Shopping campaigns drive traffic to website pages featuring individual product SKUs. Our Shopping campaign CRO feedback addresses how effectively the product is presented, and how the bots will index the page.
There are also a number of requirements on the Shopping campaign landing page that are imposed by the ad platform, that we check for. This includes things like the return policy, two means to reach the seller, and refund/exchange procedures.
Landing pages for shopping campaigns have a different role to play versus landing pages for search, display, and video campaigns. Their task is to convert ready-to-buy traffic into sales.
All of our recommendations are consistent with well-known industry best practices, as described in related articles on this site.