Why Most Landing Pages Fail (And How CRO Can Fix Them)

Most websites convert at just 2.35% – but the top 25% perform at 5.31% or higher.* 

That might not sound like much at first glance, but think about what that means: doubling your conversion rate could double your revenue – without a single extra click. 

And yet, most businesses are stuck chasing more traffic rather than improving the experience for the traffic they already have. 

Enter CRO: Conversion Rate Optimisation. 

CRO is the process of improving your website or landing page to increase the percentage of visitors who take a specific action – like making a purchase, signing up for a newsletter, or downloading a guide. 

At Daydot, we’ve worked with brands like the RSPB, Hearst, and The Wall Street Journal to turn underperforming pages into high-performing conversion engines. In this four-part series, we’ll walk through what CRO is, how it works, and how you can apply it to your own landing pages. 

Let’s start with the big picture. 

What is CRO and Why Does it Matter for Landing Pages? 

Driving traffic to an underperforming page is like pouring water into a leaky bucket. No matter how effective your campaigns are, a poor landing page will struggle to convert visitors into customers. 

CRO focuses on plugging those leaks. Instead of relying on more traffic, it helps you convert more of the visitors you already have. It’s a smarter, more efficient way to grow. 

CRO involves: 

• Analysing user behaviour 

• Identifying friction points 

• Making strategic changes to improve the user experience 

The result? Better ROI, lower customer acquisition costs, and more conversions without increasing spend. 

In our next blog, we’ll explore how CRO fits into the wider digital marketing landscape and how small changes can make a massive impact.