"Replo is a really easy and intuitive way to execute on building variants of a page or working with other tools… It gives you the flexibility to be very technical with it, but also be very intuitive."
Thomas Robinson, VP of Growth, Breath Death
About Breath Death
Breath Death is a next-generation oral care brand that launched in July 2025, specializing in mint crystals designed to eliminate bad breath. The brand has quickly gained traction through strategic influencer partnerships with major creators including Logan Paul, Jake Paul, Adin Ross, and MGK. Their flagship product, Crystal Breth, uses zinc-powered, CO2 popping ingredients to deliver long-lasting freshness.
About Replo
Replo is your all-in-one-solution for selling anything on the Internet. With Replo, you can use a single prompt, image, or URL to generate a full page that's ready to drive sales for your brand; or use our drag-and-drop editor. Use our Analytics and A/B Testing tool to track, measure, and iterate on your pages. Access ready-made templates from over hundreds of different brands.
Start building with Replo today.
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The Challenge: Scaling Influencer Marketing And Testing Fast
As a brand that runs on influencer marketing, Breath Death faced a critical challenge post-launch: how do you run exclusive influencer offers without diluting your main brand experience?
On top of that, how do you A/B test these individual designs for paid media traffic?
Sending Meta ad traffic directly to standard Shopify PDPs left something to be desired for the brand’s campaign conversion rates. More importantly, running gated creator offers on the main site risked exposing exclusive deals through SEO indexing—a major concern when working with high-profile influencers.
On top of all that, the team needed an easily intuitive drag-and-drop solution to test different templates and designs, especially for paid media traffic where they could control the destination while keeping exclusive offers protected from public discovery.
“The ease of the templates is really nice, and the native integrations with Shopify, just the simplicity of getting pages published, deciding if they're SEO indexed or not, and then seamless integration with IntelliGems and Influence Owl and other tools."
— Thomas Robinson, VP of Growth, Breath Death
The Solution: An Experimentation-First Landing Page Strategy With Replo
This was not the first time that the team involved had built with Replo before, and a few were already familiar with the tool. They liked Replo’s wide collection of templates that were easy to use and edit and publish, the level of SEO control, and its seamless integrations with Shopify and its app ecosystem.
As a new brand, Breath Death was looking to move fast, and Replo became the default option.
"[Replo is] intuitive to build new pages, fits into the tech stack is really nice, and integrates with Shopify and other third-party apps."
— Thomas Robinson, VP of Growth, Breath Death
The team created a sophisticated marketing stack with Replo at its core, complemented by IntelliGems for A/B testing and Influence Owl for UTM-based landing page personalization.
Their influencer marketing funnel demonstrates the power of this workflow: they build exclusive influencer landing pages in Replo, set up a Shopify 301 redirect to that Replo LP to append UTMs, then use Influence Owl (another Shopify app) to dynamically personalize the elements on the Replo page, such as the influencer's name, testimonial copy, headline, image, and auto-applied discount code.
This meant the team did not need to copy Replo templates and pages over and over again in the process of creating influencer-tailored pages.
"Replo just fits into our tech stack really nicely. And the pre-established templates are interesting to play around with."
— Thomas Robinson, VP of Growth, Breath Death
The team's testing framework was steady and methodical, starting with the customer experiences that drove revenue—net new user acquisition flows.
First, they validated that Replo landing pages for paid Meta traffic outperformed standard Shopify PDPs. Next, they optimized key levers—from product variants to testing destination links (cart vs. direct checkout) to discount thresholds (15% off vs. 10% off)—measuring results through Revenue Per User (RPU), which combines conversion rate and AOV to better identify true value.
Only after optimizing the base page templates did they layer in personalization.
"We use Replo to build the template, we use a redirect to embed the UTM, and then personalize the page. So the headlines, the images, discount codes, things like that... without cloning Replo templates nonstop, we can just personalize a few fields that we know have an impact."
— Thomas Robinson, VP of Growth, Breath Death
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The Result: Meaningful CVR Improvements With Custom Influencer Campaigns
Within three months of launching, Breath Death achieved a 150+% increase in conversion rate comparing custom Replo landing pages to their standard Shopify PDPs.
During Black Friday, the team rapidly cloned high-performing templates and embedded seasonal language and offers, driving an around 400% CVR improvement during peak shopping days, a large amount of purchases which came from returning customers.
"What we do is we clone an existing template, maybe that's high performing, and then just modify some of the content for the timing of it. So Replo is great for that—just tweaking images and different elements of it, and that becomes the new static template."
— Thomas Robinson, VP of Growth, Breath Death
Throughout the process of A/B testing, the team sought to validate certain strategies and assumptions on how to boost their RPU, understanding that each change came with their own side effects.
For example, pushing a higher AOV bundle, such as their 8-tube pack instead of their 4-tube pack, meant higher AOV purchases, but a drop in conversions. Likewise, defaulting to a subscription increased the LTV and subscriber numbers, but decreased CVR.
As Thomas notes “...if you keep the offer the same, like promoting the same bundle, CVR is the critical one. But if you're testing with higher AOV products to increase your AOV, then you're going to take that into account.”
The goal was to figure out a way to balance their CVR and AOV, to achieve the highest RPU, while keeping their cost per paid acquisition low.
After systematic A/B testing with Replo LPs, the team found that for acquisition campaigns targeting new users, sending traffic direct to checkout with a post-purchase upsell (as opposed to adding a cart page in the middle) was the "sweet spot" for lowering CPA, while still keeping RPU numbers strong.
A simplified user flow meant fewer steps and fewer distractions, and as a result, less chance of cart abandonment.
"Replo is super solid... as long as you have the marketing emphasis on experimentation with landing pages."
— Thomas Robinson, VP of Growth, Breath Death
Since then, the brand has continued optimizing its template flow by continually iterating on pages. High-performers become the new static template, which are then cloned and modified for upcoming personalized campaigns—greatly reducing the hassle of transitioning between evergreen and seasonal pages.
With Replo, they’ve run Black Friday landing pages, December gift pages, and even New Years pages, such as their latest “New Year, New You” campaign.
"Replo is like a really easy and intuitive way to execute on building variants of a page or working with other tools."
— Thomas Robinson, VP of Growth, Breath Death
Closing Thoughts: Rapid Testing And Iteration With Replo To Power Growth
Since launch, Breath Death has built a sophisticated influencer marketing machine that protects exclusive offers, enables rapid personalized campaigns, and delivers measurable conversion improvements.
Constant experimentation with Replo pages has been the key.
Replo is excited to work with brands like Breath Death to grow their store with intuitive page building and rigorous testing. Creating a high impact customer journey is both an art and a science, and Replo's mission is to make it as fast and easy as possible.
Looking to try out Replo? Get started here or learn more about the product in our quickstart guide! Join our Discord community or follow us on X to stay updated on the latest.
