@joshtCRO
@peterac_
@CROguy_
@RubendgrfWhat a landing page has to do
An ecommerce landing page catches someone who clicked an ad and has not decided anything yet. It has to continue the ad's message, explain the problem and why this product solves it, and hand over a warmer visitor to the offer. A product page is built for people already shopping, which is why the presell tests here won.
Most-tested landing page elements
Presell pages vs product pages
This is the clearest result in the hub. Besides Oliver Kenyon's two wins above, Kasper Dolk saw a pre-sell bridge page cut CAC from €22.10 to €5.37, though at low spend. Peter Christensen's advertorial-style pages for paid traffic cut CPA by 35% at the same spend, and Oliver Kenyon's education-led advertorial added +$20,699/month.
Want results like this on your store?
Oliver Kenyon at Conversionwise. Oliver co-founded Conversionwise and has spent 13 years helping ecommerce brands turn clicks into customers.
Headlines and angles
The angle can matter as much as the page. Oliver Kenyon's pain-relief vs longevity angle test on dog supplement advertorials added +28% CTR and +$116k/month. Dave Diederen's new headline variations lifted conversion rate by 18%, and a rewritten advertorial hero with product images above the fold lifted it by 12.26%.
Section order
Moving the most persuasive section up won twice. Dave Diederen moved a week-by-week results timeline higher for +24.36% conversion rate. Peter Christensen moved 'How it works' further down so higher-engagement sections sat higher, for +16% conversion rate. Kasper Dolk's long-form flow (header, why, featured review, offer, reviews, how, comparison) reports a 259.7% revenue increase with no extra spend.
Removing elements from advertorials
Dave Diederen won by taking things out of the top of advertorials: hiding the USP bar under the hero (+10.89% conversion rate) and hiding a social proof slider (+2.96% revenue per visitor). On an advertorial, store-style elements up top can break the editorial feel.
Platform and build
Oliver Kenyon rebuilt the same page natively in Shopify instead of a page builder for +9.9% conversion rate and +20.9% revenue per visitor. Peter Christensen moved a $600+ AOV offer from SamCart to PageDeck for +20% conversion rate.
Biggest measured wins
- New page design vs the existing page (Josh Thompson): +137.26% conversion rate, +175.64% revenue per visitor.
- Long-form landing page flow (Kasper Dolk): +259.7% revenue.
- Listicle pages vs homepage (Oliver Kenyon): +57% revenue, +137% revenue per session.
- Pain-relief vs longevity angle (Oliver Kenyon): +$116k/month.
Tests that lost (and why)
No landing page test in this hub is recorded as a loss or flat. Some results are weaker than they look: Kasper Dolk's CAC drop came at low spend, and Kasper Dolk's 2px font size increase is reported as a lift for some brands with no figures.
Ideas not yet tested
There are 108 ideas, mostly from Kasper Dolk. The main themes are separate pages for cold, warm and hot traffic, one advertorial per customer avatar and matching the headline to the ad. Josh Thompson adds several ad-matched page rebuilds, such as matching headlines to ad copy.
Landing page checklist built from the results
- Send cold paid traffic to a listicle or advertorial, not the PDP.
- Test the angle (which problem you lead with) before the design.
- Put results timelines and high-engagement sections high on the page.
- Keep store-style USP bars and sliders off the top of advertorials.
- Judge pages on CPA and revenue per visitor, not only conversion rate.
Tools to run these tests
See the Shopify landing page builders, Replo vs PageFly and the landing page checklist. Given Oliver Kenyon's native Shopify result, it is worth testing how the page is built, not only what it says.
Questions
Should I send ad traffic to a landing page or my product page?
For cold traffic, these results favour a landing page. Oliver Kenyon's listicle presell page beat the PDP by 47% in conversion rate, and Peter Christensen's advertorial pages cut CPA by 35% at the same spend.
What should I A/B test on a landing page first?
The angle. Oliver Kenyon's pain-relief vs longevity test on dog supplement advertorials added +$116k/month, and Dave Diederen's headline variations lifted conversion rate by 18%.
Do page builders hurt landing page conversion?
In one test, yes. Oliver Kenyon rebuilt the same page natively in Shopify and saw +9.9% conversion rate and +20.9% revenue per visitor over the page builder version.