Can you share a time when a surprising test result led to a major strategy shift?

We once ran an A/B test for a bag brand focused on highlighting the travel-friendly features of their top product. Initially, we were directing traffic from an ad that showcased how the bag makes moving through airports, trains, and buses a breeze. The ad, however, led to a generic product page that didn’t reinforce the specific message of travel ease.

To better align with the ad’s focus, we created a dedicated landing page titled "5 Reasons Why This Bag Makes Traveling Fun Again," which directly addressed the benefits we were promoting. The results were surprising. The new landing page, perfectly matched to the ad’s message, boosted conversion rates by 50% compared to the original product page and increased average order value (AOV) by 20%.

This unexpected success led us to shift our strategy significantly. We realized the importance of ensuring that all elements of a campaign—from ads to landing pages—are tightly aligned with the messaging. This insight prompted us to adopt a more cohesive approach across all our marketing efforts, ensuring that every piece of content works harmoniously to drive better results.