Codnity Growth · Landing pages
A product or landing page earns its keep when every section answers one question the buyer is already holding: what is this, will it suit me, what does it cost delivered, and what happens if it is wrong. Sections that answer nothing get cut, which is usually most of the page.
Why the traffic arrives and leaves
Open your current page and read it as a stranger with a budget and a deadline. These four are what we find almost every time, in this order of frequency.
Count the sentences on your current page where the subject is your company rather than the thing being bought. On most product pages it is over half. A buyer deciding between you and one other brand finds your founding story where the specification should be.
Feature grids, a badge row, press logos and a "why choose us" list can fill a page while answering nothing a buyer is actually holding: what is this, will it suit me, what does it truly cost delivered, and what happens if it is wrong.
The price is on the page and the shipping, duty and return terms are not, so the number a buyer decides on is not the number they are shown. Surfacing the delivered cost early loses a few browsers and keeps the people who were going to check out.
Page builders ship 300 to 900KB of framework you never asked for. On mobile, where more of your traffic converts, that is the difference between a scroll and a bounce and no amount of copy work rescues it.
A converting product page answers the buying questions in the order they arrive: what this is, whether it suits me, what it costs delivered, what other people found, and what happens if it is wrong. Anything that answers none of those is competing for attention with the parts that sell.
Shopping and branded search should land on the product page, because the buyer already chose the product and anything else adds a step. A dedicated page earns its place when the ad makes a promise the product page does not carry: a bundle, a campaign, a first-order offer.
A collection page has two jobs most stores only build for one of. It must help someone choose between the products in it, and it must answer the category question a search engine is matching against. Filters and a product grid do the first and nothing at all for the second.
| Grid only | Grid plus answer | |
|---|---|---|
| Helps a buyer choose | Partly | Yes |
| Answers the category query | No | Yes |
| Can be cited by an assistant | No | Yes |
| Earns links | Rarely | Sometimes |
A trade buyer needs different facts to a consumer and usually leaves when they are missing. Minimum order, unit pricing or margin, lead time, stock depth, delivery terms and who to talk to. Most brands hide all of it behind an application form and lose the enquiry.
Speed is a revenue setting on a product page, not a technical score. Most page builders ship several hundred kilobytes of framework nobody asked for, and on a phone that arrives as a delay between the tap and the price. Codnity builds in code so the weight is what the page needs.
Testing needs enough conversions per variant to separate a real difference from chance, which for most stores means a few hundred orders a month before the result means anything. Below that, the honest work is fixing what is obviously missing rather than measuring which of two buttons wins.
Roughly a third of the time the page is not what is failing. The product is priced wrong for the market, the delivered cost kills it at the last step, or the traffic was never going to buy. Codnity says so in the first week rather than build a better page that converts the same.
Where this stops
The second column is the one worth reading.
About a third of the time the page is not the problem. The product is priced wrong for the market, the delivered cost kills it at checkout, or the traffic arriving was never going to buy. We will tell you that in the first week rather than take the build fee and hand you a beautiful page that converts the same.
We also cut hard. Expect to lose roughly a third of your current sections, including ones someone internally is fond of. If a section answers no question a buyer is holding, keeping it costs you the attention of the ones who would have bought.
Also in Growth
Next step
Paste the URL and tell us what you expected it to do. We come back with the sections we would cut, the questions it fails to answer, and whether the problem is the page or the product behind it.
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