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Landing-page playbook

This is the blueprint Algerian merchants use to consistently hit 3–8% conversion rate from cold paid traffic. Use it as a starting template, then iterate.

The 7-block structure​

1. Hero (above fold)​

  • Big product photo — real, not stock. Mobile-first.
  • One-sentence headline with the benefit + price ("منتج X بـ 1900 دج فقط — توصيل لكل الولايات").
  • CTA button — scrolls to order form. Color contrasts with background.

2. Benefits (3–5 bullets)​

Three benefit lines max. Use icons. Examples:

  • 🚚 Cash on delivery, all 58 wilayas
  • ⭐ 4.7/5 from 200+ customers
  • 🔄 Easy returns within 7 days

3. Product showcase​

  • 4–6 lifestyle photos
  • 1 short video if you have one (15s autoplaying loop, no sound)

4. How it works (or "What's in the box")​

  • 3 steps for "how it works" products
  • OR a list of what's included for "what's in the box"

5. Reviews / testimonials​

  • 3–5 reviews with photos
  • Real names + locations ("Sarah, Algiers")
  • Mix of 4 and 5 stars (all 5 looks fake)

6. FAQ​

  • 5–8 questions
  • Expandable accordions
  • Cover: shipping cost, return policy, delivery time, COD, sizing

7. Order form​

  • The CTA buttons throughout the page scroll here
  • Required: name, phone, wilaya, qty
  • Optional: variant pickers (color/size), notes
  • "Submit order" button — large, prominent
  • COD trust badge below

Copy guidelines​

  • Arabic: warm, friendly, conversational. Avoid formal Modern Standard Arabic for casual products.
  • French: clear and direct.
  • Avoid: superlatives ("the best ever", "world-class"). Algerian buyers are sophisticated; superlatives signal "marketing speak."

Pricing tactics​

TacticUse case
Strikethrough was/nowHigh-perceived-value items
Bundle pricingCross-sell ("Buy 2 + 1 free")
Free shipping for offers ≥ X DAHigh-AOV products
Plain pricePremium products, simplicity

Pixel + tracking​

  • Install Facebook Pixel + CAPI (Pixels)
  • Fire Lead on form-fill, Purchase on confirmed order
  • Use Pixel's Optimize for Purchase once you have 50+ purchases — moves the algorithm to optimize for buyers, not lookers

Tracking variants​

If you A/B test (Pro plan), variant naming convention:

  • LP-X-control — original
  • LP-X-test1 — testing one change
  • LP-X-test2 — testing another change

Don't change two things at once — you won't know what won.

Speed = conversion​

Mobile load time:

  • ≤ 1s = ideal
  • 1–2s = ok
  • 2–3s = losing 30%+ of visits before they see the page
  • 3s+ = mostly wasted ad spend

Compress hero images aggressively (WebP, ≤ 200 KB). Lazy-load below-fold.

Run rate​

A landing page is only as good as the traffic. Match the audience to the offer:

  • Wide audience for low-price impulse products (perfumes, accessories).
  • Narrow lookalike for higher-price considered products (electronics, fashion).
  • Retargeting for cart abandoners.

When to clone vs build new​

Clone an existing high-converter when adapting to a new product. Build new when changing market segment or messaging substantially.

Common mistakes​

  • Linking to your storefront from the landing page — sends customers down a rabbit hole. Don't.
  • Multiple CTAs going to different places — one CTA, one destination (the order form).
  • Tons of text — most readers scan, not read. Keep block copy short.
  • No variant pickers — if your product has variants, the customer needs to choose them on the page.