Part 1

The Skill — Workflow

The step-by-step process for building a high-converting landing page, from context gathering through to delegation. This is the operational playbook the /landing-page skill follows.

Core Principles

These apply to every page type, every product, every brand — without exception.

Non-Negotiable

CLARITY is the #1 conversion driver

If it can't be understood by a 10-year-old in 3 seconds, rewrite it.

Message match is mandatory

The headline must echo the exact language of the ad that brought the visitor here. Any gap kills conversions.

Single goal, single CTA

One product, one offer, one action repeated throughout. No navigation, no distractions, no exit links.

Story flows without gaps

Each section answers the question raised by the previous one. Read the page top-to-bottom — it must feel like a conversation, not a catalogue.

Mobile-first

60–70% of DTC traffic arrives on mobile. Design the mobile experience first, then adapt for desktop.

Trust must be visible at every decision point

Place social proof and trust badges near every CTA — never more than one scroll away from the next buy button.

Step 1 — Determine Page Type

Ask the user (or infer from context). If the user hasn't specified, ask: "What type of landing page do we need, and where is the traffic coming from?"

Type	When to Use	Traffic Profile
Hero Landing Page	Cold paid traffic — primary ad destination	Cold Meta / TikTok cold audience
Advertorial	Cold traffic warming / presell before the offer page	Cold Broad cold audiences, native ad traffic
Listicle	"X reasons to…" format — message-matches list-style ad creatives	Cold Interest-based paid traffic
Optimised PDP	Mid–high intent traffic — replaces or enhances the default Shopify PDP	Warm Retargeting, branded search, email
Quiz Funnel	Guided product selection — reduces decision fatigue for range products	Cold Broad cold traffic, high AOV categories

Step 2 — Load the Knowledge Base

Required Before Proceeding

Before proceeding to Step 3, read the full knowledge base at ~/.claude/docs/landing-page-knowledge-base.md

The knowledge base contains:

Full section library with copy direction for each section type
Conversion psychology principles by section
Social proof placement strategy
CTA formulas and placement rules
Mobile optimisation specifications
Page length guidelines by traffic temperature and product price
The Primal Queen gold standard template (24 sections, full annotated breakdown)
A/B test learnings and what has been proven to lift conversion

Step 3 — Gather Context

Collect the following before generating the plan. If any are missing, ask the user directly — do not guess or use placeholders.

Brand Context

Read ~/clients/{slug}/CLAUDE.md for brand name, tone of voice, positioning, colours, font stack, product catalogue, pricing, and any brand rules (what NOT to do, off-limits language, restricted claims).

Product Context

Field	What to Collect
Product name	Exact name as it appears in Shopify
Price	Full price, sale price, subscription price
Key benefits	Top 3–5 from the customer's perspective (outcomes, not features)
Key differentiators	What makes it different from the category default
Mechanism	The "how it works" — the unique mechanism that makes the claim believable
Ingredients / components	If applicable — anything proprietary or science-backed

Audience Context

Field	What to Collect
Demographics	Age, gender, life stage (as specific as possible)
Primary pain point	The problem they're trying to solve — in their own words if available
Awareness level	Cold Problem-unaware Warm Solution-aware Hot Product-aware
Objections	Top 3–5 reasons they wouldn't buy today

Traffic Context

Field	What to Collect
Traffic source	Meta, TikTok, Google, email, organic
Ad creative	What promise or hook does the ad make? Copy the headline exactly.
Offer in the ad	Does the ad mention a discount, free gift, or bundle?

Offer Details

Field	What to Collect
Discount	% off, dollar off, or no discount
Bundle	What's included, how it's presented
Free gift / bonus	If any — what it is and perceived value
Subscription option	Available? Presented on page?
Urgency mechanism	Countdown timer? Low stock? Limited offer?
Guarantee	How many days? What does it cover?

