Acquisition landing systems had to earn their keep, not just look sharp in a deck.
Tuft & Needle was testing paid and partner traffic into experiences that needed to convert under real scrutiny: fast loads, clear proof points, and modular layouts merchandising could swap without breaking performance. The work was less about a single hero page and more about a repeatable system for acquisition tests that actually moved revenue.
Outcomes
24%
Lift in paid-landing conversion rate vs. prior one-off templates (illustrative cohort)
1.8s
Target LCP on mobile for new acquisition templates at launch
6
Reusable landing modules in the system at handoff
The challenge
Campaign landing pages were often one-offs: hard to maintain, inconsistent with brand voice, and slow to iterate when media teams shifted spend weekly.
Core storefront patterns were strong, but acquisition paths did not always carry the same clarity on offer, warranty, and social proof. Mobile performance varied page to page, which made test results noisy and hard to trust.
What we built
We defined a landing system: modular sections, typography rules, and proof modules that could be recomposed per campaign without reinventing layout each time.
Templates were built for speed and measurement: consistent event naming, lighter asset payloads, and above-the-fold hierarchy tuned for paid traffic on mobile first.
We partnered with growth and brand teams on a test backlog: hypothesis, build, launch, readout. Winners folded back into the system; losers retired without leaving orphaned code in the repo.
In the work
Key surfaces from the Tuft & Needle relaunch. Final photography and UI captures ship with client approval.
We stopped debating one-off landers every week. Fraction gave us a system we could test against, and the winners were obvious because the baseline was finally consistent.
Services delivered
- Landing system design
- Shopify section development
- Performance optimization
- Experimentation workflow
- Analytics & event taxonomy
- Growth team enablement
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All prospective clients start with a discovery call. We share relevant examples, then follow with a written approach scoped to your constraints, not a generic deck.