Talk to a humanA football landing page got urgency-focused copy and a product card to buy on the spot. Visitors no longer had to click through to another page. See how 37,549 visitors responded.
Buy Button on a Football Landing Page Shows a 4.2% Conversion Rate Lift
Goal
Conversion rate
Result
+4.2% Conversion rate
Category
Landing Page
Outcome
Positive signal
Before
After
If we let customers buy directly from the landing page, then conversion rate will rise because there is less friction and a shorter path to purchase.
What We Changed
- Rewrote the page copy to create urgency around the start of the football season.
- Added a product card so visitors could buy directly from the landing page.
- Removed the redirect that sent visitors to another landing page.
The Results
How the new version compared with the original, across all devices.
+4.2%
Conversion rate
+4.3%
Revenue per visitor
+5.4%
Orders
Key Learnings
- Conversion rate rose 4.2% and revenue per visitor 4.3%, with a 62.3% probability that the variant beats the original.
- Click-through rate fell 20.7%, as expected when shoppers can buy without leaving the page.
- Bounce rate rose 9.6%, a trade-off worth watching in a follow-up test.
- Across 37,549 visitors over 36 days, the result didn't reach significance, so treat it as a weak signal.
Detailed results breakdown
Conversion rate
+4.2%
Revenue per visitor
+4.3%
Orders
+5.4%
Click-through rate
-20.7%
Bounce rate
+9.6%
Free Trial
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30,000+ Monthly sessions.
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Running on Shopify or Shopify Plus.
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Our bet
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Other experiments we've run
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Positive signal
A Shop by Category Slider on the Homepage Shows a 4.9% Conversion Rate Lift
The homepage got a "Shop by Category" section with clickable images linking to the main product categories. See how 39,991 visitors responded over 42 days.
+4.9% Conversion rate
Product Page (PDP)
Positive signal
Streamlined Product Page Layout
Streamlining the product page layout drove a 9.0% conversion rate lift and 6.5% more orders, despite a decline in average order value.
+9.0% Conversion Rate
Product Page (PDP)
Positive signal
Product Pages Personalized by Visitor Type Show a 2.4% Conversion Rate Lift
New visitors saw an educational product page, while returning visitors saw a shorter, sales-focused one. See what changed across 37,726 visitors.
+2.4% Conversion rate