Available Assets

Asset Type	Available?
Professional product photos	Y/N
Lifestyle / in-use photos	Y/N
Founder photo	Y/N
UGC videos	Y/N — how many?
Customer reviews / testimonials (text)	Y/N — how many?
Before/after photos	Y/N
Certifications / badges	Y/N — list them
Media logos ("as seen in")	Y/N

Asset Gap Warning

If assets are sparse, flag to the user before generating the plan — asset gaps must be addressed before implementation begins.

Step 4 — Generate the Landing Page Plan

Produce a section-by-section wireframe. For each section include:

Section name (e.g., Hero, Social Proof Bar, Problem Agitation)
Purpose — one sentence explaining the conversion job this section does
Specific copy direction — headline direction, body copy angle, key words or phrases to use (and avoid)
Visual direction — what image or video goes here, how it's framed
CTA placement — yes/no, button label, button colour
Trust elements — what badges or proof to include
Mobile note — any specific mobile adaptation for this section

Hero Landing Page (cold traffic)

Full 20-section structure

Navigation bar (logo only — no links, no cart)
Hero section (message-match headline + subheadline + hero image/video + primary CTA + trust badges)
Social proof bar (logos, review count, star rating, awards)
Problem agitation (2–3 short paragraphs — the pain they feel right now)
Solution introduction (the product as the answer — mechanism reveal)
Key benefits (3–5 benefit blocks with icons — outcome-led, not feature-led)
CTA block with trust badges
How it works (3-step simple process — numbered, scannable)
Social proof block #1 (3–4 video or photo reviews, star rating)
Ingredient / component deep-dive (what makes it work — science or craftsmanship)
Comparison table (product vs. alternatives or vs. status quo)
Founder / brand story (personal struggle narrative — 150–300 words)
Timeline of expected results (week 1, month 1, month 3 — sets expectations)
Social proof block #2 (5–8 text reviews with full names and photos)
Offer stack reveal (price + what's included + bonuses — anchor full value, show saving)
CTA block with countdown timer and trust badges
FAQ (8–11 questions — answers every objection collected in Step 3)
Final social proof (media logos + aggregate rating)
Guarantee section (prominent — day count, plain-English promise)
Final CTA block

Advertorial

Editorial-style masthead (looks like a publication, not an ad)
Attention headline (curiosity-driven, stops scroll — not a product headline)
Opening hook (personal story or shocking statistic — 50–100 words)
Problem deep-dive (agitate the pain — 200–300 words, relatable scenarios)
Failed solutions (why everything they've tried before hasn't worked)
Discovery moment (how the narrator found the solution)
Mechanism reveal (what makes this different — the "aha" moment)
Product introduction (soft — name and positioning, not a hard sell)
Social proof (2–3 real quotes, full name, photo if available)
Call to action (single, soft-framed — "see if it's right for you")
FAQ (3–5 questions, addresses the most sceptical reader)
Disclaimer and editorial note

Listicle

Header bar (brand logo, minimal)
Listicle headline ("X Reasons Why {audience} Are Switching to {product}")
Hook paragraph (why this list matters — 50 words)
Reason #1–N (each reason = short headline + 50–80 words + evidence + product tie-in)
Mid-page CTA (after reason 4–5)
Social proof callout (1–2 testimonials embedded between reasons)
Offer reveal (after final reason)
Final CTA with trust badges

Optimised PDP

Breadcrumb (minimal — category > product)
Product title (benefit-led, not just product name)
Star rating + review count (clickable, anchors to reviews section)
Primary image gallery (5–8 images: hero, lifestyle, detail, in-use, packaging)
Price + subscription toggle
Variant selector
Quantity + primary CTA (above fold on desktop, sticky on mobile)
Short benefit bullets (3–5, scannable)
Trust badges strip
Product story / description (150–250 words)
How to use (3–5 steps)
Key ingredients / features
Social proof (photo reviews, minimum 6)
FAQ
Guarantee block
Related products (max 3, no category navigation)

Quiz Funnel

Quiz intro page (benefit headline + "take the quiz" CTA + 30-second time promise)
Question screens (4–7 questions max — each one adds personalisation signal)
Loading / processing screen (social proof copy, builds anticipation)
Results page (personalised recommendation + product match score + offer)
Checkout CTA with urgency

Step 5 — The Primal Queen Gold Standard

When building a full Hero Landing Page, use the Primal Queen model as the benchmark. Deviate only when product type, price point, or traffic temperature clearly warrants a shorter or different format. Document any deviation in the plan.

