# Halloween landing page vs collection page: 0.31% to 0.47% conversion

- Outcome: Won
- Page type: Landing page (Ecommerce)
- Elements: Layout, fonts & visual design, UGC & product video, Ad-to-page message match
- Date shared: 2024-09
- Test run by: [Simple Modern](https://liftarchive.com/practitioners/simple-modern/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://www.replo.app/case-study/driving-51-more-conversions-on-landing-pages-for-simple-modern
- Page: https://liftarchive.com/test/simple-modern-harvest-collection-landing-page/

A 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.

## Result

**0.31% to 0.47% conversion**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Revenue per visitor
- Guardrail: Average order value
- Guardrail: 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.

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Credit: Simple Modern ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/simple-modern-harvest-collection-landing-page/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.