Pinupgirlprotein.com's paid search landing page bounced over 60% of visitors, and the product-to-cart step was the funnel's narrowest point. I ran two controlled A/B tests on that step and quantified the revenue impact.
Role Led the experimentation program — funnel diagnosis, hypothesis design, A/B test execution, and revenue modeling
Paid search traffic for HSA-eligible enrollments hit pinupgirlprotein.com and left—bounce rates exceeded 60% before visitors ever reached the product page. The growth goal required converting that traffic into signups and purchases.
Visitors arriving via HSA-targeted paid search left the landing page immediately instead of moving toward enrollment or purchase.
Off-the-shelf landing and product page templates offered no way to isolate which page elements were driving—or killing—the move from product view to cart.
Of the full funnel—home, product, cart, checkout, orders—product-to-cart conversion was the narrowest point and the clearest lever for revenue.
Each blocker pointed to the same gap: nothing on the page was tuned, or tested, for the product-to-cart decision.
Key product benefits were listed as plain text, easy to skim past, with nothing drawing the eye to the value on offer before the buy decision.
The default product carousel image didn't foreground "zero grams sugar"—a differentiator likely to matter most to the HSA/health-conscious audience.
Without controlled experiments, any redesign decision was a bet—improvements (or regressions) couldn't be isolated or quantified.
Run two parallel, three-week experiments on pinupgirlprotein.com targeting product-to-cart conversion: one on landing page bullet styling, one on the product detail carousel's lead image.
Map the full conversion funnel and confirm product-to-cart as the highest-leverage stage for experimentation, given the elevated bounce rate upstream. Funnel mapping · Diagnosis
Replace plain bullet text with colored "tick" markers highlighting product value props, to draw visitor attention at the decision point on the landing page. A/B test · 3-week run
Swap the default product detail carousel image for one leading with "Zero grams sugar" messaging, and measure the impact on add-to-cart completions. A/B test · 3-week run
Compare experiment vs. control sessions and add-to-cart completions for both tests, then translate conversion rate lift into annualized incremental revenue. Lift analysis · Revenue modeling
Two independent, low-risk experiments validated that small, targeted UI changes—value-prop styling and lead imagery—directly move product-to-cart conversion, giving the team a template for future tests at other funnel stages.
Bullet styling and hero imagery choices are no longer subjective—both are backed by measured conversion rate lift across thousands of sessions.
With product-to-cart levers now identified and quantified, the same testing approach can be extended upstream to the high-bounce HSA landing page.
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