Sales page with products at the top: revenue per visitor fell ~34%
Commentary byLiftArchiveOur analysis, not theirsA sales page that put the product section first earned $1.20 per visitor, down about 34% from the $1.83 earned by Free the Roots' collection page.
Shivook built and ran the test, and it was published as an ABConvert case study.
It was one arm of a three-way test, and a different sales page won.
- Revenue per visitor fell from $1.83 to $1.20, about 34% lower (negative result).
- The other sales page in the same test, which led with the lineup, benefits and a total-price offer, rose to $2.43.
- Visitor count for this arm was not shared.
The change
Collection page with education first vs a sales page that opens with the products.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Meta ad clicks landed on the Aloe Hydrating Mists collection page. It explained why aloe works first, then let shoppers browse the mists.
Variant
Ad clicks landed on a sales page, called "Product Section at Top", that put the product section first.
Why it likely lost
Our reading of the result, not the practitioner's claim.
- Putting products first may have skipped the reasons to buy, so cold ad visitors saw choices before they were convinced.
- The winning page paired the products with benefits and a clear total-price offer; this page may have lacked that pull.
- Two well-built sales pages went in opposite directions, which suggests small layout choices matter a lot for paid traffic.
Caveats: Bundled whole-page comparison, so no single change is isolated. Visitor count and confidence for this arm were not shared. Ran March 10 to April 25, 2026.
Who ran it
Shivook ran this test for Free the Roots and published the results (ABConvert case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Shivook →
How to run this test on your store
- Hypothesis
- If we send ad traffic to a sales page that shows the product section first, then revenue per visitor will rise because shoppers can buy without scrolling.
- Primary metric
- Revenue per visitor
- Guardrails
- Conversion rate
- Average order value
- Scroll depth
- Who should test it
- Brands testing landing pages for paid traffic. Test more than one layout at once, as here; product-first pages may work better for warm or returning visitors than for cold social traffic.
Questions
Should a landing page show products at the top?
Not always. In this test, putting the product section first earned less per visitor than both the collection page and a sales page that led with benefits and an offer.
Why test more than one redesign at once?
Two redesigns can go in opposite directions. Testing both against the current page shows which one to keep.
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