Full rebuild of Jot's paid social landing page: about +20% conversion
Commentary byLiftArchiveOur analysis, not theirsRebuilding Jot's main paid social landing page from top to bottom lifted conversion rate by close to 20%.
Jot, a coffee concentrate brand, did this in-house after moving page builders, and it was published as a Replo case study.
It's a before/after comparison, and the specific changes were not described.
- Conversion rate rose by close to 20% within weeks of going live.
- This is a before/after comparison, not a split test.
- Sample size, duration and confidence were not shared.
Control
Jot's main landing page for paid social traffic, built in a previous page builder that the team found limited in design and performance.
Variant
A complete top-to-bottom rebuild of the same landing page in a new page builder. The source doesn't say what changed on the page.
Why it likely won
Our reading of the result, not the practitioner's claim.
- The old builder held back design quality and page performance, so a rebuild could fix several weak spots at once.
- Paid social visitors are often new to a brand, so a clearer, better-looking page matters more for them.
- Because the whole page changed, we can't say which part drove the lift.
Caveats: Before/after rebuild, not a split test, and the specific changes were not described. Seasonality or ad changes over the same period could also affect the result.
Who ran it
Jot ran this test for Jot and published the results (Replo case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Jot →
How to run this test on your store
- Hypothesis
- If we rebuild our main paid social landing page from scratch instead of tweaking it, then conversion rate will rise because we can fix design and speed problems the old setup couldn't.
- Primary metric
- Conversion rate from paid social sessions
- Guardrails
- Average order value
- Subscription take rate
- Page load time
- Who should test it
- Brands whose current landing page is held back by its tools or template. If your page already performs well, smaller split tests are a safer way to learn what works.
Questions
Should you redesign a landing page or test small changes?
A full rebuild can make sense when the old page is limited by its tools.
Afterward, small split tests show which parts matter, which is what Jot moved to next.
Is a before/after redesign result reliable?
It's weaker than a split test, because other things change over time.
Run the new page against the old one where you can.
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