Why PM Digital uses Instant to create CRO-driven Shopify landing pages

PM Digital Design is a Shopify & CRO agency that helps 7–9 figure eCommerce brands increase revenue and profit margins from existing traffic. Founded by Paddy McLarnon, the agency specializes in conversion optimization and strategic page development across the entire funnel for DTC brands.

When working with Cadence, a performance nutrition brand built around fueling daily discipline, PM Digital faced a common agency challenge: how to test multiple campaign angles across different customer awareness levels without slowing down the creative process.

They needed a way to:

• Launch targeted landing pages for specific ad campaigns

• Match landing page messaging to ad creative variations

• Test different products against distinct customer avatars

• Iterate quickly based on performance data

With traditional Shopify development timelines, each new page variant would take weeks of back-and-forth. In paid media, that kind of lag eats into both momentum and budget.

That’s why PM Digital took a different approach: build and launch pages with Instant, then adjust them as campaigns evolved.

What they built

The agency created three distinct landing page experiences, each optimized for different campaign objectives:

1. Full Hydration System Page
A comparison-focused page positioning Cadence's three-product hydration system against "flawed" competitors. This page targeted sophisticated buyers already in the market, leading with sodium ratios and elite athlete endorsements. The strategic choice: replace comparison shopping with a complete solution.

 2. Sleep Hydration Listicle Page
A "7 Reasons" editorial-style landing page targeting customers struggling with sleep quality. The page combined scientific credibility (ingredient breakdowns, research citations) with social proof and a risk-free trial offer. The listicle format allowed for progressive disclosure, educating skeptical prospects through numbered sections while building urgency.

3. Core Fuel Bar Pre-Sale Page
A product launch page for a new energy bar, emphasizing the "problems with every other bar" before introducing Cadence's solution. Built before inventory arrived, this page captured early demand and validated market interest, a classic pre-sale strategy for new SKU launches.

The Instant advantage

The Shopify agency leveraged Instant to:

• Spin up three full landing pages quickly, enabling multiple tests at once

• Match copy and structure directly to ad creative variations, improving message continuity

• Build purpose-made pages for different awareness levels 

• Make real-time edits as performance data came in, without developer bottlenecks

“We made 3 different pages to hit different products alongside avatars/awareness levels. Instant allowed us to spin them up at a faster rate, allowing for easier editing on the fly when it came to adjusting for ads.” 

“We have now been able to track performance, align with new creatives, and now implement more variations of the new pages we completed to increase funnel performance” - Paddy McLarnon, PM Digital Design

The strategy behind the pages

Each landing page reflected a sophisticated understanding of customer psychology:

• Sleep page: Targeted problem-aware customers (poor sleep) who weren't yet solution-aware (hydration deficit). The educational format built credibility before asking for the sale.

• Hydration system page: Spoke directly to solution-aware customers, comparing products. Led with competitive differentiation and expert validation.

• Fuel bar page: Addressed most-aware customers (existing Cadence audience) with a straightforward pre-sale offer, leveraging brand trust already established.

This segmentation approach is a classic CRO strategy, but it only works if you can build pages fast enough to justify running multiple tests. Instant made it practical.

Results and future plans

The experiment was successful enough that PM Digital plans to scale the process:

“We’re now creating more to try to match ad creatives to landers, to unlock better angles. We will use Instant for more clients along the way.” - Paddy McLarnon

For PM Digital, the core value is clear: velocity drives testing, testing drives optimization, and optimization drives results.

If you’re looking for an agency to help with your Shopify store’s CRO, book a 30-min discovery call with Paddy today.

The takeaway for agencies like yours

For Shopify agencies serving D2C brands, PM Digital's approach offers a replicable framework:

1. Build campaign-specific pages. Purpose-built landers that mirror ad messaging consistently outperform generic product pages.

2. Test multiple angles. With faster builds, running parallel tests across awareness levels becomes realistic.

3. Iterate quickly. Real-time editing means campaigns can evolve with the data, not wait on dev cycles.

For agencies managing paid media for D2C brands, this approach means more room to test, faster response to performance data, and fewer limitations on what campaigns you can realistically execute.

Ready to see how Instant can help your Shopify agency move faster and unlock more revenue for your clients? Schedule a meeting with our team and discover how to put Instant to work for your next client project.