CRO Ideas: Optimizing Your Checkout Page vs Optimizing Your Landing Page

Shuvo Habib
5 min readJul 25, 2021
Checkout vs Landing

If you’re selling things or services, your checkout page is unquestionably the “holy grail” of your website. Every visual, text box, and CTA on your website should be directing your users to this ultimate goal. After all, it’s on the checkout page that you (hopefully!) complete the transaction. Landing pages are particularly crucial because their success is contingent on users taking the next step toward becoming future clients. As a result, these pages are among the most popular for A/B testing among marketers. The CRO strategy for the two pages, however, differs.

The shopper has already gone through the first phases of the conversion funnel by the time they arrive at the checkout page. You’ve piqued their interest with your most amazing features and convinced them that your organization has the proper answer for their problem, leading them to continue down the funnel to the middle. It is here that you provide them with valuable content that will further persuade them that they are in good hands.

What is the conversion funnel?

Before we get into optimizing checkout pages and landing pages, let’s take a closer look at the overall layout of this funnel:

Awareness is at the top of the funnel. Your customer is looking for a solution to their problem on the internet, and they’ve discovered that your organization might be able to help. This is your time to convince them that you’re worth a shot — your CTA highlights the benefits of your products and links to the fantastic instructional information you have to offer. If you play your cards well, these visitors will be captivated and eager to learn more (and will happily move down to the middle of the funnel).

The center of the funnel is consideration. All right, that is what you have done: shoppers dig deeper and this is the chance you have to persuade them that you’re the right partner. CTA? CTA? There is a wealth of free information, such as blog posts, webinars, videos, reports and guidelines, all of them sharing the benefits and outcomes of your product. You can show them how your product solves the problems of your clients and not only details the characteristics.

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Shuvo Habib

I'm a storyteller about UX, Frontend dev technologies, and A/B testing