Halloween landing page vs themed collection: no clear lift
Commentary byLiftArchiveOur analysis, not theirsA dedicated Halloween landing page with about 20 products did not beat a regular Halloween-themed collection page on conversion rate.
Cords Club ran this A/B test in-house, and it was published as a Replo case study.
We treat it as inconclusive, since no significant difference was found.
- Conversion rate: no significant improvement. No numbers were shared.
- Shoppers on the landing page tended to click straight through to product or collection pages to keep browsing.
- In a separate test, a full-site Halloween theme with themed logo, colors and in-cart promotions did lift conversion, but no figure was given.
The change
A themed collection with full range vs a dedicated landing page capped at about 20 products
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Cords Club's regular collection page, dressed with Halloween theming, showing the full product range.
Variant
A separate Halloween landing page limited to about 20 products, a cap set by how the page builder pulls in Shopify product data.
Why it likely came out this way
Our reading of the result, not the practitioner's claim.
- Cords Club has a large catalog, and its shoppers like to browse and build up a cart. A 20-product page cut that short.
- The landing page added a step for people who wanted the full range, so it worked more like a doorway than a store.
- The control already had the seasonal theming, so the landing page had little extra to offer.
Caveats: The source gives no sample size, duration or conversion figures, only that the difference was not significant.
Who ran it
Cords Club ran this test for Cords Club and published the results (Replo case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Cords Club →
How to run this test on your store
- Hypothesis
- If we send seasonal traffic to a curated landing page instead of a themed collection, then conversion will rise because shoppers see a focused edit of the best picks.
- Primary metric
- Conversion rate
- Guardrails
- Products viewed per session
- Average order value
- Click-through to the full catalog
- Who should test it
- Small-catalog brands or campaigns built around a few gift picks. Brands whose shoppers browse widely and build large carts may see little gain, as Cords Club did.
Questions
Do seasonal landing pages beat themed collection pages?
Not always. Here a curated Halloween page showed no clear lift over a themed collection page, because shoppers wanted to browse the full range.
Does a seasonal site theme help conversion?
For Cords Club, a full-site Halloween theme did lift conversion in a separate test.
The size of the lift was not shared.
Similar tests
@oliverkenyon@oliverkenyon@oliverkenyon@oliverkenyon
Vasta
@DaveDiederen