Richard D’Souza didn’t start out trying to fix ecommerce landing pages.
He was deep in the world of big retail — working with brands like Walmart, Home Depot, and CVS — helping them digitize their promotions and shape the weekly deal experience for millions of shoppers.
But one pattern kept surfacing. Whether it was a seasonal flyer in-store or a digital ad online, one thing determined whether someone made a purchase:
Welcome to episode #50 of The Ecommerce Revolution Podcast. Each week, we feature a guest who’s an expert in their field to share real strategies to help you launch, grow, and win in commerce. If you want support on your journey, join our community of hundreds of entrepreneurs and get access to content, coaching, workshops, and a private network of fellow ecommerce entrepreneurs.
The story being told at the moment of discovery.
That insight followed him into his next chapter — launching a startup called Nishe that focused on helping ecommerce brands create high-converting landing pages for TikTok and Meta ads.
Most ecommerce brands treat their homepage or product page as a “landing page.” Richard realized that was a mistake. Those pages were filled with distractions — menus, popups, collections, and content that didn’t match the ad that brought people there in the first place.
The better approach?
Build a focused, frictionless experience — where the story continues the moment someone clicks your ad.
That might mean reusing the exact same video they saw in the ad. It might mean showing product photos that match the buyer’s age or demographic. It might mean stripping the page down to one product, one offer, one action.
Richard calls it putting “horse blinders” on the customer — guiding them with zero distractions.
And the results?
One ecommerce brand using Nishe jumped their conversion rate by 49%. Another went from a 2% to nearly 7% conversion rate — just by changing where their paid traffic landed.
Richard’s now helping ecommerce brands scale their landing pages fast — without breaking their Shopify stack or losing control of their offer.
The insight that changed everything?
“If you’re spending money to get someone to click — you better be ready with a story that sells.”
5 Landing Page Tips from Richard
Re-use the ad creative at the top of the landing page.
It may feel repetitive, but starting the page with the exact same video that appeared in your TikTok or Meta ad dramatically boosts conversion — because most people never heard the full pitch.Tailor the landing page to the audience.
Selling skincare to women over 50? Don’t show 20-something models. Match the visuals and testimonials to your ideal customer profile.Keep it simple.
Don’t overload the page with science, certifications, and awards. Strip it down to the offer, the product, the story, and the proof.Make checkout frictionless.
Don’t force users to click through multiple pages. Add-to-cart and checkout options should be visible at all times — especially on mobile.Use landing pages for more than ads.
These focused pages also work for email campaigns, QR codes in retail stores, influencer campaigns, and affiliate traffic.
