# Sales page instead of collection page for ad traffic: +32.7% RPV

- Outcome: Won
- Page type: Landing page (Ecommerce)
- Elements: Ad-to-page message match, Layout, fonts & visual design, Bundles & quantity breaks
- 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-sales-page-vs-collection/

Sending Meta ad traffic to a dedicated sales page instead of a collection page raised Free the Roots' revenue per visitor from $1.83 to $2.43, a 32.68% lift at 99.52% confidence. Shivook built and ran the test, and it was published as an ABConvert case study. The whole page changed at once, so no single element can take credit.

## Result

**+32.7% RPV**

- Revenue per visitor rose from $1.83 to $2.43 (+32.68%) at 99.52% confidence.
- Visitors: 5,958 on control and 4,435 on this sales page.
- A second sales page that put the product section first did worse than control, at $1.20 per visitor.
- This was a bundled change, so the lift belongs to the whole page.

## 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 "Total Price Buy Box", that led with the full product lineup, the benefits and a direct offer showing the total price.

## Why it likely won (our reading)

- Ad visitors have already seen the pitch, so putting the products and offer up front may suit them better than an education section first.
- A buy box with the total price makes the deal clear and the next step obvious.
- Showing the full lineup together may have nudged shoppers toward buying more than one mist.

## Caveats

Whole-page comparison, so no single change is isolated. A third arm, "Product Section at Top", lost to control. Traffic split was uneven; the test ran March 10 to April 25, 2026.

## How to run this test

- Hypothesis: If we send paid social traffic to a focused sales page with the lineup, benefits and a total-price offer up front, then revenue per visitor will rise because ad visitors reach a clear offer right away.
- Primary metric: Revenue per visitor
- Guardrail: Conversion rate
- Guardrail: Average order value
- Guardrail: Bounce rate
- Who should test it: Brands spending on paid social that send clicks to a collection or home page. It suits small product ranges with a clear offer; stores with huge catalogs may need browsing more.

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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-sales-page-vs-collection/).
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.