Landing Page Layout & Redesign Tests: 3 Results, 10 Ideas

Why layout matters on landing pages

Landing pages carry paid traffic, so load speed and the first screen decide whether the click was worth paying for.

The three results cover both: one is a technical rebuild, two are design changes.

Measured results

Same page, built differently

Oliver Kenyon rebuilt a landing page natively in Shopify and tested it against the same page in a page builder: +9.9% CVR, +20.9% RPV and +10.0% AOV.

The design stayed the same, which makes this one of the cleaner tests in the archive.

Redesigned openings

Dave Diederen redesigned an advertorial hero, rewrote the opening copy and added product images above the fold: +12.26% CVR, +12.20% RPV and +11.54% profit per visitor, reported as $1M in additional yearly revenue, with AOV unchanged.

Josh Thompson tested a new page design against the existing page in Intelligems: +137.26% CVR, +175.64% RPV, +181.51% profit per visitor and +16.18% AOV, estimated at +$51,423/month.

A lift this large usually means the old page had big problems, so expect less on a page that already works.

A

→

B

+20.9% revenue per visitor

Rebuilt landing page natively in Shopify vs same page in a page builder

Landing pageLayout, fonts & visual design@oliverkenyon

A

→

B

+12.20% revenue per visitor

Redesigned the advertorial hero, rewrote the opening copy and added product images above the fold

Landing pageHero & above-the-fold section@DaveDiederen

A

→

B

+175.64% revenue per visitor

New page design tested against the existing page in Intelligems

Landing pageLayout, fonts & visual design@joshtCRO

Losing or flat tests

No losses were shared. Kasper Dolk also reports that raising body font size by 2px boosted conversion for some brands with older audiences, but gave no figures.

Untested ideas

• Kasper Dolk suggests a section order of emotional headline, review banner, problem deep-dive, benefits, product block, store benefits, reviews and an us-vs-them comparison.
• Kasper also suggests listicle landing pages for cold and warm traffic, since they make it easy to test new hooks.
• Milos's teardowns lead with rating and customer count, an outcome headline, a CTA with a guarantee and press logos.
• Ruben's JBL promo redesign swaps a generic free-shipping bar for a time-bound offer and a slogan for a benefit headline.
• Josh Thompson describes ad-matched rebuilds with an on-page order form, with claimed gains but no test data shown.

Placement and design patterns that won

• Native Shopify sections over a page builder.
• Product images and a rewritten opening above the fold.
• Full redesigns tested against the existing page, not just small edits.

Related tests elsewhere on the store

See landing page benefit section tests, landing page headline tests, theme and page speed tests and advertorial and listicle tests.