Match one clear call-to-action (CTA) to the overall goal of your page, and reference this key message throughout the page. 2026 research shows value in sticky CTAs that move as the user scrolls. When combined with one above-fold CTA, these sticky CTAs lift conversion rates by 12%.

If customers don’t have any prior knowledge of your brand, hook them in by leading with product benefits over product features on your ecommerce landing page. 

Nik calls this the grandma test: “Your grandma should be able to go to a product page and fully understand, What does the product do? Why does it exist? How’s it going to benefit me?”

Position these features in an F-shape across the entirety of the page. Nielsen’s eye-tracking research found people tend to read in this pattern