DTC Podcast Ep 573: Where Should That Click Go? Landing Pages, Homepages, and PDPs (TWBERP)
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Jan 2, 2026 Taylor Cain, an e-commerce strategist at Pilothouse, shares his insights on optimizing landing pages and product detail pages (PDPs) for better conversions. He explains when to use landing pages over homepages and the impact of pricing and clarity on click-through paths. Listeners learn about the power of iterative testing, the importance of fast, adaptable landing page structures integrated with Shopify, and how to use data from heatmaps and user engagement for continuous improvement. Cain also emphasizes the value of capturing emails on landing pages for long-term engagement.
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Episode notes
Use Landers To Control The First Impression
- Use landing pages when you need to refine the first impression and guide a sequenced message after disruptive ads.
- Target landing pages for higher-consideration or higher-price products where clarity matters before purchase.
Let Core KPIs Drive Page Decisions
- Start with KPIs: traffic cost, conversion rate, and AOV to decide where to optimize first.
- Conversion rate often signals the biggest lever when scaling paid performance.
Delay Price To Reduce Price Shock
- Test PDPs that delay price exposure and explain value first to avoid triggering price aversion.
- Show bundle benefits and savings after explaining why the bundle is worth it.