# Sales page with products at the top: revenue per visitor fell ~34%

- Outcome: Lost
- Page type: Landing page (Ecommerce)
- Elements: Ad-to-page message match, Layout, fonts & visual design
- Date shared: 2026-03
- Test run by: [Shivook](https://liftarchive.com/practitioners/shivook/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://www.abconvert.io/case-studies/how-free-the-roots-increased-revenue-per-visitor-by-33-with-a-sales-page
- Page: https://liftarchive.com/test/free-the-roots-shivook-product-section-top-page/

A 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.

## Result

**revenue per visitor fell ~34%**

- 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.

## 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)

- 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.

## How to run this test

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

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Credit: Shivook ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/free-the-roots-shivook-product-section-top-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.