Free · Playbook PDF
The next-question test for product pages
Same product, same traffic, roughly double the conversion rate. The best page answers the next question before the buyer scrolls again. Here's the method to find your order, the full bad-to-best teardown, and a scoring rubric for three of your own pages.
What is inside
- 011.9% to 3.6%, on the same $54,000 a month
- 02Four places the real question order already lives
- 03Turning four messy lists into one ranked question
- 04Fix in this order: photo, price and date, objection, then ads
- 05The teardown: bad, better, best
- 06Every fix maps back to one question
- 07Score your own page before you spend another dollar on it
- 08Run it on three of your own pages this week
Look inside first
Real pages from the file. No blurred teaser, no locked preview.
How it opens
I opened one of our client's Clarity recordings at 11:40pm on a Wednesday, no specific reason, wanting to watch real people use a page we were sending $54,000 a month of Google Ads traffic toward. The account was healthy and Target ROAS was on target. Nothing was on fire. Eleven recordings in a row did the same four things. Scroll past the hero photo. Scroll back up to the price. Open the shipping accordion. Close it four seconds later without reading past the first line. Leave. Nobody was confused about the product. Every one of them got stuck on the same unanswered question: will this arrive in time. The accordion said "3-5 business days," which tells a buyer nothing on the 14th when they need it by the 20th.
That is page one, unedited. The remaining 7 sections carry the thresholds, the tables and the fixes.
Who this is for
- You work on landing pages and conversion
- You own a DTC or ecommerce brand
Where this came from
Not theory and not a summary of someone else's blog post. Every checklist here came out of an account I actually run, and the thresholds are the ones I use on a Monday morning.
- 100+
- Ecommerce accounts run
- $300k–$2.5M
- Monthly spend managed
- $0
- Price of everything here
Questions
What does it cost?
Nothing. There is no paid tier behind it and no call to book at the end.
What format is it?
A playbook pdf you can download and keep. It opens on a phone.
What happens to my email address?
It goes on my list so I can send you the writing. I do not sell it or share it, and every email has an unsubscribe link.
Do I need to be running Google Ads already?
No. Plenty of this applies before you spend a dollar, and knowing the thresholds up front is cheaper than learning them live.
Where should I send it?
The next-question test for product pages
Get it