CRO & Landing Pages
What Should the First Screen of an Ecommerce Landing Page Say?
The first screen should confirm the visitor came to the right place and give them a reason to keep going.
It does not need to tell the entire brand story.
Answer four questions quickly
Where practical, the opening should make clear:
- What is this?
- Why should I care?
- What does it look like?
- What can I do next?
Price or offer may also deserve immediate visibility.
Continue the ad
If the ad says “The suitcase that fits under an airline seat,” the landing page should not open with “Designed for life's journeys.”
Continue the specific promise.
Avoid vague brand language
“Elevate your everyday” can apply to shoes, coffee, software or furniture. A first-time visitor should not need to decode the copy.
Use proof carefully
Ratings, customer count or publication mentions can support the hero if they are genuine and do not crowd the main message.
Design for mobile
The first phone screen often has far less room than the desktop mockup. Prioritize product, value and action.
Need the funnel reviewed properly?
If your landing page looks beautiful but a new visitor cannot explain the offer after five seconds, send us an inquiry. We can help sharpen the ad-to-page message.