VASTA x Primal Queen | Shopify Case Study
How Primal Queen Increased Conversion Rate Through Two Landing Page Experiments
Primal Queen and VASTA tested how landing page format, narrative, and content structure influenced the performance of paid TikTok traffic, while the product, price, discount, and core offer remained consistent throughout.
Two randomized experiments conducted with TikTok traffic, each exceeding the predefined 95% probability to beat baseline threshold on the reported winning metrics.
Two Experiments, Each Answering a More Specific Question
The first experiment compared six landing page experiences to identify the strongest model for paid traffic. The second experiment then tested whether a different narrative and editorial structure could improve performance further, using the first winner as its control.
Finding the Strongest Landing Page Model
The existing direct response page competed against five advertorial variations built around educational, emotional, and personal narratives. The founder led advertorial won, with a 10.38% increase in conversion rate and an 11.07% increase in revenue per visitor across 410,590 sessions over eight days.
Testing the Winning Advertorial Against a New Narrative
The founder led winner became the control for a second test against a more editorial advertorial built around a broader problem mechanism. The editorial version won, with an 8.82% increase in conversion rate and an 8.32% increase in revenue per visitor across 222,157 sessions over four days.
Results reflect the traffic, audience, offer, and experiment windows evaluated for Primal Queen. Performance for other stores or future periods may vary.
See how each experiment was designedPaid Traffic Was Growing Faster Than Revenue
Primal Queen's TikTok traffic was growing faster than revenue. The existing landing page was generating sales, but campaign and funnel data suggested it was limiting how efficiently paid visitors converted, so the team needed to identify which landing page model performed best before scaling traffic further.
Which landing page experience should receive more paid traffic, and what evidence would support that decision?
Which Landing Page Model Converted TikTok Traffic Most Efficiently?
Why we tested this: Competitor research, campaign performance, heatmaps, and funnel data all pointed to the same gap: the page needed a more narrative driven experience to help visitors relate to the product.
Hypothesis: If we use a first-person pain-to-transformation advertorial, then women experiencing hormonal symptoms will be more likely to continue reading and purchase because the story creates stronger self-identification, emotional relevance, and belief in the solution than educational or product-led angles.
What we tested: The existing direct response page, built around hormone and energy positioning, competed against five advertorial variations:
- Hormones and energy told through an editorial lens
- Nutrient deficiencies told through an educational lens
- A first person transformation story with before and after imagery
- An emotion led story about symptoms of hormonal imbalance
- A founder led story about feeling underserved by conventional solutions
Price, discount, and the core offer stayed the same across all six versions, tested evenly over eight days on TikTok.
The Founder Led Advertorial Delivered the Strongest Commercial Performance
| Metric | Control | Variant 5 (winner) | Result |
|---|---|---|---|
| Conversion rate | 1.85% | 2.04% | +10.38% | 99.27% confidence |
What it showed: The founder led advertorial combined personal storytelling, creative presentation, and page structure, so the result reflects the full experience rather than any single element. Performance varied meaningfully among the five variations, showing that message and emotional angle mattered as much as the format itself.
Could a New Editorial Narrative Improve the First Winner?
Why we tested this: With the founder led advertorial validated, VASTA tested whether a different narrative structure could perform even better.
Hypothesis: If we replace the founder-centered "I went through this" narrative with a collective "we are experiencing this together" narrative, then women who feel dismissed, isolated, or confused by persistent symptoms will identify more strongly with the message, because the inclusive language turns one person's story into a shared experience and reduces self-blame.
What we tested: The founder led advertorial became the control for a second test against a more editorial version, built around a broader problem mechanism, a prominent opening banner, and a clearer content hierarchy. Price, discount, and the core offer stayed the same, and traffic was split evenly over four days on TikTok.
The Editorial Variant Improved Conversion Rate and Revenue per Visitor
| Metric | Control (Experiment 1 winner) | Editorial variant (winner) | Result |
|---|---|---|---|
| Conversion rate | 1.76% | 1.91% | +8.82% | 99.55% confidence |
What it showed: Several narrative, structural, and creative elements changed at once, so the result reflects the combined experience rather than any single element. It showed that even a validated advertorial still has room to improve when the story mechanism and structure are tested further.
Format Alone Does Not Decide Performance
The strongest results came from personal and editorial storytelling, not from educational or product-led angles. Average order value stayed stable across both tests, so the gains came from converting more visitors, not from larger orders.
A Shopify store may benefit from a similar diagnostic when:
Traffic and revenue are growing at different rates
Paid acquisition is increasing while revenue performance is growing more slowly
Landing page efficiency has never been tested
The page generates sales, although its performance has not been compared against alternative experiences
Creative decisions rely heavily on opinion
Copy, design, media, and leadership teams have different explanations for the same performance issue
A previous winner has stopped evolving
A successful landing page has remained unchanged without becoming the control for a new experiment
A case study shows what worked for Primal Queen. A diagnostic identifies what should be tested in your store.
Find the Highest Priority Leak in Your Store
How VASTA Turns a Revenue Question Into a Measurable Shopify Experiment
VASTA reviews funnel performance, campaign data, and customer behavior to find the opportunity that deserves attention first, then builds a hypothesis-driven test and validates it in Shopify before it reaches live traffic. Each result becomes the input for what gets tested next.
We diagnose before we prescribe, scope before we sell, and prove before we claim.
Your Traffic May Already Contain the Next Growth Opportunity
Before You Buy More Traffic, Find Out Where Your Current Traffic Is Being Lost
A Revenue Leak Diagnostic identifies where shoppers hesitate and what deserves attention before more budget moves through your funnel. VASTA connects data, CRO, UX, and Shopify development to find that constraint.
A quick call where we review your store's data and identify where you're most likely losing revenue.
Strategy, CRO, UX, Shopify development, and measurement connected through one diagnostic process.
Results vary according to traffic volume, audience quality, offer, implementation, seasonality, and experiment conditions. Case study outcomes should be evaluated within the context of each store and test environment.