P // Prognosis: Pique Interest

A product page is the crossroads of the customer journey. It is where they decide to buy from you, or decide to buy elsewhere.

Is the problem, pain-point, or promise reiterated on the page?

A // Activity: Align with Source

Where a customer comes from matters. The page experience starts before they land on the PDP; it starts on the source they came from — a social ad, internal page, referral, etc. Keeping the experience aligned keeps users engaged, lowers bounce rate, and improves conversions.

Note: this is most important for paid traffic sources.

Is the on-page landing aligned with the source?

C // Criteria: Criteria Presented

A common fallacy in ecommerce is that people don't read. They do read. They might not read it all or read it all closely, but ignoring common language descriptions of benefits and specs will never improve a page... especially as AI advances and may use copy/text for its recommendations.

Note: proof can be social proof, testimonials, reviews, or use cases.

Does the page include clear and concise descriptions of benefits, specifications, and proof?