Redesign Family-1 LP

Before

After

Hypothesis

By adding social proof and clear CTA above the fold, plus enabling direct purchase from the LP, visitors will have more trust and less friction, thereby increasing conversion rate.

What we learned

Results: CVR: -0.8%, RPV: -5.7%. Learnings: Seems like the social proof above the fold creates more trust with visitors and makes them scroll down the page. Also, it seems like reducing friction by adding the possibility to buy from the page increases conversion rate. But not so good for the RPV, as visitors don't see other products and can't explore them.