# Make the product and total cost clear before asking for a purchase

The brief describes a paid-social landing page for a $24 mug. Its headline hides the product, the first CTA sends shoppers to a form, and the information needed to judge fit sits in the footer. Correct those three issues first. This assessment uses the supplied text wireframe; it does not claim a browser inspection or observed customer interviews.

## Measured baseline from the supplied fictional dataset

| Measure | Prior | Current |
|---|---:|---:|
| Orders / sessions | 100 / 4,000 | 120 / 4,800 |
| Order-to-session ratio | 2.50% | 2.50% |

Sales and traffic grew together; purchase conversion did not improve. The 3% goal is a target, not a forecast.

| Device | Page sessions | Form starts | Accepted submissions | Start rate | Completion per start |
|---|---:|---:|---:|---:|---:|
| Mobile | 3,360 | 168 | 42 | 5.00% | 25.00% |
| Desktop | 1,440 | 72 | 36 | 5.00% | 50.00% |
| Total | 4,800 | 240 | 78 | 5.00% | 32.50% |

Mobile has more lost starts (126) than desktop (36). This prioritizes mobile investigation but does not prove which field caused abandonment. Page-to-accepted-submission rates are 1.25% mobile, 2.50% desktop and 1.625% overall.

## Replacement first screen

**Headline:** A 500 ml stainless steel mug for your desk

**Supporting copy:** HarborMug holds your everyday cup in a blue insulated stainless steel mug. Check its 9 × 9 × 19 cm dimensions and care requirements before choosing it.

**Price:** $24 USD + $5 US shipping for one mug. $29 before applicable tax.

**Primary CTA:** Add to cart

**Care line:** Hand-wash only. Not microwave safe.

**Delivery:** Dispatch in 2 business days, followed by 3–5 business days in transit. US delivery only. Shipping is free on orders of $50 or more.

**Returns:** Unused returns within 30 days of delivery; final refunds require merchant approval.

Keep a quieter “Ask about this mug” link below the decision information. Buying remains possible without submitting a question or registering. Use a genuine product image when available; the supplied abstract illustration does not verify the product's appearance.

Alternative headline: “Meet HarborMug: 500 ml, $24.” It matches the ad's factual offer. A second alternative, “Check the fit before your next cup,” suits the dimensions section but is less clear as a cold-traffic headline. Do not replace facts with an untested superiority claim.

## Inquiry form specification

Title: **Have a question before ordering?**

Description: “Tell us what you need to know about HarborMug. Our support team will reply to the email address you provide.” No reply-time SLA has been approved.

Order: Email (required, type=email, autocomplete=email); Your question (required textarea); Name (optional, autocomplete=name). The message remains required because support needs the actual question. Remove phone, company, role and order number from this pre-purchase flow. Keep persistent visible labels and a single column; use a comfortably tappable button of at least 44 px height.

CTA: **Send my question**. Pending: **Sending…**. Disable repeated submissions while a request is pending and use a request identifier to avoid duplicate tickets.

| State | Message and behaviour |
|---|---|
| Missing email | “Enter the email address where we should reply.” Focus Email |
| Malformed email | “Check your email address, for example shopper@example.com.” Keep entered values |
| Empty question | “Tell us what you would like to know about the mug.” Focus question |
| Server/network failure | “Your question was not sent. Your text is still here; please try again.” Preserve fields |
| Server accepted | “Your question has been sent to our support team. We will reply by email.” Show Continue shopping |

Show success only after server acceptance. Do not auto-subscribe to marketing. Route ordinary questions to the support owner; policy exceptions go to the escalation owner. Do not add an unapproved privacy or response-time promise.

## Implementation order and experiments

The merchandiser owns factual headline, cost, care and shipping changes. The developer owns the direct purchase CTA, persistent labels, field reduction, accessible errors and reliable submission state. The analyst verifies one start and one accepted submission per session and separates attempt, failure and acceptance events without recording message text or email in analytics.

After those fixes, test a dimension image beside the purchase decision against the existing factual image. Hypothesis: shoppers can judge fit sooner. Another test can compare the two factual headlines. Define one primary purchase measure with a consistent attribution window before enrollment; track add-to-cart, accepted questions, technical errors and returns as secondary or guardrail measures. Do not bundle unrelated tests or claim field-count benchmarks predict this store's uplift.

Review mobile versus desktop completion, error category and time to accepted submission. Conduct five task-based sessions asking shoppers to find total cost, care restrictions and how to ask a question. Use observed failures to revise the page; five sessions diagnose usability and do not estimate a population conversion lift.