PDP & Landing-Page CRO Checklist

The 5-second test — can a first-time visitor tell what this is and why it matters?

• What the product is, who it's for, and the core benefit are clear without scrolling
• Hero communicates a single, specific value proposition — not a slogan
• Primary CTA is visible in the first viewport on mobile and desktop
• Hero image shows the product in context or in use, not just a stock shot
• No carousel auto-rotating the main message out of view
• Page purpose matches the ad / referral source (message match)

Why this, why now, why you.

• Benefits lead, features support — each feature ties to an outcome
• Differentiation vs. the obvious alternative is stated, not implied
• Key objections (fit, sizing, compatibility, effort) are pre-answered
• Offer, bundle or variant logic is easy to understand at a glance
• Scannable structure: short paragraphs, subheads, bullets over walls of text

Show the thing. Reduce the risk of buying unseen.

• Multiple angles, scale reference, and detail / texture shots
• At least one lifestyle / in-use image and one on clean background
• Zoom works and stays sharp; images sized for retina without bloat
• Video or 360° for high-consideration or complex products
• Alt text present and descriptive for every meaningful image
• Variant selection updates the gallery to the chosen option

Borrowed confidence beats self-description.

• Star rating and review count visible near the title and the CTA
• Reviews are specific, recent, and include photos where possible
• Trust signals present: guarantees, returns, secure checkout, badges
• Real proof: UGC, testimonials, press, or customer counts — not filler
• Negative / mixed reviews are visible (authenticity raises trust)

One clear next step, repeated, unmissable.

• CTA label is specific and action-led (“Add to cart” > “Submit”)
• One primary action per screen; secondary actions visibly de-emphasised
• Button has strong contrast and obvious tap affordance
• CTA repeats after long content and stays reachable on mobile (sticky)
• Post-click state is instant and clear (added, loading, confirmed)
• No dead ends — every path leads forward, not to a bounce

Honest clarity converts better than manufactured pressure.

• Price, shipping cost and delivery estimate shown before checkout
• Discounts show the anchor and the savings clearly
• Financing / subscription options surfaced if relevant
• Scarcity & urgency are truthful (real stock, real deadlines)
• Free-shipping threshold and progress made visible in cart

Most commerce traffic is mobile — audit it first, not last.

• Tap targets ≥ 44px; no accidental mis-taps between controls
• Text readable without zoom; no fixed-width overflow or side-scroll
• Sticky add-to-cart with price on scroll
• Forms use correct input types & keyboards; autofill supported
• Thumb-reachable primary actions; no reliance on hover

Every 100ms of delay taxes conversion.

• Largest Contentful Paint < 2.5s on mobile (real-device / field data)
• Minimal layout shift (CLS) — media has reserved dimensions
• Images lazy-loaded and served in modern formats (WebP/AVIF)
• No render-blocking scripts on the critical path
• Works with flaky connections and if third-party scripts fail

Ask for the least, at the latest possible moment.

• Only essential fields; every extra field justified by real need
• Inline validation with clear, human error messages
• Labels always visible (not placeholder-only)
• Single-column layout; logical tab order
• Value of submitting is restated next to the button

Accessible pages are clearer pages — and convert wider audiences.

• Text contrast meets WCAG AA (4.5:1 body, 3:1 large)
• Fully keyboard-navigable with a visible focus state
• Meaning never carried by colour alone
• Semantic headings, landmarks and labelled controls
• Motion respects reduced-motion preferences

If it isn't measured, it's an opinion.

• Key events tracked: view, add-to-cart, form start, submit, purchase
• Funnel drop-off points identified before redesigning
• One primary metric per test; sample size & duration set upfront
• Changes shipped as A/B tests, not blind swaps, where traffic allows
• Session recordings / heatmaps reviewed for real friction
• Wins documented and folded back into the design system

The conversion is the start of the relationship, not the end.

• Confirmation sets clear expectations (what, when, next steps)
• Thank-you / order page offers a relevant next action
• Lifecycle email or SMS triggers are wired for the moment
• Cross-sell / reorder paths are helpful, not pushy