A few weeks ago our founder Paddy was on stage at the DTC Growth Summit in Miami, walking a room full of founders through how we build funnels that convert cold traffic.
The talk covered a lot, persona research, ad-to-page congruence, why most brands send cold traffic to pages that were never built for them. We've linked the full 60-minute masterclass below if you want the deep dive.
But today I want to show you what this looks like in practice.
Two tests from the last week. One took months of planning. One took five minutes. Both won. And both came from the same principle I talked about in Miami: reduce friction for high-intent visitors, and match the page to what the ad promised.
I'll also introduce something we've been building quietly — a Shopify split-testing app called AB Genius. It's live now, free plan available to run all tests, and also $59 per month for pro plan, check it out…
Let's get into it.
Win #1: The FAQ navbar test (+27.5% RPV)
This might be the simplest test we've ever run.
The hypothesis: supplement buyers have questions. Ingredients, dosages, interactions, "will this work for me?", the usual. Most brands bury their FAQ page in the footer where nobody finds it.
So we added an FAQ link to the main navbar on a landing page. Made it clearly visible. That's it.
The results (98.8% confidence):
Metric | Control | Variant | Lift |
|---|---|---|---|
Conversion Rate | 2.86% | 3.50% | +22% |
Revenue per Visitor | $0.95 | $1.21 | +27.5% |
Average Order Value | $33.07 | $34.47 | +4% |
Over 21,000 visitors in the test. +$2,700 incremental revenue in the test window alone.
Why it worked:
Supplements are a high-consideration purchase. People want answers before they buy. If they can't find answers easily, they either bounce or buy with doubt, and doubt leads to returns and bad reviews.
Making FAQ visible did two things:
Reduced friction for hesitant buyers. They could answer their own questions without leaving to Google it or emailing support.
Built trust. A visible FAQ signals "we have nothing to hide." It positions you as transparent and helpful.
The lesson: not every winning test requires a redesign. Sometimes the highest-leverage change is making something that already exists easier to find.
Ps. Shows the power of internal comms on learnings!
👉 click here to book your CRO strategy session if you want the same results - - Book a call with Paddy
Win #2: The BOGO funnel that's printing
A health supplement brand we work with was running the same playbook as everyone else, ads to collection page, hope people figure out what to buy.
It worked. But it wasn't scaling.
So we rebuilt the funnel around a simple idea: match the ad promise to a dedicated landing page, and use the offer to get people to trial multiple products at once.
The ad leads with the BOGO offer. "Buy one bottle, get one 20% off." Clear, tangible value. No ambiguity about what you're getting.
But here's the important part, the ad doesn't just promise a discount. It frames the offer as a way to try the range. Pick one for gut health. Get one for recovery free. Or pick two of the same if you already know what works.
The landing page continues that thread. One focused page. One offer. Multiple entry points depending on what problem you're solving. No navigation distractions. No "browse our full collection" energy. Just: here's the deal, here's what it does, here's how to claim it.
What's happening
MER and new customer acquisition and all other performance metrics scaling
First-time buyer metrics showing real momentum
Revenue up, not just orders, people are buying bundles, not singles
Why this works:
Cold traffic doesn't want to shop. They want to solve a problem.
When you send them to a collection page with 40 SKUs, they have to do the work of figuring out what's relevant. Most won't. They'll bounce, or they'll buy one thing and churn because they didn't find the right product for them.
When you send them to a landing page built around an offer that lets them trial multiple products at a low-risk entry point, you:
Remove decision fatigue. The page guides them to a choice instead of overwhelming them with options.
Increase basket size. BOGO naturally gets two products in the cart. That's two chances to find something they love and reorder.
Improve retention. A customer who's tried your sleep formula AND your stress formula is stickier than someone who bought one bottle and forgot about you.
The landing page isn't doing anything clever. It's just doing one job well: convert cold traffic on this specific offer, for this specific audience, with this specific promise.
The ads, the page, and the offer all say the same thing. That congruence is what makes it work.
Persona-driven landing pages across all clients
This BOGO test is part of a bigger shift we're making across accounts.
We're going deeper on persona-driven landing pages, building dedicated experiences for different customer segments instead of sending everyone to the same PDP or collection.
Here's why:
A 28-year-old athlete buying pre-workout has different objections than a 55-year-old buying the same product for afternoon energy. They respond to different proof points, different language, different imagery.
When you send both of them to the same generic page, you're speaking to neither of them well.
What we're testing:
Persona-specific landing pages — Same product, different entry points. The page for the athlete leads with performance. The page for the busy professional leads with "no crash, no jitters."
Offer-specific funnels — Each major promotion gets its own dedicated page, not a banner on the homepage. The ad and the landing page are built as one unit.
Awareness-stage matching — Cold traffic gets education-first pages (advertorials, listicles). Warm traffic gets offer-first pages. Retargeting gets urgency.
This isn't about building 50 pages. It's about building the right 3-5 pages for your highest-volume traffic segments and offers. Find the winner first, then improvise from there.
The brands seeing the biggest gains right now are the ones treating landing pages as part of the media strategy, not an afterthought.
👉 click here to book your CRO strategy session if you want the same results - - Book a call with Paddy
Introducing AB Genius - Shopify split-testing app.
Speaking of pricing and split testing - we built a tool for this.
AB Genius is a Shopify A/B testing app we've been building. It lets you test different prices on your store and the test price actually applies at checkout. Not just display.
You can also test headlines, images, and full page layouts.
Visual editor for content tests. AI writes the CSS. $59/mo or free plan to try it and allows you to try free price or content test..
EXTRA VALUE!! 😌
Want to go deeper on cold traffic and funnels? Watch the slideshow breakdown on how we do it from a zoomed out perspective that you can integrate today into your process.
The PM Digital Approach
If you want help applying this
If you're running cold traffic and not seeing the conversions you expected, there's a good chance your funnel isn't matching where your customer actually is mentally.
We work with 7-9 figure DTC brands on full-funnel CRO, research, strategy, landing pages, advertorials (duhhhhh), checkout optimisation, subscription growth - whatever the brand goal is aligned to performance and scale.
Book a 30-minute call and I'll walk through your funnel live, show you where the gaps are, and explain what we'd do differently.
Paddy
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