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    Playbook · Shopify DTC brand

    Which page should get the paid social click?

    A direct-to-consumer brand was running paid social ads for a sale that was already live. The team expected the homepage to be their strongest paid destination. They tested it, and the Best Sellers page beat the homepage by 36%.

    Head-to-head result

    +36%

    Best Sellers vs. homepage

    CTA clicks from paid social. Two tests, both at high confidence.

    Test 1

    One ad click. Three existing pages.

    Paid social clicks were split evenly between the Shop All page the ads already used, the Best Sellers page, and the homepage. It went live during the sale it was measuring.

    Paid social ad

    Facebook · sale running

    DestinationCTA click lift vs. Shop All

    • Shop All

      control

      baseline

    • Best Sellers

      headline rewritten

      +28%

    • Homepage

      -29%

    The homepage, the page the team expected to win, came last. Both results landed at high confidence.

    Test 2

    Rerun the surprise head to head.

    Test 1 measured everything against Shop All. So the team made the homepage itself the control, on more traffic, to see whether the result held.

    Homepage vs. Best Sellers

    +36%

    Homepagecontrol
    Best Sellers, headline rewritten+36%

    Measured in Tailor · High confidence · 100% of required data

    How to run this play

    Four steps, no page build.

    1. 1

      Match on the ad's own UTM

      Target utm_medium=paid and utm_source=facebook, so only paid social enters the test. Every other visitor sees the site exactly as before.

    2. 2

      Send the click to a different existing page

      Each variant is a redirect, so the test ships as a targeting rule rather than a page build.

    3. 3

      Rewrite the headline on arrival

      The Best Sellers arm carries a tailored link, so the destination's headline changes from "Best Sellers" to a line naming the sale the ad promised.

    4. 4

      Promote the surprise to control

      When the page you expected to win loses, rerun it head to head as the control before you move the budget.

    What we learned

    The winning page already existed. The test found it, and the ad and the page finally said the same thing. It took two redirect tests and a headline rewrite.

    What was measured: Shopify purchase tracking was not live on this account at the time, so both tests measure detected CTA clicks (Add to Cart, Claim, Activate discount) within 72 hours of a visitor’s first view. Tailor has since added a Shopify purchase integration, and later tests measure revenue directly. Read these numbers as click lift.

    Find out which of your pages should get the click

    Tailor tests destinations, headlines, and layouts on the site you already have. Enter your domain for a live preview, no setup required.

    Short on time? Book a demo and the Tailor team will set up the experiments, tailoring, and measurement for you.