This page was pulling in cold Facebook ad traffic. These visitors weren’t actively looking to switch shampoo brands. They were simply enjoying their Facebook feed when they saw an interesting ad for a free shampoo bar.
When this visitor got to the page they would learn that while the bar was free, shipping wasn’t (it was £8). As a marketer, it’s bloody hard to navigate once the expectation of free has been set. But that doesn’t mean it can’t be done. Persuasive copy can do almost anything.
To thread this needle we knew we had to build a compelling selling angle. We ended up with 4:
1: Our core value is fairness (this angle was used to get the shopper over the£8 shipping hump)
Here is a screenshot of what the mobile page looked like before we got started.
Here is a screenshot of the winning idea.
We made a bunch of changes. It might be best for you to watch this video:
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In the video above you’ll notice we make two types of page enhancements:
1: Micro-improvements: these are small-scale improvements that are being added so that the page can be improved without the need for a design. We made dozens of micro-improvements to the page.
2: Step 2 was to strategically display the long-form sales pitch so a maximum number of Healthy Skeptics saw it.
The test ran for nearly 5 weeks. Exposed it to 25,000 new visitors and generated 2,778 orders. The conversion lift was 5.97%.
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