KC · 5 Landing Page Sins

— Instagram Caption + Hashtags

I spent an hour clicking Instagram ads from SA e-commerce brands this week. The ads were good. The products were good. The landing pages were BURNING money. The 5 sins I saw in almost every one ↑ If you're spending R500+/day on Meta ads and your landing page has 3 of these — you're not paying Meta. You're donating to Meta. Comment AUDIT and I'll send you the code + link to grab my Audit Template from The Cabinet. It's the 24-hour framework I run on every e-com site before I quote a client. Free. Instant access.

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COVER
Visual-first
Hook

kgomotsoconversions

— Friction Autopsy № 01

5 landing page
sins killing SA
e-commerce.

I looked at 10 brands. They're all doing at least 3.

THE
SETUP
Context

The Setup · Why this matters 02 / 08

This isn't a traffic problem.
It's a conversion problem.

The ad spend R500+ per day on Meta

The clicks Landing. Just fine.

The sale Lost. On the page.

— The 5 sins I saw in almost every one

SIN #1
Ad ≠ Page
Mismatch

Friction Autopsy · Sin 01 of 05 03 / 08

SIN 01

Hero Image Mismatch

Ad shows the product.
Page shows a random model.

Meta ad: clean sneaker shot.
Landing page: lifestyle photo in a field.
The visitor's brain snaps.

Cognitive whiplash. Bounce.

SIN #2
Price Below
Fold

Friction Autopsy · Sin 02 of 05 04 / 08

SIN 02

Price Below The Fold

If I have to scroll
to see the price —

I assume it's expensive.
I assume you're hiding something.
I don't do either.

I just leave.

SIN #3
No Social
Proof

Friction Autopsy · Sin 03 of 05 05 / 08

SIN 03

No Social Proof Above Fold

Reviews on page 4.
Trust badges nowhere.

Your visitor doesn't trust you yet.
They've been on your site 4 seconds.
Prove it before they scroll.

Trust doesn't wait. Neither do they.

SIN #4
5-Page
Checkout

Friction Autopsy · Sin 04 of 05 06 / 08

SIN 04

Checkout Is 5 Pages Long

Every extra page
= 20% drop-off.

5-page checkout = 40%+ lost to friction alone.
They wanted to buy. You made them work for it.

2 pages max. Or leave money in the dark.

SIN #5
No WhatsApp
Fallback

Friction Autopsy · Sin 05 of 05 07 / 08

SIN 05

No WhatsApp Fallback

SA customers WhatsApp
before they buy.

It's not optional here. It's cultural.
No WhatsApp button = you lost the sale to the brand that has one.

The competitor with a green button wins.

CLOSER
Cabinet
Funnel

kgomotsoconversions

— The Close

Not sure if your landing page is committing any of these sins?

Grab my Audit Template from The Cabinet — the 24-hour framework I use before I quote any e-com client.

From The Cabinet

Audit Template

24-hour site audit framework · Template · 24hr

FREE

— Comment

AUDIT

I'll DM you the access code + Cabinet link.
Instant. No back-and-forth.