Research-led landing page for a pain relief device: +55.3% conversions
Test run bySplitBaseCRO agency
Commentary byLiftArchiveOur analysis, not theirsA new landing page with more trust signals, benefit copy in customers' own words and answers to common objections lifted conversions by 55.3% over the pages it was tested against.
SplitBase ran this test for NeuroMD, a maker of an FDA-cleared pain relief device.
It was a whole new page, so the lift comes from many changes together.
- Conversion rate: +55.3% compared with the existing pages.
- Whether the winner was a listicle, advertorial or hero-style page was not stated.
- Sample size, duration and confidence level were not shared.
The change
New page with trust signals, customer-language copy and objection answers.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Paid traffic went to existing pages that research found were short on trust signals. Their copy used the brand's language rather than how customers described their results.
Variant
One of the first landing pages SplitBase built for the brand. It added trust factors, rewrote benefits in customer language and answered objections the old pages missed.
Why it likely won
Our reading of the result, not the practitioner's claim.
- The audience had tried other back pain fixes without luck, so trust signals do a lot of work for skeptical buyers.
- Copy that echoes how customers describe their relief feels more believable than brand language.
- Answering objections on the page removes reasons to leave and think it over.
Caveats: This compared a whole new page with existing pages, so no single change can be credited. The page format of the winner and the test's sample size and length were not published.
Who ran it
SplitBase ran this test for NeuroMD and published the results (SplitBase case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on SplitBase →
How to run this test on your store
- Hypothesis
- If we build a landing page that adds trust signals, uses customer language for benefits and answers known objections, then conversion rate will rise because skeptical visitors get the proof and answers they need to buy.
- Primary metric
- Conversion rate of paid traffic
- Guardrails
- Cost per acquisition
- Refund rate
- Average order value
- Who should test it
- Brands in health, wellness or other categories where buyers have been let down before and need proof. If your product is low-risk and well known, heavy trust content may add little.
Questions
What trust signals help on a health product landing page?
Things like regulatory clearance, reviews and testimonials. For buyers who have tried other fixes, proof matters more than claims.
What is customer-voice copy?
Copy that uses the words customers use in reviews and surveys to describe their problem and results.
It often sounds more believable than marketing language.
Should I test a whole new landing page or single changes?
A whole new page can bring a big lift fast, as here, but won't tell you which part worked. Follow up with single-change tests.
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