This section answers the real questions customers actually ask. Not marketing softballs—the awkward, skeptical, sometimes uncomfortable questions that sit between them and the purchase button. What We're Fixing: * Fake questions nobody asks ("What makes your product so amazing?") * Vague non-answers that dodge the real concern
Your differentiators are complete. Visitors know how you operate differently. Now they're asking: "But is this actually for someone like me?" It’s time to seal the deal! This section creates self-recognition. Not broad audience descriptions—specific moments, frustrations, or situations they've actually experienced.
This section isn't about your product—you covered that in the Selector, Highlights, and Comparison Table. It's not about who you are—that was the Founder Story. This is about how you operate differently. The practices, beliefs, and decisions that make your business fundamentally different from
The founder or company story that proves you're a real business run by real humans who care about the product. Not a corporate bio—a specific origin story that builds trust and connection. CPG buyers are wary of dropshippers and fly-by-night brands. They need to know you'
Your highlights are complete. Visitors who keep scrolling aren't sold yet—they're comparing. They have Amazon, Target, and two other brands open in other tabs. This table ends the comparison. The PDP Advantage Table shows what alternatives can't match on the attributes that matter
Your highlights expand on outcomes visitors didn't know existed. But here's the problem: claims you make about yourself sound like marketing. The same claim from a customer who had doubts? That's proof. Customer testimonials and real stories that showcase authentic experiences with your product.
Your PDP selector is complete. Most visitors (60-70%) make their decision there. The rest scroll looking for ONE specific thing that matters to them personally. Highlights catch them. Product Highlights showcase 3 - 4 standout benefits beyond your selector. These expand on outcomes, go deeper on results, or introduce secondary
This is everything above the fold: the title, bullets, price options, and Add to Cart button. Visitors process this in 3 seconds and decide: stay or leave. We call it the PDP selector because this is where customers select everything—flavor, pack size, one-time vs. subscription—and where 80% of
Your product page gets lots of traffic but 99% leave without buying. They don't leave because your product is bad. They leave because your page fails three tests in 30 seconds: 1. Can they tell what it is? 2. Can they tell if it's for their