Dedicated PPC landing page vs product page: +32.62% purchases
Commentary byLiftArchiveOur analysis, not theirsSending paid search traffic to a dedicated landing page, instead of the standard product page, increased Yawn Bed purchases by 32.62%.
Journey Further ran this test for High Street TV, and it was published as a Convert.com case study.
The new page focused on the brand, its USPs and showing the product in depth.
- Completed purchases: +32.62% against the product page, at 98.56% confidence.
- Only paid traffic was tested, so this shows the effect for ad visitors, not for all shoppers.
- The planned drop in bounce rate was a goal, but no bounce figure was shared.
The change
Paid visitors see a brand and USP-led landing page instead of the product page.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Paid traffic went to the standard Yawn Bed product page on the High Street TV site, with no changes.
Variant
Paid traffic went to a new landing page built around who High Street TV is, the product's USPs and a more immersive look at the bed than the product page template allowed.
Why it likely won
Our reading of the result, not the practitioner's claim.
- User research suggested many visitors didn't know High Street TV, especially next to Amazon or Argos. A page that introduces the brand can build the trust a product page assumes.
- Path analysis showed paid visitors dropped off on the product page, so a page made for them addressed a known leak.
- A standalone page can tell the product story in more depth than a fixed product template.
Caveats: Paid traffic only, about 7,500 users per arm over 6 weeks. The landing page differs from the product page in many ways, so the lift can't be credited to any single element.
Who ran it
Journey Further ran this test for High Street TV and published the results (Convert.com case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Journey Further →
How to run this test on your store
- Hypothesis
- If we send paid traffic to a landing page that introduces our brand and USPs, then more ad visitors will buy because they trust a seller they hadn't heard of.
- Primary metric
- Purchases per paid visitor
- Guardrails
- Revenue per visitor
- Bounce rate
- Cost per acquisition
- Who should test it
- Lesser-known brands buying search or social traffic for hero products that also sell on big marketplaces. A well-known brand, or one with warm returning traffic, may see less benefit.
Questions
Should paid ads go to a product page or a landing page?
A product page is fine for known brands.
Here, a lesser-known brand did better with a page that introduced itself and its USPs first.
What goes on a PPC landing page for a single product?
Lead with the main benefit, explain who you are, show the product clearly and keep one clear buy button.
The tested page focused on brand, USPs and product detail.
How long should a landing page test run?
Long enough to cover full weekly cycles and reach your planned sample.
This one ran for 6 weeks with about 7,500 users per arm.
Similar tests
@DaveDiederen
SplitBaseSplitBase