When running paid ads, most brands instinctively send traffic straight to a Product Detail Page (PDP)—but is that the best approach? We recently ran an A/B test for Zorali, an Australian outdoor brand, to see if a dedicated landing page structure would outperform PDPs for paid social traffic.
The results? A 17% increase in revenue per visitor and a 10% uplift in conversion rate.
Here’s what we learned.
The Problem: Are PDPs Enough for Cold Traffic?
Zorali sells premium outdoor gear with a strong sustainability angle. Like many e-commerce brands, they ran paid ads directing traffic straight to their PDPs or collection pages. But there was a key issue:
🔹 Most visitors weren’t familiar with the brand—they clicked an ad because it looked cool, but they weren’t necessarily motivated buyers.
🔹 PDPs are designed for warm traffic—they assume the visitor already understands the brand and product benefits.
🔹 Key messaging was buried too far down the page—critical trust-building elements weren’t immediately visible.
This is a common problem: When cold traffic lands on a standard PDP, they often bounce before discovering why they should trust or care about the brand.
The Test: Adding a High-Impact Messaging Section
Instead of creating a separate landing page, we tested adding a strategic top section to the existing PDPs. This allowed us to keep the structure of the PDP while optimising the messaging for cold traffic.
The new section included:
✅ A clear, compelling headline – “Meet the sandals that give back: A new tree planted with every purchase, 100% offset CO2 emissions, made from recycled materials.”
✅ A dynamic video – Capturing attention instantly instead of relying on static images.
✅ Press quotes & social proof – Trust-building elements displayed prominently.
✅ Key benefits highlighted in bold text – Ensuring visitors immediately understand why these products stand out.
The Results: 17% More Revenue & 10% More Conversions
After running the test for several weeks, the numbers spoke for themselves:
📈 17% uplift in Revenue per Visitor (96% confidence)
📈 10% increase in Conversion Rate (90% confidence)
📈 Higher average order value – Suggesting that the additional messaging didn’t just convert more visitors, but also motivated them to buy more.
Key Takeaways for Your Brand
1️⃣ Cold traffic needs more context. PDPs assume the visitor already trusts the brand—paid traffic often doesn’t.
2️⃣ A few small tweaks can drive big wins. We didn’t overhaul the entire page, just strategically added a new section.
3️⃣ Messaging is as important as design. The right words at the right time can be the difference between a bounce and a conversion.
Are you sending your paid traffic to the right page? A simple messaging fix could be the key to unlocking higher conversions and more revenue.
📌 Watch the full video breakdown:
🤔 Curious to see if your messaging is costing you sales?
We’ve helped 200+ CMOs and Founders refine their messaging—getting conversion uplifts of up to 53%. Let’s find the quick wins on your website.
Book a call: ScaleMessaging.com/results
