Building Stronger Conversion Paths With Campaign Landing Pages

For established retail brands, the eCommerce challenge is not always awareness. Customers may already know the products, trust the brand, and respond to campaigns. The real challenge is turning that interest into a clear path to purchase.

That was the opportunity Forix identified with KidKraft, one of the nation’s most innovative toy manufacturers. KidKraft creates interactive playsets for children that combine playtime with learning. The brand had strong product appeal and a polished eCommerce site, but there was still an opportunity to improve online performance relative to major retail channels such as Target, Walmart, and Costco.

Explore how Forix’s Conversion Rate Optimization services help eCommerce brands improve campaign landing pages, reduce friction, and create clearer paths from traffic to purchase.

The Challenge: Strong Products, Missed Conversion Opportunities

KidKraft’s website had a polished design, with opportunities to further enhance how the experience supports shopper decisions and overall online performance. Some shoppers were not completing the buying process, suggesting that certain parts of the journey could be made clearer and more intuitive.

For a brand selling playsets and children’s products, shoppers often need more than product images. Parents and gift buyers may look for details such as:

• Age suitability

• Product value

• Product dimensions

• Play benefits

• How the item fits into a real home environment

When this information is not easy to find, shoppers may be less likely to continue toward checkout.

The challenge was to identify where the experience created friction and where KidKraft could better guide shoppers from campaign interest to product discovery, evaluation, and purchase.

The Solution: A More Connected eCommerce Experience

Forix reviewed KidKraft’s analytics to better understand where customers were leaving the shopping process. The team used performance data to identify key areas of the journey that could be improved.

The solution focused on several key experience updates:

• A refreshed catalog page to make browsing more intuitive

• More engaging product pages with stronger decision-support content

• Shoppable user-generated content to show products in real-life settings

• Dedicated campaign landing pages to better align traffic with shopper intent

Together, these updates created a more connected buying journey. Campaign traffic could land on more relevant pages. Product pages gave shoppers more context. User-generated content helped customers visualize products in real homes. The catalog experience made browsing easier.

These improvements supported a 32% increase in transactions and a 33% increase in average order value.

Why Campaign Landing Pages Matter

Campaign landing pages are often an important step in the buying journey. A shopper may click from an ad, email, social campaign, or seasonal promotion with a specific expectation. If the landing page does not align with that intent, the shopper may leave before exploring the broader site.

Effective landing pages are built around buyer behavior. They connect the campaign message to relevant products, helpful content, social proof, and a clear next step.

For KidKraft, landing pages gave campaigns a more focused destination. Instead of sending shoppers into a general site experience, the brand could guide visitors toward products, collections, or promotional stories that matched their intent.

Building a Better Path From Campaign to Cart

A stronger conversion path depends on alignment. The campaign message, landing page content, product merchandising, and calls to action all need to work together.

Forix supported KidKraft’s journey by improving the pages that had a direct influence on shopper decisions. The catalog page helped customers browse more effectively. Product pages became more informative. Shoppable user-generated content added useful context and helped shoppers visualize products in real homes.

This approach helped reduce friction across the funnel. Shoppers were not only landing on a polished site; they were moving through a more structured buying experience.

What eCommerce Brands Can Learn

KidKraft’s results show that conversion growth rarely comes from one isolated change. Stronger performance usually comes from improving the full journey, from campaign entry point to product evaluation and checkout.

Retailers should regularly ask:

• Are campaign visitors landing on pages that match their intent?

• Do product pages answer key buying questions?

• Is analytics data being used to prioritize improvements?

Conclusion

KidKraft’s landing pages became more effective because they were part of a broader conversion strategy. Forix identify where shoppers were losing momentum, then improved the experience with stronger catalog pages, product content, user-generated content, and campaign-specific landing pages.

If your eCommerce brand attracts traffic but struggles to convert visitors into confident buyers, Forix can help identify the improvements that matter most.