Hollis & Pine
Cost per first order down from $61 to $38 in eleven weeks
Business
Cast-iron cookware, DTC
What we did
Paid social, landing pages
How long
11 weeks, summer 2025
Drag the handle to compare the control with the test. Every number below comes from the same two screens.
Cost per first order
$61
to
$38
38% lower
The problem
Hollis & Pine spent $36,000 a month on Meta and Google. The ads were fine. The skillet page had a small photo, two buttons, a discount pop-up and a 120 word description above the fold, and it converted 1.41% of visitors.
What we changed
We rebuilt the page in their Shopify theme: one large photo, one button, the guarantee under the price and a real review below the fold. Then we ran it against the old page on half of the ad traffic for 28 days, with the same offer on both.
At the same time we cut the Meta account from eleven campaigns to three, so each one had enough budget to learn, and moved 40% of spend to a bundle ad for the 10 and 12 inch skillets.
The result
The new page converted 2.58% of visitors, an 83% lift at 99% confidence. It went live for everyone on day 29. By week eleven, cost per first order was $38, down from $61, on the same monthly budget.
They told us the page was the problem before they touched the ads. They were right, and the Monday report showed it inside a month.
Ruth Calder, founder, Hollis & Pine, Dayton, Ohio
Twenty minutes with your ad accounts open
Share read-only access before the call. We look at spend, tracking and the pages your ads point to, then name the three changes we would make first, whether you hire us or not.
Tuesdays and Thursdays, 9 am to 4 pm Eastern. Rather talk now? (614) 555-0142