Custom landing page vs collection page: 0.60% to 0.88% conversion
Commentary byLiftArchiveOur analysis, not theirsA custom landing page for Simple Modern's Spidey Kid drinkware design converted at 0.88%, against 0.60% for the standard Shopify collection page, a 46% lift.
Simple Modern ran the test in-house from July 5 to August 15, 2024, and it was published as a Replo case study.
Spidey Kid was the brand's best-selling design at the time.
- Conversion rate: 0.88% on the landing page vs 0.60% on the collection page, a 46% relative lift.
- The test ran about six weeks during back-to-school season, on one of the brand's busiest pages.
- Sample size and statistical confidence were not shared.
The change
Standard collection grid vs a custom themed landing page for one design
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Shoppers saw the standard Shopify collection page for the Spidey Kid design.
Variant
Shoppers saw a custom landing page built in Replo for the same design, part of a campaign styled to match from ad to page.
Why it likely won
Our reading of the result, not the practitioner's claim.
- A themed page can carry the look of the ad, so the click feels like one continuous experience.
- A landing page can tell a story around one design, while a collection page is mostly a grid of products.
- Licensed-character fans may respond to a page that leans into the character.
Caveats: The source does not detail exactly what the landing page contained, so the specific changes are unknown. No sample size was shared, and the result is self-reported in a vendor case study.
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 campaign traffic to a themed landing page for one design instead of the standard collection page, then conversion will rise because the page matches what shoppers clicked on.
- Primary metric
- Conversion rate
- Guardrails
- Average order value
- Revenue per visitor
- Add-to-cart rate
- Who should test it
- Brands with seasonal, licensed or limited-edition lines promoted through ads or email. It is less worth the effort for evergreen products with little dedicated traffic.
Questions
Is a landing page better than a collection page for ads?
In Simple Modern's tests, custom landing pages beat collection pages for campaign traffic.
Results depend on how much the landing page adds beyond a product grid.
What is a good conversion rate for a collection page?
It varies widely by traffic source. Compare against your own baseline rather than industry averages, as this test did.
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