Rebuilt football landing page: +19.1% conversion, not significant
Test run byClean CommitCRO agency
Commentary byLiftArchiveOur analysis, not theirsA full rebuild of a paid-traffic football landing page raised conversion rate by 19.1% and revenue per visitor by 12.1%, but the result was not statistically significant.
Clean Commit ran this test for an anonymized sports equipment store on Shopify and published it in its A/B test library.
Many changes shipped together, so no single element can take the credit.
- Conversion rate: +19.1%, with an 80.6% probability of beating the original. Not significant.
- Revenue per visitor: +12.1%.
- Click-through rate: +18.7%, and bounce rate fell 13.7%.
- Orders: +9.7%.
The change
The rebuilt page adds ad-matched hero, social proof, FAQ and a sticky mobile button.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The original landing page that visitors from paid football ads landed on.
Variant
A rebuilt page that opened with the ad's message, then athlete photos, testimonials, short how-it-works sections, credibility points, reviews and an FAQ covering sizing and returns. Mobile visitors also got a sticky 'Shop Now' button.
Why it likely came out this way
Our reading of the result, not the practitioner's claim.
- Repeating the ad's message tells visitors they landed in the right place.
- Athlete photos, testimonials and reviews give parents and players reasons to trust an unfamiliar product.
- Answering sizing and returns questions on the page removes common reasons to leave.
- The sample was small, so the true effect could be smaller, larger or zero.
Caveats: Only 4,081 visitors, and the result did not reach significance. This was a bundled redesign, so the gain cannot be traced to any one change.
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 rebuild our paid landing page to echo the ad, add social proof and answer sizing and returns questions, then conversion rate will rise because visitors understand and trust the product sooner.
- Primary metric
- Conversion rate from paid traffic
- Guardrails
- Revenue per visitor
- Bounce rate
- Return rate
- Who should test it
- Stores sending paid traffic to a dedicated landing page for one product or category. If you need to know which change works, test the pieces one at a time instead.
Questions
Should a landing page match the ad?
Matching the ad's message is a common way to reassure visitors they are in the right place.
In this test it was one of several changes, so its own effect is unknown.
Is a sticky Shop Now button worth testing on mobile?
It keeps the buying action in reach on long pages.
Test it alone if you want a clear read on its impact.
How much traffic do I need for a landing page test?
It depends on your conversion rate and the lift you expect.
Here 4,081 visitors were not enough to confirm a 19% lift.
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