# Homepage-style landing page for a collab: +24.5% revenue/visitor

- Outcome: Won
- Page type: Landing page (Ecommerce)
- Elements: Layout, fonts & visual design, Ad-to-page message match
- Test run by: [Fishwife](https://liftarchive.com/practitioners/fishwife/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://www.shoplift.ai/case-studies/fishwife
- Page: https://liftarchive.com/test/fishwife-fly-by-jing-collab-landing-page/

An 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.

## Result

**+24.5% revenue/visitor**

- 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)

- 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.

## How to run this test

- 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
- Guardrail: Conversion rate
- Guardrail: Add-to-cart rate on the featured product
- Guardrail: 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.

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Credit: Fishwife ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/fishwife-fly-by-jing-collab-landing-page/).
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.