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How Free the Roots Increased Revenue per Visitor by 33% With a Sales Page
3 min. read
Hair-care brand Free the Roots sent Meta ad traffic to its Aloe Hydrating Mists collection page. Its agency partner Shivook tested a different destination: a sales page built around the offer. The winning page earned $2.43 per visitor, up from $1.83, a 32.68% lift in revenue per visitor at 99.52% confidence.
About the Customer
Free the Roots makes natural hair and skin care, including a range of Aloe Hydrating Mists. The brand worked with Shivook, a CRO agency for Shopify and DTC brands that builds new pages and measures them by revenue per visitor (RPV). Shivook built the pages; ABConvert measured which one earned more.
The Challenge
Paid traffic is expensive, so the page an ad click lands on has to sell. Free the Roots' Meta ads sent shoppers to a collection page. That page introduced the Aloe Hydrating Mists, explained why aloe works, and then let shoppers browse the range.
The question was simple: would a focused sales page, with the products, benefits and offer up front, earn more from each visit than the collection page?
The Approach
Shivook built two sales pages and tested both against the collection page:
- Control: the existing collection page, which introduces the range before showing products.
- "Total Price Buy Box": a sales page that leads with the full lineup, the benefits and a direct offer.
- "Product Section at Top": a second sales page that puts the product section first.
The test compared complete pages, so the result shows which experience earned more. It does not isolate the effect of one headline or one design element.
Left: the Control collection page. Right: Shivook's winning "Total Price Buy Box" sales page.
Results
ABConvert measured the test from March 10 to April 25, 2026.
| Page | Visitors | Revenue per visitor | Lift vs Control |
|---|---|---|---|
| Control (collection page) | 5,958 | $1.83 | - |
| Total Price Buy Box | 4,435 | $2.43 | +32.68% (99.52% confidence) |
| Product Section at Top | - | $1.20 | Below Control |
Only one of the two redesigns won. "Product Section at Top" earned $1.20 per visitor, well below the collection page. Without the test, either sales page could have gone live on the strength of looking better. The test showed which one deserved the ad traffic.
What Other Merchants Can Learn
- Test the page your paid traffic lands on. Changing where the ad click landed lifted revenue per visitor by a third, with no change to the ads themselves.
- Measure revenue per visitor, not just conversion rate. RPV counts everyone who visited, including people who didn't buy, so it shows what each click is worth.
- A redesign is a hypothesis. Two well-built sales pages went in opposite directions. Testing is how you find out which one to keep.
For more on how Shivook prepares landing pages before scaling ad spend, read how to prepare a landing page before scaling paid traffic. To find an agency that builds and tests pages like this, see our partner directory.
Test Your Own Landing Page
Compare the page your ads send shoppers to with a focused alternative, and see which earns more per visitor before you spend more on traffic.
Another great case study from us
