From 0.67% to 4.03%: How a Rebuilt Landing Page and New Creatives Lifted Meta Ads Conversion 6x
When ads stop driving sales, the instinct is to change the creatives, the targeting or the budget. For O2 Trainer, a US brand in the breathing training device space, the main barrier was somewhere else: in what happened after the click. Over several months we worked on two fronts at once: we rebuilt the landing page through 4 iterations and expanded the campaigns with new ad creatives. The result: a 6x higher conversion rate and a 77% lower cost per purchase.
Key results (April vs October 2026, 28-day periods)
Conversion rate
Share of ad clicks that end in a purchase (click → purchase).
Cost per purchase
Cost per purchase fell 77% (index: April 100, October 23).
Purchases
Up from 93 to 340 purchases with 17% lower spend.
Value of a single click
Revenue per click grew 4.8x and Meta Ads revenue 2.9x.
The challenge: plenty of traffic, very few sales
In April the Meta Ads campaigns were driving over 13,800 clicks in 28 days at a low cost per click. That traffic wasn't converting: more than 99% of ad visitors left the site without buying, and only 1 in 150 clicks turned into a purchase. Scaling reach further would simply have meant paying for more traffic that still wouldn't buy.
Strategy: two parallel tracks
We improved the page and the ads at the same time. Each landing page version produced data that shaped the next one, and the results in this case study come from version 4.
Track 1: the landing page as a process, not a one-off project
Instead of a single redesign, we ran 4 iterations of a new landing page. Each one tested a different approach in three areas. **Purchase path:** how quickly and in how many steps a visitor moves from interest to payment; the final version lets customers skip the cart and go straight to checkout. **Content:** how we communicate the product, its benefits and the reasons to buy. **Product section:** how the offer is presented and which elements help the visitor decide.
Track 2: new ad creatives and campaign optimization
In parallel we kept developing the Meta Ads campaigns, producing new creatives and optimizing ad performance. The effect showed at the very top of the funnel: CTR rose from 0.92% to 1.12% (+22%). The ads attracted more engaged traffic, which the new page was able to turn into sales.
Where the difference came from
Both tracks worked together, but the scale of change shows which one was decisive. Better ads lifted CTR by 22%, while the on-site conversion rate grew 6x. Most of the growth happened after the click, on the landing page. As a result, every ad click now brings 4.8x more revenue than in April.
Old page vs landing page v4
Before: a standard store product page with gallery, product options and add-ons. After: landing page v4 with benefit-led messaging for athletes, the creator's authority and a clear call to buy.
Numbers, not generalities
| Metric | April 2026 (old page) | October 2026 (LP v4) | Change |
|---|---|---|---|
| Spend (index) | 100 | 83 | −17% |
| Link clicks | 13,808 | 8,446 | −39% |
| CTR | 0.92% | 1.12% | +22% |
| CPC (index) | 100 | 136 | +36% |
| Adds to cart | 476 | 544 | +14% |
| Add-to-cart rate (of clicks) | 3.4% | 6.4% | 1.9x |
| Purchases | 93 | 340 | 3.7x |
| Click → purchase | 0.67% | 4.03% | 6x |
| CPA (index) | 100 | 23 | −77% |
| Revenue (index) | 100 | 292 | 2.9x |
| Revenue per click (index) | 100 | 477 | 4.8x |
Monetary values are shown as an index (April 2026 = 100). Funnel note: the old page offered an express purchase option that bypassed the checkout-initiated event, while the new one lets customers skip the cart. The checkout stage is therefore not comparable between periods, so we measure the impact on purchases and adds to cart.
Takeaways for e-commerce
- 01
Ads bring traffic, the page brings sales
Even the best creatives won't help if 99% of visitors bounce. The jump came when better ads met a refined purchase path.
- 02
A landing page is a process
The breakthrough came only with the fourth version. Iteratively testing the purchase path, content and product section beats a one-off redesign.
- 03
Volume over basket size
Average order value dropped by about 20%, but 3.7x more orders delivered nearly 3x the revenue. A shorter purchase path drives more decisions.
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