Buy-on-page product card on a football landing page: +4.2% conversion
Test run byClean CommitCRO agency
Commentary byLiftArchiveOur analysis, not theirsLetting visitors buy straight from a football landing page, with new season-start urgency copy, raised conversion rate by 4.2%, a weak result we count as inconclusive.
Clean Commit ran this test for an anonymized Shopify store and published it in its A/B test library.
Several changes shipped together, and across 37,549 visitors over 36 days the variant had only a 62.3% probability of being better.
- Conversion rate: +4.2%, with a 62.3% probability of beating the original. Not significant, so inconclusive.
- Revenue per visitor: +4.3%, and orders: +5.4%.
- Click-through rate: -20.7%, expected since shoppers no longer needed to click away to buy.
- Bounce rate: +9.6%, a negative signal worth watching.
The change
A redirect button becomes urgency copy and an on-page product card.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
A football landing page that sent visitors on to another page to buy.
Variant
Rewritten copy built urgency around the start of the football season, a product card let visitors buy on the page, and the redirect was removed.
Why it likely came out this way
Our reading of the result, not the practitioner's claim.
- A shorter path to purchase removes a page load where visitors could drop off.
- Season-start urgency may have nudged fans to act now, though its effect can't be separated from the product card.
- Some visitors may have wanted to browse more options, which could explain the rise in bounce rate.
Caveats: Copy, a product card and the removed redirect shipped together, so the result can't be credited to one change. After 36 days and 37,549 visitors it was still not significant.
Who ran it
Clean Commit ran this test for a Shopify store (anonymized) and published the results (Clean Commit A/B test library). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Clean Commit →
How to run this test on your store
- Hypothesis
- If we let visitors buy directly on the landing page, then conversion rate will rise because there is less friction and a shorter path to purchase.
- Primary metric
- Conversion rate
- Guardrails
- Bounce rate
- Revenue per visitor
- Who should test it
- Stores sending paid or seasonal traffic to landing pages that link elsewhere to buy. Test the product card and the urgency copy separately to learn which one matters.
Questions
Should landing pages let visitors buy directly?
It removes a step, which often helps. In this test conversion rose 4.2%, but the result was not significant and bounce rate rose 9.6%.
Does urgency copy work for seasonal products?
It can, but here it shipped with a new product card, so its own effect is unknown.
Test it on its own to find out.
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