Moov sells compact, foldable treadmills and walking pads for the home, across five European markets. The brand acquires most of its customers through paid social, so the listicle is the first page that ad traffic sees.

The average ecommerce brand now loses around 29 dollars on every new customer it acquires, and ad costs on Meta are at record highs. At those prices, every visitor lost between the ad and the product page is money already spent with nothing to show for it.

This hits Moov harder than most, because a treadmill costs around 400 euro, and people do not spend that the first time they see a brand. They have questions first, and those questions have to be answered before anyone gets to a price.

Moov's team writes its own copy and runs its own offers, so the page was built as a template rather than a finished single page. Every section is a component with one defined job, the hierarchy holds no matter what text lands in it, and the image slots are specified so new product photography drops in without a redesign. When Moov wants a new version of the page, they can assemble it quickly without hiring a designer.

Every brand running paid ads is paying more for the same click. What happens after the click is the part they still control. That is the part Moov now has covered.