Rebuilt, simpler supplement landing page: +20.81% conversion rate
Test run byVastaCRO agency
Commentary byLiftArchiveOur analysis, not theirsA full rebuild of Infinite Age's landing page, focused on one headline, one call to action and trust cues near the price, lifted conversion rate by 20.81%.
Vasta ran this test for the supplements brand and published it as a Vasta case study.
Many changes shipped together, so the lift belongs to the redesign as a whole, not any one element.
- Conversion rate: +20.81% at 95% confidence for the redesigned page.
- Vasta reports 554 extra purchases a month and about $58,170 in added monthly revenue. These are the agency's figures.
- Because the whole page changed, the test can't tell which part did the most work.
The change
A busy page with competing CTAs becomes one focused story with trust cues at the price.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
A long landing page with several competing calls to action, a looping lifestyle video and a lot of secondary copy.
Variant
A rebuilt page with one headline, one benefit and one call to action above the fold, a linear story down the page, and trust badges, star ratings and a bottles-sold counter near the price. It was also built mobile-first and loaded faster.
Why it likely won
Our reading of the result, not the practitioner's claim.
- The traffic came from ads and already knew the product, so removing distractions let ready buyers act sooner.
- One clear call to action avoids splitting attention between competing buttons.
- Trust signals placed at the price address doubt at the moment people decide.
- Faster load time likely helped, especially on mobile.
Caveats: This was a full page redesign with many changes bundled together, so no single change can be credited. Sample size and test duration were not shared.
Who ran it
Vasta ran this test for Infinite Age and published the results (Vasta case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Vasta →
How to run this test on your store
- Hypothesis
- If we rebuild our landing page around one clear offer, one call to action and trust cues near the price, then conversion rate will rise because high-intent visitors face fewer distractions.
- Primary metric
- Conversion rate
- Guardrails
- Average order value
- Page load time
- Refund rate
- Who should test it
- Brands sending paid traffic to a busy landing page where visitors already know the product. If most visitors are new and need education, cutting too much content may hurt.
Questions
Should a landing page have only one call to action?
For high-intent traffic, one primary action usually works best. Several competing buttons split attention.
Where should trust badges go on a landing page?
Near the price and the buy button, where doubt is highest.
This redesign placed badges, ratings and a sales counter there.
Can I tell which change caused the lift in a redesign test?
No. A redesign test tells you the new page beats the old one.
To learn what drove it, test elements one at a time afterwards.
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