Testing and Optimizing 40+ Landing Pages With Loop Earplugs

About Loop Earplugs: 

Loop Earplugs is an accessories brand specializing in noise reducing earplugs that look and feel good. Loop is dedicated to revolutionizing the way earplugs look, feel, and sound. Whether you need hearing protection or simply want to ensure comfort for your ears, Loop allows you to live life at your own volume.

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About Replo: 

Replo helps Shopify teams create customizable conversion funnels with ease, so businesses can sell more on the Internet. From new landing pages to product pages to pre-made templates, Replo helps you build better and faster, no developers needed.

Advanced features include detailed SEO controls, A/B testing with our Experiments tool, AI text generation and mobile optimization, and integrations with any tool in your stack. If you’re looking for the perfect partner to supercharge your ecommerce funnel—we’re here to help. 

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The Challenge: Limited Functions, Integration, and Customization

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Before Replo, Loop Earplugs had to make do with a paid advertisement to landing page conversion funnel that was not optimized for their brand or audience. 

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Back then, Loop used a different landing page builder, one that lacked deep integration with Shopify. As a result, Loop had to rely on restrictive or unnecessarily complex workflows between their Shopify store and the platform, such as when they could not directly duplicate sections from the page builder to their Shopify website. 

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In addition, the team was limited by the capabilities and opportunities for customization that their previous landing page builder provided. There was little leeway to integrate more creative and personalized designs that spoke to the unique qualities of Loop’s brand, including their award-winning design, focus on comfort, and quirky personality. The brand’s target audiences were largely differentiated by use case—such as noise-sensitive folks, parents, and festival-goers—rather than by strict demographics or regional groups. This meant Loop actually required a more tailored approach to their designs, rather than the limited options of their prior page builder. 

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The lack of customization on Shopify and the page builder made it more difficult for the brand to quickly create variations of landing pages and then performance test them. In fact, Loop barely experimented with their pages back then, instead mostly sending their paid traffic to landing pages that were not optimized for performance or directly to the website. 

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This was a vital amount of traffic and conversions that Loop Earplugs was missing out on, and the team, including Global Head of Website Goele Desmedt and Funnel Strategist Karo Van Den Brande, decided it was time to search for a better—much more performant—page builder. 

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The Solution: Boosting Speed and Flexibility With Replo

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Replo was originally scoped out by Loop Earplugs’ developer team as the most performant landing page solution that did not impact the code or speed of their main website, while still providing high customizability and deep Shopify store integration. This unique combination of factors was highly important to Loop. 

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First off, the brand was, and still is, highly protective of their codebase. Loop wanted to be able to build landing pages which could be stood up on their own, in a contained environment independent of the actual Shopify website. This would prevent any future problems or bugs in the tech stack or domain as they scaled; it would also allow them to hire external designers who could help create and test these landing pages, without them requiring access to the core Shopify website.

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As Goele notes:  

“We went for Replo because it offers us a lot more flexibility in terms of testing new UX, in terms of going faster with certain pages, and also not being worried about how that might impact other domains and how that might impact other stakeholders who are also working on the website. So it really allows us to rapidly experiment in contained environments.” 

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Next, page speed was of the essence for Loop Earplugs. Throughout their search, Replo proved to be the only tool that wouldn’t slow down page speeds; many other tools often had scripts which caused the page to take longer to load. This was a stand-out benefit that made a strong business case for Replo in Goele’s eyes. 

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Plus, they found that Relo offered a lot more flexibility in terms of testing new user experiences across their landing pages. The brand could build highly customized sections and pages in-house or through external designers and agencies without a single line of code; they saw immense opportunity in testing and iterating on these variants to optimize for performance. 

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This was especially important given the brand’s limits on developer capacity. If there was anything on the website that could be done without developer assistance, the team wanted to keep it that way. 

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Last but not least, Replo was deeply integrated with Shopify. This meant that Loop could directly access their product information on the Shopify store from their Replo page builder. Components such as swatches and product variants could be populated with their Shopify store data in a matter of clicks. 

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In Goele’s own words:

“The fact that you had that opportunity for customization. And on the other hand, being able to build things yourself, develop and create very customized sections in Replo, and test a lot of variations in UX…those were the two main elements that helped us make the decision to go for Replo.” 

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The first page that Loop ever built on Replo was during September, in preparation for Black Friday Cyber Monday (BFCM) in 2023. As anyone in the ecommerce world knows, the lead-up period to BFCM is some of the most hectic and high-pressure times of the year. Replo’s demonstrated ability to speed up the creation and iteration of landing pages for Loop meant that the app was here to stay.  

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The Results: Perfecting Their Performance Testing With Replo To Create The Winning Ad To Landing Page Flow

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“If you say, look, ‘I want to level up and I want to have something that's completely tailored to what I think works best for me… and I'm concerned about performance’, then I think Replo has a very dominant position and is a really good fit.” 

—Goele, Global Head of Website @ Loop Earplugs

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Since switching to Replo, Loop Earplugs has been able to roll out 46 new performance landing pages or experiments. That's one new page for every week that they’ve been with Replo—a far cry from when the brand barely did any testing on landing pages before Replo. 

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The page building process now starts with scoping out the pages that are currently in use. Key topics of discussion include what pages they’re using right now, where they’re sending the most traffic, what they’re missing, and which pages need to be tested or rebuilt. Once they’ve thought through those questions, the team then turns to external designers or agencies who can help them flesh out the content and components on those performance landing pages.

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Loop repeats this process every quarter, with varying agendas depending on the team’s priorities for that quarter. The pages are then built from scratch—going from design, to copywriting, to wireframing—or they can be made by reusing old designs to create a new variation. Revision rounds follow, with the exact timeline varying according to the complexity of the page. 

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In many cases, some pages never go past the experimentation stage; if Karo determines their metrics, such as conversion rate, are not up to standard, she stops running those pages on the site. The pages that stay live are the ones that can continue sustaining their higher conversion rates. 

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As with any landing page experiment, the more a brand tests, the more insights they gain on what works best for their target audience. According to Karo, Loop Earplugs now takes a very numbers- and acquisition-focused approach to how they’re running their pages. They target their paid advertisement to landing page funnels very broadly, even worldwide sometimes. Where the highest conversion rates are discovered, Loop Earplugs tries to scale accordingly and tap into that target audience or use case even more. 

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With Replo, the speed and quantity of testing, feedback, and learnings has increased far beyond what Loop has been able to achieve before. Even now—46 landing page experiments later—they are still testing many new conversion funnel flows, including listicles and editorials. 

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As Goele concludes: 

“We couldn't do it on Shopify, so every page that we've tested since is a page that's because of Replo. That is the main win for us for using Replo—getting those insights. Whether it's a winning page or a failing page, it's still very valuable to test.” 

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Closing Thoughts: Building and Testing Landing Pages For Maximum Conversions With Replo

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Replo has enabled Loop Earplugs to build, test, and gather insights on their landing pages faster than ever. Not only that, it’s enabled the brand to better express their stand-out qualities through highly custom designs that require zero code. Best of all, the entire platform is deeply integrated with their Shopify store. 

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For a growth-driven brand like Loop Earplugs, it makes all the difference in helping the team iterate and discover winning pages that can optimize their online customer experience. 

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Replo is excited to work with brands like Loop Earplugs to communicate their brand better and test faster. Creating a high impact conversion funnel as efficiently as possible is both an art and a science, and Replo’s mission is to equip users with the best tools possible.

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Looking to try out Replo? Get started here or access a full product demo to learn more about the product! Join the Reploverse Slack community or follow Replo on X to stay updated on the latest.

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