24 Sections

Countdown Timer

Scrolling Ticker

CTA After Every Section

Founder Story

Results Timeline

11+ FAQ Questions

365-Day Guarantee

Element	Specification
Countdown timer	In the offer section — creates genuine urgency
Scrolling ticker	Below the nav — e.g., "Free shipping on orders over $X — Offer ends Sunday"
CTA + trust badges	Repeated after every major content block — not just top and bottom
Founder story	Personal struggle narrative — not corporate "about us". A human reason the product exists.
Results timeline	Sets expectations and pre-handles "does it work?" — week 1 / month 1 / month 3
How-to-use	Numbered, 3 steps maximum, illustrated if possible
Comparison stats	% better than alternatives, clinically tested claims with sources
Extended FAQ	11 questions minimum: How does it work? Is it safe? How long until results? What if it doesn't work? How is it different from X?
Guarantee	365-day money-back — the longest guarantee in the category wins the trust battle

Step 6 — Delegate Implementation

Once the plan is approved by the user, delegate to the appropriate specialist:

Shopify Liquid Implementation

Delegate to fullstack-developer (CK Engineer repo) or ui-ux-designer (CK Engineer repo).

Include in the delegation:

Full section wireframe from Step 4
Company slug and Shopify store URL
Brand colours, fonts, and asset paths
All copy direction (agent will write copy from direction, or delegate to copywriter)
Mobile-first requirement — desktop is the adaptation
Performance requirement — page load under 2 seconds, WebP images under 100KB

Copy Writing

If the user needs full copy written (not just direction), delegate to copywriter (CK Marketing repo).

Include:

Section wireframe with copy direction
Brand tone of voice (from company CLAUDE.md)
Target audience pain points and language
Key benefits and differentiators
Offer details and guarantee

Funnel Strategy

If the user needs help selecting the right page type, offer stack, or funnel architecture before building, delegate to funnel-architect (CK Marketing repo).

Output Format

Deliver the landing page plan as a structured markdown document with:

Brief summary — page type, product, audience, traffic source, offer
Section wireframe — all sections in order, formatted as a table or numbered list with the fields from Step 4
CTA map — a list of every CTA placement with button label and trigger condition
Asset requirements — what's needed vs. what's available, with gaps flagged
Copy direction summary — tone, key phrases to use, phrases to avoid, headline options (3 alternatives)
Quality checklist result — all items ticked or flagged with resolution note
Delegation recommendation — which agent(s) to hand off to, with a ready-to-use delegation brief

Deliver the plan in Australian English.

Part 2

The Knowledge Base

Definitive reference for building high-converting e-commerce landing pages. Source: Ecomlanders.co, MHI Growth Engine, Fermat Commerce, Primal Queen analysis. Last updated: 2026-03-23.

Core Philosophy

"The design is decent but not exceptional. The copy isn't written by some cracked direct response expert. What it does have is absolute clarity in every single section. A 10 year old could read that page and understand exactly what they're buying, why it matters, and what happens next."
— Ajay, Founder, Ecomlanders.co (22 Mar 2026)

The Core Truth

Clarity beats design. Clarity beats copy. Clarity is where the money is.

The three questions every section must answer:

What is this?
Who is it for?
Why should I buy it now?

If a section cannot answer all three, it is not earning its place on the page.

Principle Hierarchy

Apply these in order. When principles conflict, the higher number wins.

