How a Dedicated ToF Educational Landing Page Increased Conversions by 80% and Reduced CPA by 18%
Category
Conversion Rate Optimization
Industry
Skincare & Wellbeing

Introduction
This case study focuses on a leading anti-aging supplements company dedicated to helping women live vibrant, youthful lives. Guided by scientific and clinical expertise, the brand creates products designed to support wellness and longevity, empowering women to embrace their unique paths to a healthier, more radiant future.
Challenge
Facebook ads were a key channel for reaching the company’s primary audience—women aged 40–60. This demographic, closely aligned with their anti-aging product line, made Facebook an essential part of their marketing strategy. However, despite significant investment, their campaigns faced several challenges: low conversion rates, a disappointing average order value (AOV), and rising cost per acquisition (CPA).
All paid traffic was directed to product pages, which didn’t fully engage their audience or address their specific needs. To address these issues, we focused on creating a dedicated landing page for their bestselling product. Our goal was to test the new page by splitting ad traffic between it and the original product page, aiming to uncover the best approach to improving conversions and maximizing return on ad spend.
Creating a Top-of-the-Funnel Educational Landing Page
Because the target audience consisted of women discovering the brand and product for the first time, we focused on creating a top-of-the-funnel educational landing page. This page aimed to explain how the product could help them look younger in just 30 days.

Unlike the standard product pages, which followed a generic structure, this landing page was specifically designed to align with the needs of first-time shoppers. The goal was to engage, educate, and build trust, making it easier for new visitors to understand the product’s value and take the next step.
The landing page included the following sections:
Educational Content
- Benefits and features of the product.
- A comparison section explaining why this product is superior to similar options from other companies.
- Graphics showcasing the key ingredients, their anti-aging properties, and how they benefit women.
- Detailed usage instructions for achieving the best results.
- A "5 Reasons Why You Need This Product" section, focusing on health improvements and appearance enhancement.
- Before-and-after images of real women who used the product.
- A short video demonstrating the product in just 3 steps.
- A “Us vs. Them” table comparing the product to competitors.
- An FAQ section answering common concerns.

Social Proof
- Results from scientific research validating the product’s claims.
- Customer reviews and ratings, with an emphasis on positive experiences.
- A display of the total number of happy customers, highlighted in headlines.
- Positive citations from women’s magazines that featured the product.
- A dedicated section featuring expert endorsements and testimonials.

This approach ensured that the landing page not only educated visitors but also built credibility and trust, addressing the specific concerns of first-time shoppers.
Results
After two weeks of testing, the brand achieved measurable improvements:
80% Increase in Conversion Rate
The landing page resonated well with first-time shoppers, leading to more completed purchases.
25% Growth in Average Order Value (AOV)
Clear explanations, benefits, and added credibility encouraged customers to spend more per order.
18% Drop in Cost Per Acquisition (CPA)
Improved conversion rates made ad spend more efficient, lowering the cost to gain each new customer.
These results highlight the impact of tailoring content to first-time visitors. By addressing their needs and answering key questions, the landing page improved the shopping experience and delivered better outcomes for the company.
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