# Two dedicated landing pages for a gut health brand: +94% conversion

- Outcome: Won
- Page type: Landing page (Ecommerce)
- Elements: Layout, fonts & visual design, Subscriptions & subscribe-and-save, UGC & product video
- Date shared: 2023
- Test run by: [Blend Commerce](https://liftarchive.com/practitioners/blend-commerce/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://blendcommerce.com/blogs/our-work/digestive-health-brand
- Page: https://liftarchive.com/test/digestive-health-brand-landing-pages/

A 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.

## Result

**+94% conversion**

- 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.

## 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)

- 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.

## How to run this test

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

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Credit: Blend Commerce ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/digestive-health-brand-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.