The quick version

A pet health brand sent shoppers from its ads to a buy-one-get-one-free landing page instead of its usual landing page, which focused on the science behind its daily supplement for dogs. Revenue per visitor rose 65%, conversion rose 70%, and profit per visitor rose 40% across about 2,600 orders.

The setup

The brand's supplement landing page opened with ingredient science, customer stats, and a buy button. Almost all of its visitors came from paid social ads.

The team wanted to know if those shoppers would respond better to a deal than to more proof. They built a second landing page around a BOGO offer and split traffic between the two.

What they tested

Control: The standard landing page. It led with ingredient science and customer stats, with a direct buy button and no promotion.

Variant: A new page built around the deal: a "buy one, get one free, limited time" announcement bar, a BOGO badge on the product, copy rewritten around the offer, and a "shop the deal" button.

Both pages sold the same product.

The results

Over 16 days, roughly 95,000 visitors and 2,600 orders, with traffic split evenly between the two groups.

• Revenue / visitor: +65%

• Conversion rate: +70%

• Gross profit / visitor: +40%

• Add to cart rate: +55%

• Checkout begin rate: +95%

• Units / order: +135%

• Average discount / order: +540%

• Gross profit / order: -20%

The takeaway

A deal can cost you on every order and still make you more money.

The BOGO offer wasn't cheap. The brand gave away about six times more in discounts per order, and each order earned about 20% less profit. But so many more people bought that the brand came out ahead: conversion rose 70%, and profit per visitor rose 40%. Order value stayed about the same, since shoppers paid the same amount and got a second canister free.

Why it worked

• Shoppers saw the deal first. On the original page, shoppers from social ads had to scroll through ingredient science before they saw a reason to buy now. The BOGO page showed the offer at the top, and add-to-cart rose 55%.

• BOGO is a strong fit for products people repurchase, since it gives shoppers extra without making the product itself seem cheaper. A free second canister feels like getting more, while a percentage off feels like a lower price.

Test a BOGO offer on your own store

Intelligems Merchandising module now supports Buy X Get Y. You can set up buy one, get one free (or mix and match across products) and test it against your current offer, without building a separate landing page. Get started here.