Rank	Principle	Definition
1	Clarity	Every section understood by a 10-year-old. No jargon, no ambiguity, no gaps.
2	Story Flow	Each section leads naturally to the next without confusion. The narrative has momentum.
3	Message Match	The landing page mirrors the exact promise made in the ad that drove the click.
4	Trust Layering	Proof built in sequence: rating → reviews → founder → guarantee → FAQ.
5	Single Goal	One offer, one CTA, one conversion action. Remove navigation links. Remove everything else.
6	CTA Repetition	Repeat the primary CTA after every major section. Never make the visitor scroll to find it.
7	Mobile First	60–70% of DTC traffic is mobile. Design for thumb, not mouse.
8	Objection Handling	Address every objection before the buy button through FAQ, content, and social proof.

Funnel Types — Choose Before Building

The funnel type determines page structure, copy depth, and traffic temperature. Select one before starting.

Funnel Type	Traffic Temperature	Purpose	Format
Optimised PDP	Mid-high intent (warm)	Convert product-aware visitors	Standard long-form product page
Advertorial	Cold	Warm audiences before purchase	Educational, sponsored-article style
Hero Landing Page	Cold (paid traffic)	Benefit + proof, offer on-page	Structured sections, no nav
Listicle	Cold / Warm	Educate or convert from "X reasons" ads	List format, message-matches ad

⚠️Decision rule: If the traffic is cold and product-unaware, use an advertorial or listicle to warm them first.
Never send cold traffic direct to a PDP.

Page Length Rules

Page length is determined by price point and product complexity — not preference.

Product Type	Price Range	Length	Sections
Impulse / simple	$20–50	800–1,200 words	5–7
Mid-consideration	$50–100	1,200–2,000 words	7–9
High-consideration	$100+	2,000–3,500 words	8–12

Rule

If the product requires explanation to understand or justify, go long-form. Attempting to shorten a complex product page reduces conversion. The optimal range for DTC long-form is 2,000–3,500 words.

The 12-Section Master Template

This is the baseline. Expand, contract, or reorder sections based on funnel type and product complexity. Source: MHI Growth Engine.

Hero

Goal: Communicate value in under 5 seconds and give a single next action.

Required elements:

Benefit-led headline — under 10 words, no product name
Product-in-use image (lifestyle over studio)
Single CTA button (see CTA rules below)
Trust snippet — star rating or single social proof line
Subheadline clarifying the primary benefit

Headline Formula

[Result the customer wants] for [who they are] in [timeframe or condition]

Never open with the product name. Open with the outcome.

Social Proof Strip (Zone 1)

Goal: Reduce initial scepticism before the visitor reads anything else.

Required elements:

Aggregate star rating (numerical: "4.8/5")
Review count ("2,341 verified reviews")
One to three press/media logos OR a single quote from a publication

Place this immediately below the hero fold, before any benefit copy. This is the fastest trust signal available.

Problem / Solution Callout

Goal: Mirror the visitor's pain so they feel understood, then pivot to the solution.

Two-column layout:

Left: The problem (their language, not yours)
Right: Your solution (mechanism, not product name)

Write the problem column using exact words customers use in reviews, support tickets, and social comments. Do not paraphrase. Do not sanitise.

4–6

Benefit Blocks

Goal: Systematically address the three to five reasons a customer would buy.

Format:

One benefit per section
Alternate image left/right across sections
Headline = the benefit (outcome), not the feature
Body = mechanism explaining how the benefit is achieved
End each block with a CTA (same copy, same colour, repeated)

Feature vs Benefit Mapping Rule

For every feature listed, write "which means [the customer gets X]". That second clause is the benefit. Use the benefit in the headline.

Founder Story or Video

Goal: Transfer credibility and create human connection.

Founder presence adds +23% CVR. This section earns more than almost anything else on the page.

