# Product Page Playbook — Sleep + Recovery

## The 22-section PDP architecture

See `landing-page/pdp-v3/index.html` for the live HTML.

### Section logic

| § | Section | Purpose |
|---|---|---|
| 1 | Announcement bar | Top-of-page promo (30% off, free shipping, MBG) |
| 2 | Sticky header | Navigation + sticky cart |
| 3 | Hero | Pack + headline + add-to-cart |
| 4 | Problem | Why current sleep aids fail |
| 5 | What's inside | 4-ingredient teaser |
| 6 | Ingredient deep-dive | Mg / Glycine / L-Theanine / Tart Cherry — mechanism each |
| 7 | Mechanism | 4-pathway diagram |
| 8 | Timeline | First night → week 8 |
| 9 | Comparison | vs single-form Mg / melatonin pills |
| 10 | Trust badges | 6 certs |
| 11 | (held) | UGC photo strip — rebuild as Okendo collage |
| 12 | Clinical proof | Chart with placebo vs Glycine 3g |
| 13 | Testimonials | 3 ICP quotes |
| 14 | Pricing tiers | One-time / Subscribe |
| 15 | FAQ accordion | 8-10 Qs |
| 16 | Subscribe band | Save 20% callout |
| 17 | Founder section | Personal note + photo |
| 18 | 60-day MBG | Risk reversal |
| 19 | Sticky cart | Mobile + desktop |
| 20 | Reviews aggregator | Pull from Shopify reviews |
| 21 | Cross-sell | Creatine bundle |
| 22 | Footer | Standard SETU footer |

## Conversion rules

- **Hero CTA above fold** on mobile
- **Pricing tier highlighted** "Most popular" = subscribe
- **Risk reversal early** — 60-day MBG mentioned in hero + pricing + final CTA
- **Trust signals early** — certifications appear by §10 (before pricing)
- **Mobile-first layout** — 60-70% of traffic is mobile

## Copy rules per section

| Section | Copy length | Tone |
|---|---|---|
| Hero | 30-40 words | Bold, declarative |
| Problem | 80-120 words | Recognition / empathy |
| Ingredient cards | 150 words each | Educational |
| Timeline | 50 words per week | Realistic |
| FAQ | 50-100 words per Q | Direct |
| Founder | 200-300 words | Personal |

## CRO benchmarks

| Metric | Target |
|---|---|
| Time on page | 3-5 minutes |
| Scroll depth median | 60%+ |
| Add-to-cart conversion | 4-7% |
| Subscribe vs one-time at checkout | 30/70 → 40/60 over 6 months |
| Mobile CR | within 70% of desktop |

## A/B test queue

1. Subscribe-first vs One-time-first in pricing tier ordering
2. Hero with founder face vs pack only
3. Testimonial videos vs text quotes
4. "30% off" promo banner vs "60-day MBG" banner
5. Sticky add-to-cart vs floating bar