Most brands obsess over ads and ignore the moment that matters most: where the click lands. In this episode, Jordan Gordon and Pilothouse strategist Taylor Cain break down how to decide whether traffic should go to your homepage, a PDP, a collection, or a dedicated landing page—plus how to diagnose when conversion rate issues aren’t about your ad at all.
You’ll learn:
- When a landing page outperforms your homepage (and when it doesn’t)
- How consideration level, pricing, and message clarity determine the ideal click-through path
- Why “anchoring” and UX sequencing can dramatically change conversion rates
- How testing new PDP structures (including delaying price) can increase results
- How to build fast, scrappy landing pages that plug cleanly into Shopify
- What heatmaps, scroll behavior, and section-level engagement reveal about friction
- Why iteration beats theory — and how to develop a testing mindset that actually finds signal
#EmailMarketing #RetentionMarketing #CRO #LandingPages #EcommerceStrategy #DTCMarketing #ShopifyBrands
00:00 — Introduction
01:00 — When a Landing Page Beats Your Homepage
03:00 — How Disrupted Traffic Changes Your Funnel
06:00 — Rising Prices, Rising Consideration
10:00 — PDP vs Landing Page: Which One Converts Better?
14:00 — Why Testing Beats Theory Every Time
20:00 — The Underrated Power of Email Capture on Landers
29:00 — Inside a High-Performing Landing Page Build
Work with Pilothouse: https://www.pilothouse.co/get-in-touch?utm_source=dtc&utm_medium=podcast&utm_content=e&rPodcast
Subscribe on YouTube: https://www.youtube.com/@DTCPodcast
Subscribe to DTC: https://www.directtoconsumer.co/
Listen to DTC Podcast: https://podcasters.spotify.com/pod/show/dtcpodcast
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