# Clearer gallery and benefit copy for cold Meta traffic: +8.93% sales

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Product images & gallery, Headlines, product titles & copy
- Test run by: [Oliver Kenyon](https://liftarchive.com/practitioners/oliverkenyon/) (Conversionwise)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://www.convert.com/case-studies/convert-case-study-conversionwise/
- Page: https://liftarchive.com/test/conversionwise-wellness-pdp-cold-meta-traffic/

A product page with a cleaner image gallery and clearer benefit copy raised purchase conversion from 5.27% to 5.74%, a lift of 8.93%, for cold traffic from Meta ads. ConversionWise ran this test for a health and wellness brand that sells to health-conscious women, and it was published as a Convert.com case study. The gallery and the copy changed together, so the result belongs to the whole package, not to one element.

## Result

**+8.93% sales**

- Purchase conversion rate: 5.27% to 5.74%, a relative lift of 8.93%.
- Add-to-cart events: up 6.6%.
- Checkouts started: up 7%.
- Pages viewed after purchase: up 18%, as reported in the case study.

## Control

Cold visitors from Meta ads landed on a product page with a cluttered gallery that left out nutrition facts and benefits. The copy was generic and didn't say who the product was for or why it beat alternatives.

## Variant

The first gallery image showed the number of servings and the key USPs with icons, and the gallery got clear previews. New copy explained the brand, what makes it different and who it serves, and tied features to everyday benefits.

## Why it likely won (our reading)

- Cold ad traffic doesn't know the brand yet, so the page has to explain the product fast. Moving the USPs onto the first image put the case for buying where everyone looks.
- Scroll data showed most buyers never reached the sections with key information, so lifting it higher closed that gap.
- Naming the target buyer helps the right visitors feel the product is made for them.
- Linking features to everyday benefits turns specs into reasons to buy.

## Caveats

Gallery and copy changed in one variant, so we can't say which part drove the lift. The test ran for 14 days on paid traffic with a 95% significance threshold; sample size was not shared.

## How to run this test

- Hypothesis: If we put the product's key benefits on the first gallery image and explain who it is for and why it is different, then more cold visitors will buy because they understand the product before they scroll.
- Primary metric: Purchase conversion rate
- Guardrail: Revenue per visitor
- Guardrail: Add-to-cart rate
- Guardrail: Bounce rate from paid traffic
- Who should test it: Brands sending cold social ad traffic straight to product pages, especially for products that need explaining, like supplements. It may matter less for well-known products or warm, returning traffic.

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Credit: Oliver Kenyon ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/conversionwise-wellness-pdp-cold-meta-traffic/).
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.