A landing page isn’t just a supporting element in your ad funnel — it’s a crucial factor that directly affects whether a user chooses to register. This is especially true for cold traffic from sources like Facebook Ads, where users have no prior exposure to the product.
We ran an experiment to measure how different landing page mechanics impact registration conversion, assuming all other variables remained the same.
We ran an experiment to measure how different landing page mechanics impact registration conversion, assuming all other variables remained the same.
🤔 Hypothesis:
If a user lands on a page that aligns with the theme and mechanic of the ad creative — and includes a simple, interactive element (e.g., gamification) — the likelihood of registration increases compared to a traditional registration page.
📈 Primary Metric:
Registration Conversion Rate (CR%) — the percentage of unique landing page visitors who complete the registration.
🧑💻 A/B/C Test Overview:
Over a 14-day period, we tested three distinct landing pages, each matched with a specific Facebook ad creative:
— Version A — "Wheel of Fortune"
A gamified landing page featuring a branded prize wheel, visually styled to resemble a popular slot game. The user spins the wheel, receives a welcome bonus, and is then prompted to register.
— Version B — Crash Game
Simulates a crash-game mechanic: the user clicks a button to launch a rising graph animation, followed by a bonus and the registration form.
— Version C — Classic Registration Form
A standard page with no interactive elements — just a registration form and static visuals (e.g., game screenshots) from the ad creative.
Traffic was evenly split among the three versions.
📊 Results (compared to control — Version C):
— Wheel of Fortune
Conversion Rate: +8%
Engagement (users who spun the wheel): 68%
Avg. time on page: +21%
— Crash Game
Conversion Rate: +12%
Engagement (clicked to start): 74%
Avg. time on page: +27%
🎯 Landing Pages Must Match the Traffic Type
Adapting your landing page to the traffic source isn’t optional — it’s essential for driving high conversion rates.
— Facebook traffic:
This is cold traffic — users don’t trust the brand yet. Interactive mechanics like wheels, crash games, or mini-quests are key. A plain form simply won’t work.
— Streamer traffic:
Users arrive because of the streamer’s personality. It’s critical to feature their avatar, video, a personal quote, and a custom promo code. This boosts trust and click-throughs.
— Branded traffic:
This is warm traffic — users already know the product. Interactive elements are optional. A clean registration form or quick sign-up flow works well here.
✅ Conclusion:
The test confirmed that gamified landing pages perform better with cold Facebook traffic — especially when the mechanic matches the expectations set by the ad creative.
The crash game mechanic achieved the highest conversion, likely due to its fast pace, simplicity, and high emotional engagement.
The wheel mechanic also delivered solid performance, especially when it visually mirrored the slot game shown in the ad.
The classic form had the lowest results and is only suitable for branded or retargeting traffic.
If you’re working with multiple traffic sources, creating custom landing pages for each should be a foundational part of your strategy — not an afterthought.
If a user lands on a page that aligns with the theme and mechanic of the ad creative — and includes a simple, interactive element (e.g., gamification) — the likelihood of registration increases compared to a traditional registration page.
📈 Primary Metric:
Registration Conversion Rate (CR%) — the percentage of unique landing page visitors who complete the registration.
🧑💻 A/B/C Test Overview:
Over a 14-day period, we tested three distinct landing pages, each matched with a specific Facebook ad creative:
— Version A — "Wheel of Fortune"
A gamified landing page featuring a branded prize wheel, visually styled to resemble a popular slot game. The user spins the wheel, receives a welcome bonus, and is then prompted to register.
— Version B — Crash Game
Simulates a crash-game mechanic: the user clicks a button to launch a rising graph animation, followed by a bonus and the registration form.
— Version C — Classic Registration Form
A standard page with no interactive elements — just a registration form and static visuals (e.g., game screenshots) from the ad creative.
Traffic was evenly split among the three versions.
📊 Results (compared to control — Version C):
— Wheel of Fortune
Conversion Rate: +8%
Engagement (users who spun the wheel): 68%
Avg. time on page: +21%
— Crash Game
Conversion Rate: +12%
Engagement (clicked to start): 74%
Avg. time on page: +27%
🎯 Landing Pages Must Match the Traffic Type
Adapting your landing page to the traffic source isn’t optional — it’s essential for driving high conversion rates.
— Facebook traffic:
This is cold traffic — users don’t trust the brand yet. Interactive mechanics like wheels, crash games, or mini-quests are key. A plain form simply won’t work.
— Streamer traffic:
Users arrive because of the streamer’s personality. It’s critical to feature their avatar, video, a personal quote, and a custom promo code. This boosts trust and click-throughs.
— Branded traffic:
This is warm traffic — users already know the product. Interactive elements are optional. A clean registration form or quick sign-up flow works well here.
✅ Conclusion:
The test confirmed that gamified landing pages perform better with cold Facebook traffic — especially when the mechanic matches the expectations set by the ad creative.
The crash game mechanic achieved the highest conversion, likely due to its fast pace, simplicity, and high emotional engagement.
The wheel mechanic also delivered solid performance, especially when it visually mirrored the slot game shown in the ad.
The classic form had the lowest results and is only suitable for branded or retargeting traffic.
If you’re working with multiple traffic sources, creating custom landing pages for each should be a foundational part of your strategy — not an afterthought.