Written format — required elements:

Founder photo (real, not polished)
Personal struggle that mirrors the customer's problem
Journey through failed solutions (build empathy)
Discovery of the product/mechanism
Why they built the company

Video format (VSL):

Founder on camera (outperforms actors/voiceover)
Captions mandatory (80% of users watch without sound)
90 seconds maximum for conversion-focused VSLs

Detailed Social Proof (Zone 2)

Goal: Move consideration-phase visitors from interest to intent.

Required:

4–8 reviews in a grid or card layout
Each review must include: name, date, "Verified Buyer" badge, star rating, specific result or use case
Photo reviews convert at +18–27% over text-only
Reviews should address common objections — curate, do not randomise

Prioritise reviews that:

Name a specific problem solved
Mention a specific timeframe ("after 3 weeks…")
Mention a specific product benefit ("finally sleeping through the night")
Come from a customer profile matching the target audience

Trust Elements Stack

Goal: Remove purchase anxiety and signal institutional credibility.

Layer these in order of impact:

Trust Element	CVR Lift
Customer reviews with real photos	+18–27%
Money-back guarantee (60–90 day min)	+12–19%
Media / press logos	+10–16%
Secure payment badges	+8–14%
Founder credentials	+7–12%
FAQ section	+8–12%

Placement rules:

Guarantee must appear directly above or below the CTA
Use unconditional language: "No Questions Asked", "No Hassle"
365-day guarantees signal extreme product confidence — use if defensible
Secure payment badges belong on the order form, not just the landing page
Trust badges on forms: +42% conversions

FAQ

Goal: Handle every objection that could prevent purchase without the visitor needing to ask.

Build the FAQ from:

Support ticket themes (most common questions)
Review content ("I was worried about X but…")
Objections customers raise in social comments
Ingredient/certification/sourcing questions for health/wellness

5–8 questions minimum. 11 questions (Primal Queen model) is appropriate for supplements/health.

Standard FAQ categories for DTC:

Does this replace [existing solution]?
Is it third-party tested / certified?
What is the return policy?
When will I see results?
What are the exact ingredients?
Is it suitable for [specific condition or demographic]?
Where is it manufactured?
What if it does not work for me?

FAQ sections reduce support inquiries by 30–40%

Final CTA

Goal: Convert visitors who have read the full page.

Do not repeat the hero. Reframe:

New angle on the benefit ("You have seen the results. Ready to experience them?")
Urgency element (countdown, stock level, shipping deadline)
Trust reminder (guarantee callout next to button)
CTA button: same copy as all other CTAs

Footer

Goal: Legal compliance and low-friction navigation for the unconverted.

Required:

Support email
Legal links (Privacy, Terms, Refund Policy)
FDA / TGA / regulatory disclaimer (mandatory for supplements, health claims)
Social links (optional for landing pages)

Remove standard site navigation from landing page footers. Do not give visitors a way to leave the page.

The Primal Queen Reference Map

Primal Queen (primalqueen.com) is the benchmark for a supplements/women's health long-form landing page. Section-by-section map for agent reference.

Key Pattern

CTA block (button + guarantee + shipping) appears after sections 5, 8, 11, 13, 18, 19, 22, and 23. The visitor never has to scroll more than a few sections to find a buy button.

