# Dedicated landing pages for paid traffic: up to +25% Facebook ROAS

- Outcome: Won
- Page type: Landing page (Ecommerce)
- Elements: Advertorials, listicles & presell pages, Social proof, authority & press, Ad-to-page message match
- Test run by: [SplitBase](https://liftarchive.com/practitioners/splitbase/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://splitbase.com/case-studies/snow
- Page: https://liftarchive.com/test/snow-teeth-whitening-paid-landing-pages/

Sending 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.

## Result

**up to +25% Facebook ROAS**

- 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.

## 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)

- 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.

## How to run this test

- 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)
- Guardrail: Average order value
- Guardrail: Refund or return rate
- Guardrail: 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.

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Credit: SplitBase ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/snow-teeth-whitening-paid-landing-pages/).
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.