Custom landing pages vs Shopify product pages: +150% conversion
Commentary byLiftArchiveOur analysis, not theirsSending paid Meta traffic to custom landing pages instead of standard Shopify product pages lifted conversion rate by more than 150%.
Breath Death, an oral care brand, ran these tests in-house with Intelligems, and the result was published as a Replo case study.
This is a program of many page changes measured over three months, not a single element test.
- Conversion rate: more than 150% higher on custom landing pages than on standard product pages, within three months of launch.
- The figure compares a whole set of pages against product pages, so it reflects the full package of changes, not any one block.
- Baseline conversion rates, traffic and sample sizes were not shared.
The change
Standard product page vs a custom page personalized for the creator who sent the click
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Paid Meta ad traffic landed on Breath Death's standard Shopify product pages for its mint crystals.
Variant
Traffic went to custom landing pages built for paid campaigns. Later versions added influencer pages personalized with the creator's name, testimonial, headline, image and an auto-applied discount code.
Why it likely won
Our reading of the result, not the practitioner's claim.
- A page built for one ad can repeat the ad's message and offer, so visitors see what they clicked for.
- Personalized influencer pages carry the creator's credibility from the video to the page.
- An auto-applied discount removes a step and makes the offer feel exclusive, which likely did a lot of the work on some pages.
- Custom pages can drop the general site navigation and other distractions found on a standard product page.
Caveats: This is a program-level comparison of many custom pages against product pages over three months, and some pages carried different offers and discounts, so the lift can't be credited to page design alone. The figure is self-reported in a vendor case study, with no sample size shared.
Who ran it
Breath Death ran this test for Breath Death and published the results (Replo case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Breath Death →
How to run this test on your store
- Hypothesis
- If we send paid social traffic to a landing page that matches the ad's message and offer instead of a standard product page, then conversion rate will rise because visitors find what the ad promised without hunting for it.
- Primary metric
- Revenue per visitor from paid traffic
- Guardrails
- Average order value
- Discount cost per order
- Cost per acquisition
- Who should test it
- Brands spending meaningfully on paid social or creator campaigns with a small product line. It matters less for stores where most traffic is organic or branded search and already lands on the right product.
Questions
Should paid ads go to a landing page or a product page?
For cold paid traffic, a page built around the ad's angle often converts better than a general product page.
Test it, because the answer depends on how well your product page already matches the ad.
What is an influencer landing page?
It is a page made for one creator's audience.
It usually shows the creator's name, photo and recommendation, plus their discount code already applied.
How do you keep creator offers off Google?
Publish those pages as unindexed (noindex) and only link to them from the creator's content or ads.
That stops the exclusive discount from showing up in search.
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