# Rebuilt, simpler supplement landing page: +20.81% conversion rate

- Outcome: Won
- Page type: Landing page (Ecommerce)
- Elements: Layout, fonts & visual design, Hero & above-the-fold section, Trust badges & security seals
- Test run by: [Vasta](https://liftarchive.com/practitioners/vasta/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://vasta.me/articles/clean-layout-clear-gains-a-21-conversion-lift-from-simplified-ux
- Page: https://liftarchive.com/test/infinite-age-zero-friction-landing-page/

A 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.

## Result

**+20.81% conversion rate**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Average order value
- Guardrail: Page load time
- Guardrail: 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.

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Credit: Vasta ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/infinite-age-zero-friction-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.