Dedicated paid social landing pages: up to +55% conversion rate
Test run bySplitBaseCRO agency
Commentary byLiftArchiveOur analysis, not theirsSending paid social traffic to dedicated mobile-first landing pages, instead of the homepage or collection pages, lifted conversion rate by up to 55%.
SplitBase ran this test for DIFF Eyewear. The new pages were whole new designs, so the lift reflects many changes at once.
- Conversion rate for paid traffic: up to +55% compared with the existing pages.
- 'Up to' means 55% was the best result; the typical lift across pages may be lower.
- The pages were tested with thousands of visitors over multiple weeks. Exact sample size and confidence were not shared.
The change
Homepage or collection page replaced by a dedicated mobile-first landing page.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Paid ad traffic landed on the homepage, the best sellers page or other collection pages. None of these were built for visitors arriving from an ad.
Variant
New landing pages designed for how mobile visitors browse and buy, built from analytics, heatmaps, exit surveys, customer surveys and usability tests.
Why it likely won
Our reading of the result, not the practitioner's claim.
- A homepage serves every kind of visitor. A landing page can pick up where the ad left off and focus on one path to purchase.
- The brand's goal was more mobile conversions from paid media, and these pages were designed for phones first.
- Building from survey and usability findings meant the pages answered the questions and doubts real shoppers raised.
Caveats: This compared whole new pages with existing ones, so no single element can be credited. The 55% is an 'up to' figure, and sample size and confidence level were not published.
Who ran it
SplitBase ran this test for DIFF Eyewear and published the results (SplitBase case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on SplitBase →
How to run this test on your store
- Hypothesis
- If we send paid social clicks to a mobile-first landing page built around our customers' main questions and objections, then conversion rate will rise because visitors get a focused path instead of a general homepage.
- Primary metric
- Conversion rate of paid social sessions
- Guardrails
- Average order value
- Bounce rate
- Cost per acquisition
- Who should test it
- DTC brands spending meaningfully on Meta or TikTok that currently send ads to the homepage or collections. If most of your traffic is organic or returning customers, a dedicated page matters less.
Questions
Should paid social ads go to the homepage?
Often not. In this test, dedicated landing pages converted up to 55% better than the homepage and collection pages.
What goes on a paid social landing page?
Content shaped by what customers say stops them buying: key benefits, proof and answers to common questions, laid out for phones first.
How do you know which landing page element worked?
You can't from a whole-page test. Once the new page wins, test single sections on it to learn what drives the lift.
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