---
title: Evergreen discount collection pages for scaling ecommerce ads
slug: evergreen-discount-collection-page
summary: The ad landing page Smart Marketer moves to once a single product page ("butter chicken") stops scaling — no top navigation (+22% in one test), standing ~10% discount, UGC, hero products with add-to-cart, a bundle for AOV, reviews, VIP offer at the bottom.
domain: marketing
tags: [ecommerce, landing-pages, aov, offers, meta-ads, cro]
related: [meta-ads-scaling-rules-and-budget-split, giveaway-campaign-before-sale, ecommerce-ad-creative-metrics, persona-landing-pages-and-listicles, bfcm-offer-site-and-email-plan]
sources: [yt:GR8JS8sQiL8, yt:WPAvZRXWvA4]
updated: 2026-10-24
---

# Evergreen discount collection pages

## TL;DR
- Start paid traffic on a **single product page** (Smart Marketer's "butter chicken", Ezra Firestone's name for it); it eventually saturates the most desperate buyers.[^1]
- Then send traffic to a strong **homepage** or an **evergreen discount collection page**.[^1]
- **Remove the top navigation** (home/about/contact go to the footer): an immediate **+22%** in the Pretty Farm Girl account.[^2]
- Page order: discount (~10% off) → UGC → hero products with add-to-cart → **bundle** (e.g. $120) → testimonials, ingredients, reviews → **VIP offer** at the bottom.[^3][^4]
- Goal: multi-product carts and higher **AOV** to absorb rising traffic costs.[^3]

## Details
**Who.** [[people/molly-pittman]], Smart Marketer agency, July 2025 — part of the Pretty Farm Girl scaling case ([[meta-ads-scaling-rules-and-budget-split]]).

**Why it works.** It feels like walking down a store aisle: people add several products instead of bouncing around the site's navigation, blog and menus. A standing discount helps new customers convert.[^3]

**The bundle** has a low conversion rate, but when it sells it lifts the day's ROAS noticeably.[^3]

**Track record.** Molly says the format has worked for almost every client they tested it on, over years, and also works for info products (Smart Marketer uses it).[^4]

**Checklist** (per Molly): no top nav; a discount (10% is standard, not required); real people using the product; hero products (list more if you want); bundles; testimonials; ingredients; reviews; VIP offer last.[^4]

## Disagreements / caveats
- The +22% is one account's result; "worked for almost everyone" is the agency's own claim with no data shown.
- A standing discount trains customers to expect one — weigh against margin and brand positioning (see [[ecommerce-brand-vs-media-arbitrage]]).
- **During BFCM, CTC sends most ads to the homepage instead,** because demand and branded search spike. It adds a countdown timer, sticky bar and three buy blocks (bestsellers, highest AOV, highest margin), and treats a BF collection page as a later refinement.[^5] See [[bfcm-offer-site-and-email-plan]].

## See also
- [[giveaway-campaign-before-sale]] — a related pre-sale offer tactic

[^1]: yt:GR8JS8sQiL8 @ 17:07 — Molly Pittman
[^2]: yt:GR8JS8sQiL8 @ 17:07 — Molly Pittman
[^3]: yt:GR8JS8sQiL8 @ 18:38 — Molly Pittman
[^4]: yt:GR8JS8sQiL8 @ 19:27 — Molly Pittman
[^5]: yt:WPAvZRXWvA4 @ 11:28 — Joy Sharma