Conversion quadrupled. Four years on, the page is still there.
Slumber gave their study results a permanent address, linked it from the main menu, and left it there. Conversion on that page went from 1.77% to 7.40%. Four years on, it is still one of the first things a visitor sees.
Research gets treated like an announcement.
A brand commissions a study, publishes the findings, and moves on. The results get a press release, a social post, maybe a blog entry that scrolls out of view within a month. Then the campaign ends, and the evidence stops working.
Slumber treated the results as infrastructure instead. They built the findings a permanent page, put it in the top-level navigation, and put the buy button on the same screen.
Four years later, it is still there.
What happened when the data went on the page.
Slumber added their study results to the landing page for their sleep gummy. Measured across ten months, four before and six after, conversion on that page rose from 1.77% to 7.40%.
The strongest single month reached 15.45%.
“We partnered with MoreBetter to gather valuable insights related to product efficacy, published those results, got more traffic to the site, and converted that traffic better than we had been doing without their data. +1 for RWD.”
Tony Schwartz · Marketing, SlumberOne page, built to be found.
Five decisions that turned a set of findings into a durable asset.
The results live at their own address rather than inside a blog feed. Nothing pushes them down the page, and the URL never changes.
The study sits in the top-level navigation alongside lab results and dosing guidance, not three clicks deep in a resources archive.
A dozen-plus individual results on the page, each stated as a number, alongside who took part and how the study was run.
The path from evidence to purchase is one click, without leaving the page. The reader never has to go looking for the product they just read about.
The page states who ran the study and how. Attribution is what separates published evidence from a marketing claim.
No new website. No campaign to keep funding. One page that answers the question a buyer is already asking.
Two years in, it was still working.
The conversion lift was the first number. Durability was the one that mattered.
Across the two years we measured, click-through from the results page to the product page ran between 29% and 35%. Published benchmarks for call-to-action click-through sit between 2% and 5%.
This is click-through to the product page, not completed purchases.
What we ran.
A within-participant, real-world observational study, run remotely.
Evidence compounds.
A page carrying real data doesn't depreciate. It earns search traffic, answers the question a buyer actually has, and keeps doing both long after the study that produced it. The longer it stays up, the more it returns.
Slumber's results page went up once and has been in the primary menu ever since. We measured the first two years. They have kept it up for four, refreshing it each year. That tells you what they think it is worth.
The report is the beginning of the work, not the end of it.
What would your data unlock?
We run real-world studies for products the standard playbook can't reach, and we help you put the results to work.
Start a conversation