Homepage-style landing page for a collab: +24.5% revenue/visitor
Commentary byLiftArchiveOur analysis, not theirsAn alternate landing page for Fishwife's Fly By Jing collaboration, built to work like a homepage for first-time visitors, lifted revenue per visitor by 24.5%.
The tinned fish brand's in-house growth team ran the test, and it was published as a Shoplift case study.
The team picked this page because its analytics showed it drew many new customers.
- Revenue per visitor: +24.5% for the alternate landing page.
- Sample size, duration and confidence were not shared.
Control
The standard page for the Fly By Jing collaboration product. The source does not describe it in detail.
Variant
An alternate landing page for the collab, designed to introduce the brand the way a homepage would for someone visiting for the first time.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Many visitors to this page were new to Fishwife, so they likely needed more context about the brand than a standard product page gives.
- A homepage-style page can introduce the brand and the wider range, which may lead new visitors to buy more.
- Targeting pages that attract the most new customers puts the change in front of the people it is built for.
Caveats: The control page is not described in detail, and the source gives no sample size, duration or confidence level. It is a testing-tool vendor's case study.
Who ran it
Fishwife ran this test for Fishwife and published the results (Shoplift case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Fishwife →
How to run this test on your store
- Hypothesis
- If we turn a top new-customer landing page into a homepage-style introduction to the brand, then revenue per visitor will rise because first-time visitors get the context they need to buy.
- Primary metric
- Revenue per visitor
- Guardrails
- Conversion rate
- Add-to-cart rate on the featured product
- Bounce rate
- Who should test it
- Brands whose analytics show certain product pages, such as collabs or viral products, pulling in lots of first-time visitors. It is less likely to help on pages mostly visited by returning customers who already know the brand.
Questions
Should a collab product get its own landing page?
If it brings in many new visitors, it is worth testing.
Fishwife's homepage-style collab page lifted revenue per visitor 24.5%.
How do I find which pages to test for new customers?
Check your analytics for the top landing pages among first-time visitors.
Fishwife found that three of its top five were product pages.
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