# Rebuilt football landing page: +19.1% conversion, not significant

- Outcome: Flat / inconclusive
- Page type: Landing page (Ecommerce)
- Elements: Ad-to-page message match, Social proof, authority & press, Sticky add-to-cart bars
- Test run by: [Clean Commit](https://liftarchive.com/practitioners/clean-commit/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://cleancommit.io/ab-tests/redesigned-football-landing-page/
- Page: https://liftarchive.com/test/cleancommit-redesigned-football-landing-page/

A 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.

## Result

**+19.1% conversion, not significant**

- 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%.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Revenue per visitor
- Guardrail: Bounce rate
- Guardrail: 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.

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Credit: Clean Commit ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/cleancommit-redesigned-football-landing-page/).
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.