Digital Design & Creative Case Study
Digital Design Case Study: 112% Higher Conversion Rate for Merida
Scale Chapter lifted the conversion rate on paid landing pages by 112% for Merida in Türkiye. Behind every ad we built a page showing the advertised product on the first screen, and tested it against the old page with the traffic split evenly.
- Bicycles
- Türkiye
- April–September 2026 (6 months)
01THE CLIENT
The Client: Good Ads, Weak Pages
Merida is sold in Türkiye by a local business that also runs the brand’s online store. Its Google and Meta ads brought steady traffic, but most people who clicked landed on a category page and left before finding the bike they had seen.
The brief was pages made for the person clicking the ad. The rest of the store would stay as it was, and we would work only on the pages the ads pointed to and on the ads themselves.
Worked inFigmaPageSpeed InsightsGA4
02THE PROBLEM
The Problem: Visitors Paid For, Then Lost
A visitor from an ad is paid for the moment they click. If the page cannot hold them, that budget is gone.
Ads Sent to Category Pages
An ad for one product sent people to a category page where they had to hunt for it.
Slow Pages on Phones
Most visitors arrived on a phone, and large product images held the pages up.
A Buried Add to Basket Button
The add to basket button sat under a long description, and delivery and returns information was only at the bottom of the page.
What the wider data saysPublished numbers from outside Scale Chapter that explain why the work was done in this order.
- 10%
more users lost by the BBC for every extra second its site took to load.
Sourceweb.dev (Google), “Why speed matters”, citing the BBC - 8%
more sales for Vodafone from a landing page whose main content loaded 31% faster, in an A/B test on its paid traffic.
Sourceweb.dev (Google), Vodafone case study (2021)
03OUR WORK
What We Did: Our Design Work
GA4 showed which pages and which step the ad traffic dropped off at. In Microsoft Clarity we watched session recordings, and we read customer service questions and product reviews to learn what buyers wanted to know before they bought. The first pages were for the products the ads spent most on.
Pages and ads came from one design kit, so the headline and picture from the ad met people again at the top of the page. Each page was about one product, with the add to basket button on the first screen and common questions, reviews and delivery details beside it. We shrank the images, removed a few add-ons slowing the store and tried every page on real phones.
Traffic was then split evenly between old and new pages. The old page won the first test, because the product video at the top of the new one slowed it down; with a single photo there instead, the new page pulled ahead. The winners became the store’s template, approved by the ecommerce manager. How we test the ads is in the Meta Ads case study.
04RESULTS
The Results: What Changed on the Pages
Results for Merida, April–September 2026 (6 months): 112% higher conversion rate, 51% lower cost per acquisition and 73% faster on mobile (5.9s → 1.6s).
The figures cover paid traffic to the new pages only. Conversion rate comes from GA4, cost per acquisition from the ad accounts and speed from Largest Contentful Paint measured on mobile. For our work on the ads themselves, see the Google Ads case study.
- 112%Higher conversion ratePurchases as a share of paid visits to the new pages
- 51%Lower cost per acquisitionPaid media spend per purchase on the new pages
- 73%Faster on mobileBefore5.9sAfter1.6sLargest Contentful Paint, before and after the rebuild
- Client
- Merida
- Sector
- Bicycles
- Market
- Türkiye
- Period
- April–September 2026 (6 months)
05MORE CASE STUDIES
More Case Studies From Our Team
- Google Ads
1.92x ROAS Uplift for Tommy Hilfiger
Google Ads said sales were growing and the shop’s own order report disagreed. We closed that gap before touching the budget.
Read the case study - Meta Ads
29% Lower Cost per Acquisition for The Body Shop
Meta was missing part of the sales, and the ads had not changed in months. We fixed the measurement first, then started testing new creative every week.
Read the case study - UGC Video
44% Lower Cost per Acquisition for Reebok
The studio ads looked beautiful, but nobody on Instagram stopped to watch them. We filmed real people wearing the product in their workouts and found out which opening worked by testing every week.
Read the case study
06QUESTIONS
Digital Design & Creative Case Study: Frequently Asked Questions
- Why build separate landing pages for ads?
Scale Chapter puts a separate page behind every ad because someone who clicks wants to find the product from the ad on the first screen. A visitor who has to search a category page for it often leaves instead. A page built for one product and one action removes that step.
- How long does landing page design take?
Scale Chapter usually has the first pages live within the first few weeks; the design kit comes first, then the pages for the ads most of the budget goes to. To read a test, each page needs enough traffic, which can take a few weeks depending on your ad budget.
- How is digital design and creative priced?
Scale Chapter works for a flat monthly fee, agreed in writing before anything starts. It is set by how many channels you want run and how much of the work you hand to us, and we never take a share of your ad budget. To start with a free audit, get in touch.
- What do you need from us to get started?
Scale Chapter needs access to your store’s admin, GA4 and your ad accounts. Product photography and brand material such as colours and fonts speed things up. We build the pages on the platform you already use, such as Shopify or WordPress, so there is no new system to move to.
- Who designs the pages and the ads?
Scale Chapter’s design team makes the pages and the ad creative from the same design kit and builds them on your store’s own platform. Which page gets tested is decided by the same strategist, performance lead and analyst who work on your account every week. The service covers pages and ad creative, not logo or brand identity design.
- How do you know a new page is working?
Scale Chapter runs the new page alongside the old one and splits the traffic evenly between them. Whichever brings in more sales for the same spend stays, and the other is switched off. We go through the results with you every week and share what happens day to day in a Slack channel we use together.
- What kind of brands do you work with?
Scale Chapter recommends landing page and creative work mostly to ecommerce brands and B2B companies with a regular ad budget. When we also manage the ads, the pages and the campaigns come from the same team. For an example of the creative side, see the UGC video case study.
- Do you redesign the whole website?
Usually not. Scale Chapter starts with the pages your ads point to, because that is where paid visitors are lost, and leaves the rest of the site as it is. If the audit shows the whole store needs rebuilding, we tell you before any work starts.
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