# Dedicated PPC landing page vs product page: +32.62% purchases

- Outcome: Won
- Page type: Landing page (Ecommerce)
- Elements: Ad-to-page message match, Founder & brand story, USP bars & benefit icons
- Test run by: [Journey Further](https://liftarchive.com/practitioners/journey-further/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://www.convert.com/case-studies/credibility-optimization-journey-further/
- Page: https://liftarchive.com/test/high-street-tv-yawn-bed-ppc-landing-page/

Sending 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.

## Result

**+32.62% purchases**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Revenue per visitor
- Guardrail: Bounce rate
- Guardrail: 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.

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Credit: Journey Further ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/high-street-tv-yawn-bed-ppc-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.