Fashion + Apparel
LP Playbook
Step-by-step guide to improving ROAS from ad to landing page 🛍️
Playbook Overview
Dos and Don’ts of
Winning Landing Pages
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Dos and Don'ts of Winning Landing Pages
Do! | Don’t |
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Lead With Benefits, NOT Features
A common mistake we see brands make on landing pages? Overwhelming customers with features �before establishing clear benefits.
(e.g., “Moisture-wicking fabric” ❌�vs. “Keep feet cool and dry” ✅ )
👉 If you’re targeting a specific audience, THIS is is your time to hook them. Clearly define their unique “why” before diving head first into the “how” or the “what” of your product.
And remember CLEAR always outperforms cute. 💡
Even for really strong brands, it pays to remember that landing page goal is conversion, not brand awareness.
✨ Specific is Always in Style ✨
Here’s a common mistake we see fashion and apparel brands make on their landing pages: trying to do too much for too many people. With high-SKU ecomm retailers, this is a recipe for decision fatigue and low CVR.
Instead, we recommend you choose a specific collection, trend or audience to focus on and direct all your attention to that vertical in a creative sprint. E.g., running ads around your best-selling jean collection? Don’t send them to a page featuring non-jean products!
Ask yourself these questions and tailor your page to test specific products/collections that align with your answers:
Anatomy of a Winning Hero Section
Adopt these elements to turn an low-CVR landing page into a big win 🏆:
Clear CTA above the “fold”
Designed for both mobile and desktop experiences
Easily scannable with limited text
Carries over a deal or value prop from ads
Images are KEY for Fashion + Apparel. They must do double duty by not only showing off product but answering essential BDQs!
More social proof in �the form of press or customer reviews directly below the fold
Strong social proof in headline/copy that answers key BDQs
🔥Hot Tip🔥 Boost CVR with Shopify
Using Shopify for your brand?�You need to be testing Shopify integration on your landing pages! This is one of the best ways�to reduce friction and drive�higher conversion rates with minimal effort.
One less step needed to add to cart = one more BIG reason to complete purchase for customers with a limited attention span.
💡 Be sure the products you link on your landing page are the same as the products displayed in your ads!
Increase AOV with Bundles 🛍️
Bundling is one of the BEST ways to increase average order value (AOV) on your landing pages, but it requires a thoughtful approach. Here are some strategic tips you need to consider before creating bundles for your brand:
#1. Put your customer first
#2. Minimize steps to checkout
#3. Don’t forget about existing LP best practices!
BDQs: the Secret to High-Conversion
Landing Pages
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What are BDQs?
These are the key ingredient in high-conversion landing pages. Effectively answering your customer’s most important questions early is the easiest way to improve CVR. If you’ve identified your key customer persona, you’re already halfway there!
BDQs = Buyer Decision Questions.
Why are BDQs Important?
Imagine you’re shopping for a new jacket, and the retailer only listed the size and color of everything in the store. You’re likely to walk away and head to a store that leads with more desired information, like style, material, and fit.
Effective BDQs keep your customers in the “store” (i.e., your landing page) and, as long as you’re targeting the correct audience, exponentially increase their likelihood of purchase.
Example BDQs by Persona (STATE Bags Example)
How do I Create BDQs?
STEP�1
Before writing BDQs, it’s essential to know who you’re writing them for. Most brands have more than one persona, which means you can end up with multiple sets of BDQs. Sometimes they overlap. No matter what, you’re going to want to focus on the key buyer persona you plan on targeting with your ads. Stay focused on where your spend is allocated.
Nail your persona
Do you offer styles my child will like?
Is it easy for kids to carry? Will they be comfortable?
Can it hold up to spills and other kid messes?
How will this show off my child’s unique personality?
What prints/styles do you offer?
Can this hold my essentials without looking overstuffed?
Is it well-made or will it easily scuff in transit?
How will this complement a complete travel look?
Stylish Traveler Audience
Thoughtful Parent Audience
How do I Create BDQs?
💡 Ideas to get in the mindset
STEP�2
This is your time to get creative. Turn off distractions and get into the mindset of your customer. What are the essential questions they need answered before they’re willing to purchase? You might already have some FAQs you can build on but be mindful, BDQs are NOT FAQs. BDQs are questions that must be answered on your landing page, not buried in the footer deep in your customer journey.
