Dedicated Landing
The Buy Now link in the article routes the reader to a dedicated landing — a separate page outside the article — where the product detail, address, and payment all render. The publisher chooses this pattern when a richer shopping experience matters more than reading-flow continuity.
When this fits
| Condition |
Does this pattern fit? |
| Publisher prefers a dedicated shopping page (separate branding or full PDP) |
✅ Yes |
| Single product needs rich presentation (long-form review with detailed gallery) |
✅ Yes |
| Reader expects to leave the article to shop |
✅ Yes |
| Reading-flow continuity is the priority |
❌ Use Embedded Buy Button instead |
| Curated roundup with multiple products |
⚠️ Possible but cart accumulation is harder across separate landings |
How the click-through flows
| Stage |
What happens |
| Article |
Reader sees Buy Now link inline with the article |
| Click |
Reader navigates to the dedicated landing URL with article ID and product ID encoded |
| Landing renders |
Landing captures article/product context, starts a Firmly browser session |
| Checkout |
Reader fills address + payment on the landing |
| Order placement |
POST /payment/complete-order (finalizes the cart built on the landing) with publisher and article identifiers in metadata |
| Confirmation |
Landing shows confirmation; back-link to the article for the reader to return |
What the publisher owns
| Layer |
Owner |
| Article CMS and content management |
Publisher |
| Buy Now link/component |
Publisher |
| Dedicated landing page UI |
Publisher (or Firmly’s hosted checkout) |
| Click-through context capture (article ID, product ID) |
Publisher |
| Cart / order orchestration |
Firmly APIs |
| Payment + order placement |
Firmly APIs |
| Dimension |
Embedded |
Dedicated Landing |
| Reading-flow continuity |
✅ Preserved |
❌ Reader leaves article |
| Product presentation depth |
Limited by panel size |
Full page available |
| Cart accumulation across multiple products |
✅ Natural |
❌ Harder (each landing is its own cart) |
| Conversion rate |
Typically higher (no extra navigation) |
Typically lower, due to the extra navigation step |
| Brand control for the shopping experience |
Article surface owns |
Dedicated landing owns |
For most publishers, Embedded Buy Button is the default. Dedicated Landing is the right call when product presentation requirements (long-form merchandising, video, configurators) can’t fit in a slide-in panel.
Constraints to plan for
- Click-through context. The landing URL must carry the article ID, product ID (SKU), and attribution params. Plan a URL scheme that’s stable and shareable — for example,
https://<publisher>.com/shop/{article-id}/{sku}?utm_source=.... Once the buyer is on the landing page and the cart exists, pass that context to Firmly with Set Cart Attribution using utm, referrer_url, referral_code, and landing_page (see the flow attribution note); the article ID and SKU are yours to define.
- Back-link to article. Always offer a way back to the article — both on the landing and on the post-purchase confirmation.
- Mobile-first. Most clicks come from mobile. Landing must work on a narrow viewport without horizontal scroll.
- Cart isolation. Each landing is its own cart session — readers who want multiple items must do separate purchases or return to a roundup article that aggregates.
