Pre-sell bridge page for cold ads: CAC €22.10 to €5.37
Test run byKasper DolkMaison Commerce
Commentary byLiftArchiveOur analysis, not theirsSending cold ad traffic to a pre-sell bridge page instead of straight to the product page cut cost per purchase from €22.10 to €5.37. Kasper Dolk ran this for a client in a fairly sophisticated niche. Spend was low, and they noted it still needed to prove itself at scale.
- Cost per purchase fell from €22.10 to €5.37, about a quarter of the old cost.
- The bridge page setup logged 10 purchases worth €420.01 in total, a very small number of orders.
- Adds to cart were 51 from 82 outbound clicks, against 60 from 418 before, so far more clicks turned into carts.
- The CVR column in the ads report rose from 3.35 to 12.20, though the post does not define how it is calculated.
The change
Ads point to a pre-sell page instead of the product page.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Ads sent cold traffic directly to the product detail page. In the ads report this setup cost €22.10 per purchase, with 60 adds to cart from 418 outbound clicks.
Variant
Ads sent traffic to a pre-selling bridge page first, which warmed visitors up before they reached the product page. This setup cost €5.37 per purchase, with 10 purchases and 51 adds to cart from 82 outbound clicks.
Why it likely won
Our reading of the result, not the practitioner's claim.
- in a niche where buyers are skeptical, cold visitors need context and reasons to believe before they see a price.
- a bridge page can filter out low-intent clicks, so the people who reach the product page are closer to buying.
- the product page was built for people who already wanted the product, not for strangers from an ad.
Caveats: This compares two ad setups over different periods, not a split test, and the spend was low with only 10 purchases on the bridge page side. Treat it as an early signal from a single client.
Who ran it
Kasper Dolk (@kasper_dolk) 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 send cold ad traffic to a pre-sell bridge page before the product page, then cost per purchase will fall, because visitors arrive at the product page already understanding why they need it.
- Primary metric
- Cost per purchase (CAC)
- Guardrails
- Revenue per visitor
- Average order value
- Click-through rate from bridge page to product page
- Who should test it
- Brands buying cold social traffic in niches where the product needs explaining or buyers have seen many claims. It is less likely to help with warm retargeting traffic or simple, well-known products.
Questions
What is a pre-sell or bridge page?
It is a page between the ad and the product page that explains the problem and the product before asking for the sale. In this case it replaced sending ads straight to the product page.
Does a bridge page lower customer acquisition cost?
For this client, cost per purchase dropped from €22.10 to €5.37. That was on low spend with 10 purchases, so it needs confirming at higher budgets.
When should ads go straight to the product page?
Direct links can work for warm audiences who already know the product. Kasper Dolk's client was in a sophisticated niche with cold traffic, where the extra step helped.
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