Results timeline moved higher on landing page: +26.72% RPV
Test run byDave DiederenSyntra Labs
Commentary byLiftArchiveOur analysis, not theirsMoving a week-by-week results timeline higher up a landing page lifted revenue per visitor by 26.72% and conversion rate by 24.36% in Dave Diederen's test. The timeline had already performed well in the brand's ads. Average order value barely moved.
- Revenue per visitor: +26.72% ($1.25 to $1.58). The range stayed above zero (+2% to +70%).
- Conversion rate: +24.36% (1.83% to 2.27%). Many more visitors bought, though the range touched zero at the low end.
- Average order value: +1.90% ($68.43 to $69.73). Close to flat, so nearly all the gain came from more orders.
The change
The results timeline moves from near the FAQ to just after the why-it-works section.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
A listicle-style landing page with the Week 1, Week 2, Week 4 results timeline sitting low, near the offer and FAQ.
Variant
The timeline moved up, right after the section explaining why the product works and before the offer. The page now ran: why it works, what to expect over time, then the offer.
Why it likely won
Our reading of the result, not the practitioner's claim.
- a timeline answers what results to expect and when, which is one of the biggest questions before buying.
- the timeline already did well in ads, so placing it higher kept the landing page in line with what drew people to click.
- showing the timeline before the offer makes the outcome feel concrete just before the buyer is asked to pay.
Caveats: Sample size and test length were not shared, and the ranges were very wide, so the true lift is likely smaller than 26%. One brand, one landing page.
Who ran it
Dave Diederen (@DaveDiederen) shared this test on X. The numbers and screenshots are theirs.
View the original post on X
How to run this test on your store
- Hypothesis
- If we move the results timeline above the offer, right after the explanation of why the product works, then more visitors will buy because they can picture the outcome before seeing the price.
- Primary metric
- Revenue per visitor
- Guardrails
- Average order value
- Scroll depth to offer
- Refund rate
- Who should test it
- Brands selling products with results that build over time, such as supplements or skincare, especially if a timeline angle already works in ads. Products with instant, obvious benefits have less need for it.
Questions
Where should a results timeline go on a landing page?
In this test, moving it higher, after the explanation of why the product works and before the offer, lifted revenue per visitor by 26.72%.
Should landing pages reuse ad angles?
Dave Diederen moved the timeline up because it already did well in ads. Giving a proven ad message a prominent spot on the page paid off here.
Does section order on a landing page matter?
It did here. Same content, new order, and conversion rose 24.36%.
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