Uzzle PDP vs lower price LP

Before

After

Hypothesis

By offering The Uzzle at a lower price on a gated landing page, combined with strategic merchandising of complementary games, new visitors from paid media will be more likely to increase their cart size to reach the free shipping threshold, thereby increasing both AOV and overall profitability while avoiding channel conflict with Amazon.

What we learned

Huge Conversion Lift: A 59% increase in conversion rate confirms the lower price point is compelling for cold paid traffic. Higher Revenue & Profit per Visitor: Despite a lower AOV, the volume effect more than made up for it, proving this is a velocity-driven funnel win. AOV Decreased (-13.9%): Likely because many users bought just the discounted Uzzle and did not bundle up, indicating the free shipping threshold didn't push upsells as expected. Shipping fee accepted: The $9 shipping didn't deter conversion, a clear sign that perceived product value > shipping friction when deal framing is strong. Strategy: Framing a deal + scarcity + exclusive access works. But bundling pressure might need more prominent merchandising or smarter cross-sell logic.