Purity Products – Supplements – Landing Pages

The Problem:

Purity Products is an industry-leading supplement brand that has improved the lives of their customers for over 30 years. They came to us to grow their digital marketing presence.

https://www.purityproducts.com/

Voy Media Strategy:

We saw a big opportunity to increase their conversion rates from the start. We noticed that their current funnel led the customer through a series of steps that could be simplified.

Their current funnel took the customer to a landing page, then the product page, then the add to cart, checkout, and finally the purchase.

Instead of a 5 step funnel, we wanted to cut down the steps to eliminate drop offs in the funnel.

We decided that the landing page and product page could be combined. Instead of showing one page, then the next, we simply added the contents of the product page to the bottom of the landing page. And because we know that most purchases are single SKU purchases, we hypothesized it would not hurt AOV if we skipped the cart and went straight to checkout.

We presented a 3 step solution: Consolidating the landing page and product page, then taking the customer straight to checkout, and then the purchase.

These are the pages we used:

Landing Page #1: https://try.purityproducts.com/flexuron-1/

Landing Page #2: http://try.purityproducts.com/flexuron/

Control Landing Page: https://shop.purityproducts.com/flexuron1-rcreasons2

(Screenshots below)

The Results:

We ran this test for 30 days and found our hypothesis to be true.

Our 2 experimental landing pages gave us conversion rates of 3.98% and 3.95% versus the original which had a conversion rate of 2.85%.

Our best converting landing page increased the conversion rate by an additional 1.13% (40% increase!). This resulted in a proportional 40% decrease in CPAs!