# Custom landing pages vs Shopify product pages: +150% conversion

- Outcome: Won
- Page type: Landing page (Ecommerce)
- Elements: Ad-to-page message match, Layout, fonts & visual design
- Test run by: [Breath Death](https://liftarchive.com/practitioners/breath-death/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://www.replo.app/case-study/boosting-cvr-by-150-by-testing-personalized-landing-pages-at-breath-death
- Page: https://liftarchive.com/test/breath-death-custom-landing-pages-vs-shopify-pdp/

Sending 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.

## Result

**+150% conversion**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Average order value
- Guardrail: Discount cost per order
- Guardrail: 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.

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Credit: Breath Death ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/breath-death-custom-landing-pages-vs-shopify-pdp/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.