Two dedicated landing pages for a gut health brand: +94% conversion
Test run byBlend CommerceCRO agency
Commentary byLiftArchiveOur analysis, not theirsA UK digestive health brand launched two dedicated landing pages, one for products and one for nutritionist consultations, and conversion rate rose 94%.
Blend Commerce designed and built the pages, and the brand launched a subscription programme at the same time.
This is a before/after comparison with no stated comparison period, not a split test.
- Conversion rate: +94%.
- Revenue: +106%.
- Average order value: +13%.
- The pages and the subscription programme launched together, and the comparison period was not shared, so the split of credit is unknown.
The change
A generic store page versus a dedicated landing page built around trust and ingredients
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The store had no dedicated landing pages. It also had no subscription programme.
Variant
A product landing page covered certifications, ingredients, checkout safety, reviews and the science behind the products. A separate service page covered symptoms, how the brand works, testimonials and its nutritionists, and video content was added; subscriptions launched at the same time.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Pages built for one stage of the buyer's journey can answer that buyer's questions directly.
- Certifications, ingredients and reviews tackle the trust questions common with supplements.
- Splitting product buyers from consultation buyers lets each page use copy that fits its audience.
- Subscriptions may have raised order value and repeat revenue on their own.
Caveats: Before/after results with no stated comparison period; the pages launched on 3 May 2023. A subscription programme launched at the same time, so the gains are bundled.
Who ran it
Blend Commerce ran this test for a UK digestive health brand and published the results (Blend Commerce case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Blend Commerce →
How to run this test on your store
- Hypothesis
- If we send visitors to a landing page built for their need, with certifications, ingredients and reviews up front, then more of them will buy because their main doubts are answered on one page.
- Primary metric
- Conversion rate of paid traffic landing on the page
- Guardrails
- Average order value
- Bounce rate
- Refund rate
- Who should test it
- Health and wellness brands that sell to distinct audiences or mix products with services. It works best when you can send matching traffic to each page; with little paid traffic the effect will be hard to measure.
Questions
Do dedicated landing pages convert better than product pages?
They often do for paid traffic, because the page can match the ad and answer one audience's questions.
The gain depends on how well traffic is matched.
What should a supplement landing page include?
Clear ingredients, any certifications, reviews and a simple explanation of how the product works.
Those answer the main trust questions buyers have.
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