Talk to a humanThe hockey landing page was rebuilt to match the structure of a better-performing landing page for another sport. The new page hurt sales, and testing showed the cost.
A Redesigned Hockey Landing Page Cuts Conversion Rate 38.5%
Goal
Conversion rate
Result
-38.5% Conversion rate
Category
Landing Page
Outcome
Loss Prevented
Before
After
If we redesign the hockey landing page to emphasize clarity, social proof and mobile usability, then conversion rate will increase because visitors will understand the product better, trust it more and face fewer blockers when deciding to buy.
What We Changed
- Rebuilt the hero with a headline, sub-copy, a call to action and a large product image.
- Added an early section explaining what the product is in simple terms.
- Moved athlete photos and video into the top third of the page.
- Added early social proof, such as quotes, press logos and endorsements.
- Brought back a collapsible FAQ section and added a reviews module.
The Results
How the new version compared with the original, across all devices.
-38.5%
Conversion rate
-42.7%
Revenue per visitor
-38.5%
Orders
Key Learnings
- The rebuilt page hurt sales: conversion rate fell 38.5% and revenue per visitor 42.7%.
- The original had an 86.9% probability of performing better over 29 days.
- Add-to-cart rate fell 21.4%, so shoppers lost interest well before checkout.
- A page structure that worked for one sport's audience didn't carry over to another.
Detailed results breakdown
Conversion rate
-38.5%
Revenue per visitor
-42.7%
Orders
-38.5%
Add-to-cart rate
-21.4%
Average order value
-6.9%
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Other experiments we've run
Product Page (PDP)
Loss Prevented
Redesigned Product Pages With New Copy Cut Conversion Rate 20.7%
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-20.7% Conversion rate
Product Page (PDP)
Positive signal
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+7.1% Conversion rate
Search & Navigation
Inconclusive
Restored Mobile Navigation Shows Mixed Results on Conversion and Revenue
The mobile menu went back to an earlier layout with better access to categories and fewer distractions. See what changed across 8,086 mobile visitors.
+5.4% Conversion rate