Brand Site vs. Traditional Long-Form Landing Page
This test explored whether a condensed, brand-forward experience could outperform a traditional long-form DTC landing page. The goal was to maintain Puck’s premium feel while improving or, at a minimum, preserving conversion performance.
DTC Microsite vs. Single-Page Conversion Funnel
This test evaluated a traditional multi-page DTC microsite against a streamlined single-page experience with integrated cart and checkout. The objective was to determine whether reducing friction and keeping users on a single page would improve conversion performance. Multiple variations were tested across both approaches, including headline, offer, and content hierarchy.
Balancing Brand Refresh with Conversion Performance
Following a brand refresh, Wolfgang Puck’s top-performing landing page no longer aligned with incoming ad creative. The challenge was to evolve the existing high-converting layout to reflect a more premium brand aesthetic—without sacrificing conversion performance.
