A pre-launch checklist for ecommerce campaign landing pages

The headline should confirm the offer, product range or problem described in the advert. If the ad says “Refurbished business laptops under £500”, do not send people to a generic home page. Send them to a pre-filtered, usable category page where that choice is visible immediately.

Put the most decision-relevant information near the top: product availability, price or offer terms, condition, delivery expectations and the main action. Mobile users should not need to hunt for filters, product information or an add-to-basket route.

Confirm the promotion dates, exclusions, stock position, discount calculation, shipping charges and returns wording. Test one realistic order journey. If a voucher is required, make the code and qualifying conditions obvious. If stock is limited, do not imply an unlimited offer.

Use a calculator from the ecommerce tools to validate any percentage saving or pricing claim, and ensure the displayed “was” price is defensible under your business’s normal pricing practice.

Create the campaign link through the UTM Builder, then verify it in the UTM Parser. Check the final destination after redirects, cookie-consent interactions and mobile navigation. Do not add tracking parameters to internal links during the journey.

Set out what success means before launch: revenue, contribution, qualified leads, email sign-ups, product views or a blend. Compare against an appropriate baseline, not only against the platform’s reported conversions.

View the page on a small screen, click every prominent CTA, add a product to basket, read the offer terms and use the campaign URL from a private browser window. Ask someone not involved in the build one question: “What is this offer and what would you do next?” If they hesitate, fix the page before paying for traffic.