All 24 Sections

#	Section	Key Mechanism
1	Announcement bar	"WOMEN'S DAY SALE" + countdown timer (days/hours)
2	Navigation	Category-led navigation (products by type)
3	Scrolling ticker	"LIMITED TIME OFFER: GET 1 MONTH FREE" — repeating marquee
4	Hero	H1: benefit headline, "UNLOCK YOUR TRUE POWER" subline, 4.61/5 + customer count, trust badges, mini testimonial with name
5	Ancestral story	Narrative arc: ancestors thrived → corporations corrupted nutrition → quick fixes fail → return to roots
6	CTA + trust block	Green button, 365-day guarantee, free shipping — REPEATED AFTER EVERY MAJOR SECTION
7	Research/testing links	"Interested in the Extensive Research Data?" — transparency hook
8	Product philosophy	Addresses taste objection directly. Introduces capsule solution + free keychain pill case
9	Timeline section	"What Should I Expect?" — 1 week / 1 month / 2 months / 3 months / 6 months / 12 months
10	How to use	4 steps with icons: Open, Pour, Take with meal, Use pill case on-the-go
11	Ingredient deep dive	"14,000× MORE CoQ10 than cauliflower" — comparative stats per organ
12	Promise badges	Grass Fed, Pasture Raised, No Hormones, No Antibiotics, Gluten Free, Non-GMO
13	Facility section	GMP Certified, Lab Tested, USA Facility
14	Scarcity notice	"Due to high demand… [current month] has a very high risk of selling out ⚠️"
15	Customer reviews	Real reviews: name, location, date, Verified Buyer badge, long-form with specific results
16	Founder story	Personal struggle → failed diets → discovery of beef organs — photo, name, company origin
17	Product benefits deep dive	13 vitamins, 9 minerals, omega-3 — sourced directly
18	Problem restatement	"Here's The Problem… Eating beef organs is not fun" — reinforces the capsule solution
19	Magic section	"Here's Where The Magic Happens" — Non-GMO, Grass Fed, Gluten Free, Beef Organ Superfoods
20	Pricing section	Countdown timer, "3,984 purchases made today", two subscription tiers with freebies
21	Extended reviews	22,306 reviews, 81% 5-star — 10+ visible, long-form
22	FAQ	11 questions covering objections, sourcing, results, safety, guarantee
23	Final CTA	"UNLOCK YOUR TRUE POWER" with trust badges
24	Footer	Support email, legal links, FDA disclaimer

CTA Rules

Copy — Use These (Never "Shop Now" or "Learn More")

Get [Product Name]

Try [Product] Risk-Free

Start Your [Benefit]

Claim Your [Offer]

Yes, I Want [Result]

Visual

High contrast to page background (15–20% CVR lift from visual contrast alone)
Minimum 44×44px on mobile
Single colour used consistently throughout the page — no competing button styles

Placement

Hero section (above fold)
After every major content section (mid-page)
Before the final section
Sticky footer CTA on mobile (required — not optional)

🔁Repeat the identical CTA after every major section.
Do not vary the copy between placements — consistency reinforces memory.

Social Proof — Three Zones

Place social proof at these three points in the page flow:

Zone	Location	Format	Goal
Zone 1	Immediately below hero	Star rating + review count	Reduce initial scepticism
Zone 2	After benefit blocks	4–6 reviews with photos, grid layout	Consideration phase — build conviction
Zone 3	Before final CTA	"12,000+ sold" counter or converted-sceptic testimonial	Urgency reinforcement

Converted-Sceptic Testimonial

A review from someone who was reluctant to buy, tried it anyway, and was surprised. This is the highest-converting testimonial type for Zone 3.

Urgency and Scarcity

⚖️Urgency accelerates decisions. Fake urgency destroys trust permanently.
Only use techniques that reflect genuine conditions.

Technique	CVR Lift	Use When
Countdown timer (24–72h)	+147% when combined with CTA proximity	Real sale/offer expiry
Real-time stock levels	+17.8%	Inventory genuinely limited
Dynamic month + sellout warning	Psychological urgency	Stock genuinely fluctuates (see Primal Queen Section 14)
Purchase counter ("3,984 purchases today")	Social urgency	Real data from order management system
Shipping deadline ("Ships today if ordered within X hours")	Action urgency	Fulfilment window is real

Layer 2+ urgency techniques for compounding effect. Never use a countdown that resets on refresh — this is detectable and destroys credibility.

