Halloween landing page vs collection page: 0.31% to 0.47% conversion
Commentary byLiftArchiveOur analysis, not theirsA Halloween-styled landing page for Simple Modern's Harvest Collection converted at 0.47%, against 0.31% for the standard Shopify collection page, a 51% lift.
Simple Modern ran the test in-house over eight days in September 2024, and it was published as a Replo case study.
The test was stopped early because the gap looked clear.
- Conversion rate: 0.47% on the landing page vs 0.31% on the collection page, a 51% relative lift.
- The test ran only eight days, from September 6 to 14, 2024.
- Sample size and statistical confidence were not shared.
The change
Standard collection grid vs a Halloween-themed landing page with hero video
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Shoppers saw the standard Shopify collection page for the Harvest Collection.
Variant
Shoppers saw a dark, Halloween-themed landing page with product videos in the hero, imagery not used elsewhere on the site, and styling that matched the ads and emails.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Matching the ad and email styling made the click feel like part of one seasonal campaign.
- Product videos in the hero show the drinkware in use, which a static grid can't.
- Fresh imagery may have made a limited collection feel special.
Caveats: The test ran just eight days and was stopped early, which can overstate a lift. Several things changed at once (layout, video, imagery, styling), and no sample size was shared.
Who ran it
Simple Modern ran this test for Simple Modern 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 Simple Modern →
How to run this test on your store
- Hypothesis
- If we send seasonal campaign traffic to a themed landing page with product video instead of the collection page, then conversion will rise because the page feels like a continuation of the ad.
- Primary metric
- Conversion rate
- Guardrails
- Revenue per visitor
- Average order value
- Page load time on mobile
- Who should test it
- Brands running seasonal or limited drops with dedicated ad and email traffic. Run the test for at least one to two full weeks before calling it, unless traffic is very high.
Questions
Are seasonal landing pages worth building?
For campaigns with dedicated traffic they often are.
Simple Modern saw a 51% lift, though over a short test.
How long should a landing page test run?
Aim for at least one full week, ideally two, so weekday and weekend shoppers are both included. Eight days is on the short side.
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