Brainstorm BDQs for your persona
Read customer reviews
Revisit your purchase funnel �and write down the questions answered at each step
See how competitors are positioning similar products
Prompt ChatGPT to brainstorm additional ideas (Our advice: treat ChatGPT like a new intern - don’t assume it knows much about your brand but it can �be very helpful with the �right guidance!)
How do I Create BDQs?
STEP�3
Once you’ve established your questions, it’s time to give them some hierarchy. What needs to come first and what can wait? We recommend breaking BDQs into two tiers:
Organize your BDQs
Tier 1
These questions MUST be answered before �a customer can make a purchase.
Tier 2
Critical information that is helpful to �understand more about the value and �benefits of the product. Can be addressed later in the funnel.
Test BDQs, Save 💰
Once you’ve established your BDQs, it’s time to validate them with REAL customer feedback! We like using tools like Wynter or Usertesting to get qualitative insights on new landing pages. It might cost a little up front but saves tons of spend that would have otherwise been wasted testing landing pages that target the wrong BDQs. 🎯
Original LP
Updated LP
Test Landing Pages
More Efficiently
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Alternate Big Ideas & Scaling Ideas
The key to efficient landing page testing is constantly scaling what works, with an emphasis on your hero section.
(Remember - you’ve got 8 seconds to convert!)
That means you need to be able to dedicate resources to testing at least one new landing page/month. Alternate your pages between�“big ideas” and “scaling” ideas (i.e., simple edits iterating on learnings from the previous�month’s testing).
Big Idea 1
(Press + Testimonials)
Scaling Idea 1
(Press + Testimonials)
Big Idea 2
(Sales Q)
Sample Landing Page Testing Roadmap
Test BDQ LP against current top performer until statistical significance is reached
BDQ wins?
Yes?
No?
Test Vs Alternative LP against current top performer until statistical significance is reached.
Rinse and repeat as many times as needed to improve CVR.
NOTE: as this page evolves - be mindful to keep messaging �tied to your ads. That might mean you need to update more �than just the hero section!
Vs Alternative wins?
Yes?
No?
Rinse and repeat as many times as needed until you find a win.�NOTE: if you run through all templates and still haven’t found a win, it’s time to revisit your messaging. Are you answering all of your BDQs?
Scale Vs Alt LP with new hero section (Scaling Idea)
Create Sales Questions LP (Big Idea)
Test Scaling LP against winning Big Idea LP �until statistical significance is reached.
If you find a win on your first big idea (woot!), that doesn’t mean you can’t test more big ideas. You can keep scaling AND add new big ideas into your testing calendar concurrently.
Scale BDQ LP with new hero section (Scaling Idea)
Create Vs Alternative LP (Big Idea)
Create BDQ LP (Big Idea)
Follow the 75/25 Rule
Once you have built an arsenal of top landing pages, this is how you should split your time testing:
75%
25%
designing a new header �that addresses your core customer problem.
repurposing the sections �on the rest of your page �to address your customer’s essential questions.
How to Scale Wins With Minimal Effort
Here are a few ways to change your hero section to keep a winning landing page fresh with minimal effort. Remembering the 75/25 rule, focus your changes on the header with emphasis on the following:
💡 To maximize testing efficiency, we generally recommend analyzing your winning LP and scaling the ENTIRE hero section to fully align with your ads. As you start to hone in on winning messaging and imagery, you might then refine your testing down to one element at a time.
Change header image
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Change header copy
Change header design
Add badges & update CTA
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Swap in a new section 2 that deepens message outlined in the header
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Keep it Consistent From ad 👉 LP
A cardinal rule of landing page success? Deliver on the promises you make in your ads!
Let’s check the consistencies between BDQs in this top-performing ad and landing page. 👉
BDQ 1: DESIGNED FOR RUNNERS
✔️ “Targeted compression… Ready for trails”
✔️”BEST socks for runners”
BDQ 2: GUARANTEED TO LAST
✔️ “Lifetime guarantee - replace anytime”
✔️ “Lifetime guarantee is amazing”
BDQ 3: STYLISH OPTIONS
✔️ “Wear with anything - SO MANY STYLES”
✔️”Colors for Every Outfit” (+show off styles)
This promise/deliver flow can have a HUGE impact on CVR - always test your funnel to make sure your messaging is tight!
TOP 5 Fashion +Apparel
Landing Page Templates
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Buyer Decision Questions (BDQs)
What: answer the most important Buyer Decision Questions (BDQs) that potential customers would ask themselves during the purchasing process.