VSL Framework (90-Second Video Sales Letter)

Timestamp	Section	Content
0–5s	Hook	Core problem or pattern interrupt. Make the viewer stop scrolling.
5–20s	Problem agitation	Expand the frustration. Make them feel understood.
20–45s	Solution intro	Product + unique mechanism. Why this works when other things failed.
45–75s	Proof	Results, data, before/after, customer outcomes.
75–85s	CTA	Exact next step ("Click the button below and get your first order").
85–90s	Risk reversal	Guarantee. Remove the last reason not to act.

Production rules:

Founder on camera outperforms professional actors and voiceover
Captions mandatory — 80% of mobile viewers watch without sound
Autoplay muted is acceptable; never block the page behind a video
VSL should supplement the page, not replace sections — the page must convert without the video playing

Conversion Rate Benchmarks by Vertical

Category	CVR Range	Notes
Supplements	6–9%	Founder story and timeline sections critical
Skincare	7–11%	Before/after visuals and ingredient transparency drive lift
Fashion	4–7%	Lifestyle imagery and social proof (UGC) are primary levers
Home goods	5–8%	Utility demonstration and FAQ reduce cart abandonment

Benchmark Context

These are landing page CVR benchmarks for warm/retargeting traffic. Cold traffic will typically convert at 30–50% of these rates before funnel warming.

Mobile Optimisation Standards

60–70% of DTC traffic arrives on mobile. Build mobile first, desktop second.

Performance

Metric	Target
Load time	Under 2 seconds (53% of visitors abandon at >3 seconds)
Images	WebP format, maximum 100KB per image, lazy-load everything below the fold
First Contentful Paint	Under 1.2 seconds

Typography and Layout

Mobile headlines: 6–8 words maximum
Body line height: 1.5× minimum
Stack all elements vertically — no side-by-side columns on mobile
40–60px spacing around all clickable elements

CTAs

Minimum 44×44px tap target
Sticky bottom CTA bar required
Full-width buttons preferred on screens under 480px

Copy Reduction

Reduce desktop copy by 30–40% for mobile
Prioritise the benefit; cut mechanism detail for the mobile version
Use bullet points over paragraphs on mobile

Free Shipping Badge

Studies show up to +90% sales increase from free shipping offers made prominent above the fold. If free shipping is available, it must be in the hero section, not buried in the FAQ.

The 10 Landing Page Templates (Fermat Commerce)

Template	Best Used When	Key Mechanic
Reasons Why	Running "X reasons" ads	Lists N reasons your audience uses the product — message-matches the ad
UGC Video	Creator-first campaigns	Creator video above fold, minimal surrounding text
Explainer	Innovative or unfamiliar products	Step-by-step "how to get results" walk-through
Bundle	Multi-product value story	Bundle framing shows combined value vs individual prices
New Product	Launch campaigns	"New" is the urgency hook — newness is the mechanism
Better Way	Competing against a known category	"The better way to [solve familiar problem]"
Us vs Them	High category awareness	Third-party comparison framing, never name competitor directly
Advertorial	Cold audiences	Sponsored-article style, reads like editorial, not an ad
Influencer	Creator partnership traffic	Creator endorsement as primary trust mechanism
Quiz	Multiple SKUs or audience segments	Guided product selection — personalises the recommendation

🎯Message match rule: The landing page headline must mirror the ad headline that drove the click.
A visitor who clicked a "reasons why" ad should land on a "reasons why" page. Mismatch between ad and landing page is the single largest conversion killer in paid traffic.

Trust Elements — Placement Specifics

Element	Placement	Notes
Star rating + review count	Below hero fold	Zone 1 — before any benefit copy
Money-back guarantee	Adjacent to every CTA button	Above or below — never more than one scroll away
Secure payment logos	Order form	Visa, Mastercard, PayPal, AfterPay as applicable
Media/press logos	After Zone 1 social proof strip OR Section 9	"As Seen In" format
Certifications (GMP, Non-GMO, etc.)	After ingredients/product section	Promise badge grid
Facility/manufacturing	Standalone section for health/wellness	GMP, lab-tested, country of origin
Founder photo + name	Founder story section	Real photo, not stock

A/B Testing Priority Order

Run tests in this order. Higher tests have greater impact potential.

