64k customers, −41% CAC
a listicle LP replaced the stock PDP
Results from specific engagements. Every account starts with an audit because outcomes depend on your product, margins, and creative.
01The symptom
Product pages converted at 1.2%. Paid campaigns hit their CAC ceiling within a week of launch — the offer was good, the landing page was killing it. Standard PDP templates weren't built for a concept the customer had to think about for more than four seconds.
02The diagnosis
Three agencies read the CAC ceiling as a budget problem and said spend more. The real constraint was a stock PDP built for warm traffic, asking cold visitors to assemble the value proposition themselves; more budget would only have pushed more people through the same broken door.
03What we did
- Built a listicle-format landing page ("5 reasons NOT to try") flipping objections into buying reasons
- A/B tested 4 hook variants over 6 weeks; rolled winner to 100% of paid traffic
- Rebuilt media mix around first-order profitability, not LTV projections that took 6 months to validate
“Three agencies told us to raise the budget. These were the first people to say the landing page was the problem, and then they built the one that converts 4.8× better.”
04The full story
The offer was good. The subscription concept needed explanation, the kind a customer has to think about for more than four seconds, and every paid campaign hit its CAC ceiling within a week of launch. Three agencies looked at that ceiling and prescribed the same thing: raise the budget.
The budget was not the constraint. The product page was. It was a stock PDP template, built for visitors who already knew what the product was, and it led with price and a CTA. Cold traffic from a paid ad has none of that context. Every visitor had to assemble the value proposition themselves from photos and bullet points, and the page converted at 1.2%. More spend would have paid more to push more people through the same broken door. The ads were doing their job. The page was throwing away what they delivered.
We scrapped the page. In its place went a listicle landing page, “5 reasons NOT to try,” that walked through every skeptical objection a parent actually raises and dismantled each one before asking for the order. Headlines ran through an A/B test of four hook variants over six weeks. The winner rolled out to 100% of paid traffic.
Measurement changed alongside the page. The media mix had been justified on 6-month LTV projections, which meant every budget decision waited half a year to be proven right or wrong. We rebuilt it around first-order profitability, a number available the day after the spend. Channels and campaigns now clear the bar on the first order, and the LTV is upside instead of a load-bearing forecast.
The new page converts 4.8× the old PDP. Paid CAC dropped 41%. Over the life of the page, 64k customers have come through it at target CAC. The product never changed, and neither did the offer. The funnel caught up to what the brand was actually selling.