# Dedicated paid social landing pages: up to +55% conversion rate

- Outcome: Won
- Page type: Landing page (Ecommerce)
- Elements: Ad-to-page message match, Layout, fonts & visual design
- Test run by: [SplitBase](https://liftarchive.com/practitioners/splitbase/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://splitbase.com/case-studies/diff-eyewear
- Page: https://liftarchive.com/test/diff-eyewear-paid-social-landing-pages/

Sending 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.

## Result

**up to +55% conversion rate**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Average order value
- Guardrail: Bounce rate
- Guardrail: 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.

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Credit: SplitBase ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/diff-eyewear-paid-social-landing-pages/).
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.