# Educational hair-health page for colostrum: 1.29% to 1.65% conversion

- Outcome: Won
- Page type: Landing page (Ecommerce)
- Elements: Benefit, problem, how-it-works & results sections, Themes, page builders & page speed, Ad-to-page message match
- Test run by: [Webtopia](https://liftarchive.com/practitioners/webtopia/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://www.replo.app/case-study/growing-conversion-rate-by-over-250-for-zest-with-webtopia
- Page: https://liftarchive.com/test/zest-colostrum-educational-hair-health-page/

Replacing a slow, all-benefits product page with a fast educational page about one use case, women's hair health, lifted conversion rate from 1.29% to 1.65%. Webtopia ran this work for the supplement brand Zest, and it was published as a Replo case study. This is a before/after comparison, not a clean split test.

## Result

**1.29% to 1.65% conversion**

- Conversion rate rose from 1.29% to 1.65%, roughly a 28% relative lift. This is measured against the old page, not in a side-by-side split test.
- The share of ad clicks that reached the page rose to 81%, up from about half on the old page. A faster page loses fewer people before it even shows.
- Later iterations reached a 5% conversion rate, but that number reflects many rounds of tests, not this one change.
- The agency also reported a 39% drop in cost per acquisition across the program. That figure is not tied to this page alone.

## Control

Paid traffic landed on a standard Shopify product page for Zest's colostrum gummies. It loaded slowly and tried to cover every benefit at once.

## Variant

A stripped-back, fast-loading page that taught visitors about one problem the product helps with: women's hair health. It led with education and pushed the sale later.

## Why it likely won (our reading)

- Colostrum is an unfamiliar adult supplement. Visitors needed to know what it is and why it matters before a buy button made sense.
- One clear use case is easier to grasp than a long list of benefits. It also lets the page match a specific ad angle.
- Speed did a lot of the work. More visitors reached the page at all, so more had a chance to convert.

## Caveats

This is a before/after comparison, and the new page changed speed, focus and layout at once, so no single element gets the credit. The source's headline 250% figure combines many later tests.

## How to run this test

- Hypothesis: If we send ad traffic to a fast, educational page about one problem the product solves instead of the general product page, then conversion rate will rise because visitors who don't know the product will understand why it fits them.
- Primary metric: Conversion rate from ad click to order
- Guardrail: Link-click to landing-page-view rate
- Guardrail: Average order value
- Guardrail: New customer acquisition cost
- Who should test it: Brands launching a new or unfamiliar product to cold paid traffic. It probably matters less for well-known products, where shoppers already know what they are buying.

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Credit: Webtopia ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/zest-colostrum-educational-hair-health-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.