Fitness & E-commerce · Landing Pages
Landing pages & CRO for fitness & e-commerce
Cold paid traffic on a generic homepage is the most common way DTC brands waste budget. A page built for the ad's promise can double conversion — the cheapest growth in the account, with no extra spend.
What I audit in the first 30 days
Same order every time — each step depends on the one before it.
Ad-to-page message match
The ad's promise and the page's headline should be the same sentence. Mismatch is the quietest conversion killer — the visitor feels they clicked the wrong thing and bounces.
Mobile-first reality
The overwhelming majority of this traffic is on a phone. Load speed, thumb-reachable buttons, and a checkout that works one-handed decide the conversion before the copy does.
Proof and risk reversal
A stranger is being asked to buy from an ad. Reviews, results, guarantees, and social proof are the difference between interest and purchase.
The playbook
The levers that consistently move these accounts, roughly in order of impact.
One page per offer, not the homepage
Each campaign gets a dedicated page whose headline matches its ad. The homepage is a menu; a landing page is a pitch — and pitches convert.
Lead with the transformation
Fitness and DTC buy the outcome, not the features. The page opens on the result the customer wants, then earns it with proof.
Stack proof relentlessly
Before/afters, reviews, UGC, press, guarantees. Trust is the conversion for a brand the visitor met 30 seconds ago.
Kill friction to checkout
Fewer fields, faster load, express pay. Every extra tap between want and buy leaks orders — especially on mobile.
Test the hook before the details
Headline and offer move conversion far more than button color. A/B the promise first; refine once the big lever's found.
The benchmarks I hold to
| Benchmark | Typical range |
|---|---|
| Homepage CVR | 1.5 – 3% |
| Dedicated page CVR | 4 – 8% |
| Mobile share of traffic | 70 – 85% |
| Target mobile load | < 2.5s |
Run this in your shop
If bays are empty while the phone rings, the leak is measurable — and fixable.