ECOMMERCE DESTINATION TEST BRIEF
Stan Consulting LLC | September 22, 2026
https://stanconsultingllc.com/blog/landing-page-vs-product-page-vs-sales-page-ecommerce

DECISION
Ad or creative URL:
Audience, market, device and traffic placement:
Exact promise the shopper clicked:
Advertised product/variant, collection or offer:
Current destination:
Unanswered buying question:
Proposed change and why the current page cannot do the job:
Can an existing product/collection template answer it instead?

PLACEMENT REQUIREMENTS
Is this a Shopping product link? If yes, verify the advertised product/variant
is the main focus, key details match the feed and the purchase action works.
Check the CURRENT Google Merchant Center requirements:
https://support.google.com/merchants/answer/4752265?hl=en
Do not substitute a category or generic page for a Shopping product link.
Keep price, currency, availability and variant selection consistent.

OWNERSHIP AND ACCEPTANCE
Merchant approves product claims, price, offer, stock, return and delivery terms:
Marketer owns creative/promise and the experiment hypothesis:
Developer owns variant selection, cart, checkout, device QA and rollback:
Analyst owns event QA, allocation checks and purchase/refund reconciliation:
Budget and launch approval owner:
Accounts, access, approved media and product data needed:
Buyer retains accounts, editable page assets and the test record.
Acceptance: exact ad promise visible; advertised product identifiable; variants,
price and terms correct; cart and checkout work; consent and purchase tracking
verified; keyboard/mobile usable; feed validation complete when applicable.

EXPERIMENT
Hypothesis:
Control and alternative URLs:
Random allocation method at the same visitor eligibility point:
Persistent assignment and duplicate-event controls:
Same audience, creative, offer and delivery window, or documented differences:
Primary outcome (for example contribution after ad spend per eligible session):
Guardrails (checkout errors, refunds, margin, stock, load time):
Baseline for the primary outcome and smallest commercially meaningful improvement:
For purchase rate, use baseline conversion. For contribution per session, include
variation in order values and costs; purchase count alone is not a margin sample plan.
Sample plan and analysis method agreed BEFORE launch:
Purchase attribution window and purchase-lag allowance:
Return-maturity window (or clearly labeled temporary estimate):
Start date, planned analysis date and budget cap:
Abort conditions and rollback owner:
If sample is insufficient, label the result inconclusive; do not call a winner.

FINANCIAL COMPARISON — USE THE SAME COHORT AND WINDOW
Eligible assigned sessions, not just sessions reaching a later funnel page.
Net merchandise revenue = merchandise revenue after discounts and refunds,
excluding pass-through sales tax. Handle customer shipping revenue consistently.
Variable non-ad costs = net product cost + fulfillment + payment fees + return
handling + other attributable variable costs. Do not deduct a refund twice.
Contribution after ads = net revenue - variable non-ad costs - ad spend.
Contribution per eligible session = contribution after ads / eligible sessions.
This is not net profit: fixed overhead and page-development cost remain.
Control:
Alternative:
Uncertainty and data-quality limitations:
Incremental build/maintenance cost and expected useful life:

DECISION AND HANDOFF
Keep control / adopt alternative / collect more evidence / fix measurement:
Reason and supporting export:
Deployment approval:
Rollback URL/template and retained version:
Next review date and owner:

BUILD-COST CHECK (optional; use one consistent currency)
One-time page cost:
Monthly additional upkeep:
Months allowed to recover those costs:
Conservative monthly eligible sessions reaching the changed destination:
Required extra contribution/session:
(page cost / recovery months + monthly upkeep) / eligible sessions

This is a cost-recovery threshold, not a performance forecast or sample plan.
Compare incremental contribution after ads and variable costs on the same basis.
Allow for uncertainty, mature returns, changing traffic and costs. Matching the
threshold covers the entered costs only; it does not establish an adequate return.

FILLED HYPOTHETICAL EXAMPLE
Ad: starter filter kit for a compatible kitchen connection.
Gap: current product page does not show the supplied fitting.
Change: add a fitting close-up and compatibility guidance on that product page.
Control: original product page; unchanged offer, creative and purchase path.
Allocation: randomly assign eligible visitors; keep assignment consistent.
Decision: agree outcome, useful effect and sample before launch; reconcile
purchases, contribution and returns. If inconclusive, retain the control.
Product facts and acceptance criteria must be verified by the merchant.