Dedicated landing pages for paid traffic: up to +25% Facebook ROAS
Test run bySplitBaseCRO agency
Commentary byLiftArchiveOur analysis, not theirsSending paid and affiliate traffic to purpose-built landing pages, instead of the homepage, product and collection pages, raised Snow's Facebook ROAS by up to 25% and affiliate conversion rate by 23%.
SplitBase built and ran these pages for Snow, a teeth whitening brand.
Two page types were launched together, so the gains can't be split between them.
- Facebook ROAS: up to +25%. The source gives this as a ceiling, not an average.
- Affiliate traffic conversion rate: +23%.
- SplitBase also says the work added six figures in monthly revenue, but no exact number was shared.
- These results cover both landing pages together, so neither format can claim the win alone.
The change
Ad traffic goes to a focused landing page instead of the homepage.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Ad and affiliate visitors landed on Snow's homepage, product pages and collection pages.
Variant
Two new landing pages based on customer research: a hero-style page that sold the product's benefits and answered key doubts, and a listicle advertorial built around celebrity endorsements.
Why it likely won
Our reading of the result, not the practitioner's claim.
- The hero page covered concerns that no other page on the site addressed, so cold visitors got the answers they needed in one place.
- The advertorial used well-known endorsers to earn attention and trust from people who had never heard of the brand.
- A focused page with one goal gives ad visitors fewer ways to wander off than a homepage does.
Caveats: Several changes shipped together: two different landing page types replaced several existing destinations, so results can't be credited to one page or element. The ROAS figure is an 'up to' number, and no sample size, duration or confidence level was shared.
Who ran it
SplitBase ran this test for Snow 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 send paid social traffic to a landing page built around buyers' top doubts instead of our homepage, then ROAS will rise because cold visitors get the proof they need without hunting for it.
- Primary metric
- Conversion rate of paid traffic (and ROAS per campaign)
- Guardrails
- Average order value
- Refund or return rate
- Bounce rate from ads
- Who should test it
- Brands spending a meaningful budget on paid social or affiliates, where most visitors are new to the brand. With little paid traffic, you may not get enough data to compare page types.
Questions
Should Facebook ads go to a product page or a landing page?
A dedicated landing page often does better for cold traffic because it can answer doubts in order and has one clear goal. Test it against your best product page.
What is an advertorial landing page?
It is a page that reads like an article or listicle rather than a sales page.
It walks readers through the reasons to buy without a hard sell up front.
Do I need different landing pages for different traffic sources?
Often, yes. Affiliate, prospecting and retargeting visitors know different amounts about your brand, so the page that converts best can differ by source.
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