The test added a Buy Now card on the landing page to simplify purchasing. See how this change impacted conversion rates.
Direct Purchase Option Boosts Football Landing Page Conversion Rates
Goal
Conversion rate
Result
+4.2% Conversion rate
Category
Landing Page
Outcome
Winner
Before
After
If we allow customers to purchase directly from landing pages, then the conversion rate will improve because there will be less friction, making the path to completion quicker and easier.
What We Changed
- Improved the content hierarchy and structure to better educate customers arriving from ad traffic.
- Added a product card to the Football landing page.
- Enabled direct purchase from the landing page.
- Removed the need to redirect to another page.
The Results
We dig through every data source to map what's actually broken. By the end, there's no confusion.
+9.6%
Bounce rate change
+5.4%
Change in amount of orders
+4.3%
Change in revenue per visitor
Key Learnings
- Direct purchase options reduced friction in the buying process.
- Fewer clicks increased conversion rates by simplifying user journeys.
- The bounce rate increased possibly due to quicker decision-making.
- Revenue saw a positive lift due to improved conversion rates.
Detailed results breakdown
Add-to-cart rate change
+2.5%
Average order value
-1.7%
Click-through rate change
-20.7%
Lift in conversion rate
+4.2%
Change in revenue per visitor
+4.3%
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30,000+ Monthly sessions.
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