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.³⁴
• Goal: multi-product carts and higher AOV to absorb rising traffic costs.³

Details

Who. Molly Pittman, Smart Marketer agency, July 2025 — part of the Pretty Farm Girl scaling case (When and how fast to scale Meta ads — scaling criteria and the 80/20 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 Brand vs media arbitrage — why multi-SKU performance ecommerce stalls near $10M).
• 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 prep — housekeeping, offer, homepage and email plan (CTC checklist).

See also

• Giveaway campaigns to build a list before a big sale — a related pre-sale offer tactic

Footnotes

1. How We Doubled Ad Spend + Boosted Revenue 65% in 60 Days @ 17:07 — Molly Pittman ↩ ↩²

2. How We Doubled Ad Spend + Boosted Revenue 65% in 60 Days @ 17:07 — Molly Pittman ↩

3. How We Doubled Ad Spend + Boosted Revenue 65% in 60 Days @ 18:38 — Molly Pittman ↩ ↩² ↩³ ↩⁴

4. How We Doubled Ad Spend + Boosted Revenue 65% in 60 Days @ 19:27 — Molly Pittman ↩ ↩² ↩³

5. The BFCM Prep Checklist: From Least to Most Impact @ 11:28 — Joy Sharma ↩