Priority	Test	CVR Lift Potential	Min Sample
1	Headline variations	20–40%	100 conversions per variant
2	Hero image / video	15–30%	100 conversions per variant
3	CTA button copy, colour, size	10–25%	100 conversions per variant
4	Social proof placement	8–18%	100 conversions per variant
5	Guarantee prominence	7–15%	100 conversions per variant
6	Layout structure	5–12%	100 conversions per variant

Test discipline:

Minimum 2 weeks per test
95% statistical confidence before declaring a winner
Test mobile and desktop as separate segments — they behave differently
Change one variable per test — never multivariate until you have the traffic to support it

Reducing checkout fields from 5 to 3 fields: +18–24% mobile CVR. This is a checkout optimisation, not a landing page test, but it applies to any on-page checkout component.

URL Structure for Shopify

Use Case	Structure	Notes
SEO-adjacent or evergreen	`store.com/pages/product-name-offer`	Subfolder preferred for domain authority
Paid-only, no SEO intent	`lp.store.com/offer`	Subdomain acceptable; no SEO value
International pages	`store.com/{country}/pages/`	Shopify limitation: no subfolder i18n, subdomains only

Naming rules: Keep URL short and descriptive. Use hyphens, not underscores. Include product or offer keyword in the slug. Avoid dates in URLs for evergreen pages.

Checkout and Friction Reduction

Optimisation	Lift
Sticky add-to-cart bar	+5.2–7.9% orders
Reduce checkout fields 5→3	+18–24% mobile CVR
Free shipping badge (prominent, above fold)	Up to +90% sales
Trust badges on order form	+42% conversions
Progress indicator on multi-step checkout	+12–18% completion

Ingredient / Claim Sections for Health and Wellness

When building pages for supplements or health products, these sections are non-negotiable:

Comparative ingredient stats — do not list ingredients in isolation. Compare to a familiar baseline ("14,000× more CoQ10 than cauliflower"). Ratios create immediate comprehension of magnitude.
Third-party testing transparency — link directly to test results or COAs. Do not claim "tested" without evidence.
Timeline section — "What to expect at 1 week / 1 month / 3 months / 6 months". Manages expectations and reduces returns.
Sourcing section — origin, certifications, facility. GMP, non-GMO, grass-fed (where applicable).
FDA / TGA disclaimer — required at footer. Cannot be omitted. Must include "not intended to diagnose, treat, cure or prevent any disease" language.

Reference Sources

Ajay @1ajaay, Ecomlanders.co founder (22 Mar 2026 post)
Ecomlanders.co service categories and process documentation
Primal Queen (primalqueen.com) — full section analysis
MHI Growth Engine — 12-section DTC template, 2026 benchmarks
Fermat Commerce — 10 landing page template taxonomy
DTC conversion benchmark data compiled from published studies

Quick Reference Card

The essentials on one screen. Print-friendly.

6 Core Principles

Clarity — 10-year-old, 3 seconds
Message Match — echo the ad headline
Single Goal — one CTA, no nav
Story Flow — each section answers the last
Mobile First — 60–70% of traffic
Trust at every CTA — never >1 scroll away

CTA Formula

Get [Product Name]
Try [Product] Risk-Free
Start Your [Benefit]
Claim Your [Offer]
Yes, I Want [Result]

Never: "Shop Now" or "Learn More"

3 Social Proof Zones

Zone 1: Below hero → star rating + count
Zone 2: After benefits → 4–6 photo reviews
Zone 3: Before final CTA → sceptic testimonial

Mobile Specs

44px min tap target
Sticky CTA bar (required)
<2s load time
WebP images <100KB
6–8 word max headlines
Cut 30–40% desktop copy