Why: address and overcome the most critical questions a customer needs answered to feel confident purchasing. Answer them up front so your customer can confidently move forward.
How: be clear and concise; use UGC/social proof to demonstrate the core benefits of the product or service. Can also format as 3 or 5 reasons why.
Template 1 | BDQs
BDQ 1 View Live Page
Section | Formula |
Header | Addresses core BDQs (e.g. How will this show off my child’s personality? Show me a variety of styles.) |
Press Bar | Add social proof with relevante press logos |
2 | Answers second most important BDQ (e.g. How is this designed for practical use?) |
ATC links | Easy add to cart links for a variety of styles = seamless shopping experience |
3 | Answers third most important BDQ (e.g. What makes these backpacks unique? Will my child be excited to wear it?) |
4 | Answers fourth most important BDQ (e.g. What do parents like me have to say about this backpack?) |
Template 2 | Listicle
What: lists reasons why someone would choose to purchase your product (or highlight trends/sub categories!)
How: address a question that relates to your customer’s problem and�then offer a list of reasons or answers to that question.
Why: delivers content in a familiar and entertaining format.
Template 2 | Listicle
LISTICLE 1 View Live Page
Section | Formula |
Header | Specify # of trends/must-haves in your product vertical - position it as a point of style discovery (e.g., is your best fit… rent to find out!) |
Social Proof | Customer or press quote validating core BDQ |
1 | Trend #1 |
2 | Trend #2 |
3 | Trend #3 |
How it Works | Have a subscription? Here’s where you need to detail the process! |
FAQ | What are the tier 2 BDQs you need to answer to reduce friction to purchase |
NOTE: In a typical listicle we might focus on the reasons someone would want to buy from your brand. HOWEVER, in fashion and apparel we have a second option! Center your list around best-selling trends or styles to refine your audience interests in a specific product category and increase chance of conversion.
Template 3 | Sales Questions
What: asks prospective customers questions that remind them of:
Why: engage prospects and get them thinking about their problem, goal, and urgency - rather than you telling them
How: lay out questions in a conversational way, how you would actually ask them when talking to a new customer.
Template 3 | Sales Questions
Sales Q1 View Live Page
Section | Formula |
Header | Ask a question the target consumer will respond “yes” to, or make a statement that clearly describes the unique value of the product and encourage the consumer to “get started” in the CTA to begin the questions. |
Sales Questions | Ask questions that prompt answers that relate to the core benefits of the product and address key problems the consumer may be facing. |
Offer | Provide an offer or congratulations at the end of the questions to validate the consumer’s responses. (This does not have to be a real offer, it can simply say they are a good fit for the product.) |
How It Works/Reviews | Short explanation of how consumers get/use the product + social proof in the form of reviews |
Template 4 | Vs. Alternative
What: position your product as the BEST possible solution to a customer’s problem.
Why: it’s a direct way to showcase your strategic advantages over the competition:
How: be specific about what makes your product great. Directly contrast it with the alternative. Some examples of what to highlight:
Template 4 | Vs. Alternative
VS 1 View Live Page
Section | Formula |
Header | Establish your brand as the BEST option against the competition or alternative |
BDQs | Answer your customers top BDQ(s) here - what makes you unique? |
Comparison Chart | Compare your product to the competition/alternative |
Social proof | Customer reviews or press mentions that validate core BDQs |
Promise | Reiterate BDQs/promises made in the header and drive immediate action |
Template 5 | Press + Testimonials
What: use press quotes and customer testimonials in creative.
Why: provides social proof and validation that the product works and customers love it.
How: show UGC with voiceover of 1 customer giving an honest product review,�or UGC footage with shortened testimonials/benefits laid over in text.
Template 5 | Press + Testimonials
Press 1 View Live Page
Section | Formula |
Header | Short quote from press that validates unique selling point |
Press | Press logos |
Product Scroll | Show off a variety of key products (common tier 1 BDQ) |
BDQs | Answer a BDQ that validates the press/testimonial quote in the header. |
BDQs | Answer a tier 1 BDQ that is a common barrier to purchase (e.g., for a subscription “What will I get?” or “How does it work?” is essential here) |
Reviews/Social Proof | Provide customer reviews x2 here! Not only do we want to include written testimonials but we want to SHOW your product on real people. |
How it Works | Again, if you have a subscription, reiterate the process here to eliminate any confusion. |
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