E118: The Right Way to A/B Test Landing Pages on Meta Ads for Ecommerce

Can running more landing pages hurt your ability to make decisions?

Connor MacDonald (CMO, Ridge) and Cody Plofker (CEO, Jones Road Beauty) dig into landing page optimization strategy, conversion rate optimization for Meta ads, and when structured testing is the wrong tool entirely. They cover what Jones Road learned from overdeveloping pages and what a disastrous A/B test on a new offer taught Ridge about how Meta allocates spend.

They examine the operational cost of landing page sprawl, how to structure a site-wide theme A/B test without introducing too many variables, and whether DTC brands at scale should slow down product launches or double down on them. AG1’s move into creatine opens a broader conversation about the limits of single-SKU subscription businesses along with where product expansion makes sense.

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Chapters
00:00:00 Alfred & the Mac Mini
00:06:23 Meta Landing Page Testing
00:13:03 Six Different Templates Max
00:19:30 One Lander Per Program
00:28:00 Cost of More Landing Pages
00:33:58 Traffic Volume & Test Speed
00:37:52 Canary Tests & Hot Fixes
00:39:40 Ridge’s Full Site Redesign
00:44:03 Multivariate vs A/B Tests
00:49:26 Product Launches for Growth
00:55:57 Launch Fatigue in Beauty
01:00:57 Protein Ice Cream & DTC 3.0