How Ancestral Supplements Increased Landing Page Conversions by 16% and Subscriptions by 39%

Ancestral Supplements is a highly successful DTC whole-food supplement company established as a leader in the ancestral nutrition space.

The company was already investing heavily in paid acquisition across Meta and Google, driving significant traffic to dedicated landing pages for one of their hero products.

As Ancestral Supplements looked to scale their ad spend even more aggressively, they identified a critical opportunity: one of their hero product landing pages needed to perform at the absolute highest level to support increased media investment and ambitious growth targets.

The existing landing page had been built by a well-known agency in the ecommerce space and was already converting at a solid rate. However, the team knew that even small improvements in conversion rate would have massive impact on their ability to scale profitably. Rather than increase spend on a "good enough" page, they wanted to unlock its full potential first.

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The SplitBase Approach: Strategic Research Before Testing

Most agencies would have jumped straight into testing button colors or rearranging page elements. That approach would have been inefficient and likely ineffective since the page was already performing well.

Instead, we implemented our 3P Methodology to uncover the deeper behavioral and psychological drivers behind conversions:

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Patterns Research: We analyzed visitor behavior using multiple data sources:

• Shopify Analytics to understand purchase patterns
• Google Analytics for traffic flow and drop-off points
• Heat maps and scroll maps to see engagement patterns
• Customer polls and surveys to capture voice-of-customer insights
• Competitor analysis to identify positioning opportunities

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Key Question: For visitors who landed on this page, what made them buy versus what stopped them from buying?
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The Insights That Changed Everything

Our research revealed five critical themes that became the foundation for our testing roadmap:
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1. Trust had to be amplified - Visitors needed stronger credibility signals to feel confident about the product and brand
2. Content hierarchy had to match what mattered to visitors - Some important pieces of content were hidden behind numerous clients, or positioned in areas of the page that wouldn’t be visible to customers.
3. Benefits had to be more clearly communicated - The value proposition wasn't connecting with visitor motivations
4. Curiosity had to be amplified - Tweaking copy for increased curiosity and interest was needed in order to get more people to scroll and engage with the page.
5. Differentiation from alternatives needed clarity - Visitors couldn't easily understand why this product was superior to other liver supplements or multivitamins

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These insights allowed us to create a strategic testing roadmap that included iterative improvements, substantial page changes, and tests focused on subscription offers.

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Within just the first two months of implementing our testing program, Ancestral Supplements achieved significant performance improvements:
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• 16% increase in landing page conversion rate - More visitors became customers
• 39% increase in subscription conversion rate from the landing page - A single test dramatically improved recurring revenue
• Strategic testing roadmap - Clear priorities for continued optimization based on data, not guesswork
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Ready to Optimize Your Landing Pages?

Ancestral Supplements shows that even well-designed, already-converting pages have significant room for improvement when you apply strategic research and testing methodology.

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Request a free proposal.

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