Founder story added to the product page: -15% cost per acquisition
Test run byOliver KenyonConversionwise
Commentary byLiftArchiveOur analysis, not theirsAdding a founder story section high on the product page, to match ads that already told that story, cut cost per acquisition by 15%. Oliver Kenyon ran this for a brand whose ads performed well with the founder narrative but whose site left it out. A monthly revenue figure of $26,562 was also reported.
- Cost per acquisition: -15%. Each new customer cost less in ad spend.
- Monthly revenue of $26,562 was reported. The post does not make clear whether this is extra revenue or the variant's total.
- No conversion rate, sample size or test duration was shared.
The change
A founder story section added high on the product page to match the ads.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The product page had no founder story. Visitors who clicked a founder-led ad landed on a page that did not mention the founder.
Variant
A prominent "Our Story" section was added high on the product page. It shows a photo of the founder and a short account of why they started the brand, with a read-more link.
Why it likely won
Our reading of the result, not the practitioner's claim.
- the page now continued the story that made people click, so visitors felt they were in the right place.
- a real person with a personal reason for starting the brand adds trust, especially for skincare.
- message match reduces the jolt between ad and site that can cause visitors to leave.
Caveats: The post does not say whether this was a split test or a before/after change. CPA also depends on ad spend and creative, which may have shifted during the period.
Who ran it
Oliver Kenyon (@oliverkenyon) shared this test on X. The numbers and screenshots are theirs.
View the original post on X
How to run this test on your store
- Hypothesis
- If we add the founder story from our best ads to the top of the product page, then conversion rate from paid traffic will rise because the page matches what made people click.
- Primary metric
- Conversion rate for paid social traffic
- Guardrails
- Cost per acquisition
- Revenue per visitor
- Add-to-cart rate
- Who should test it
- Brands whose winning ads are founder-led or story-driven. It is unlikely to help if your ads focus on price, features or offers instead.
Questions
Should my product page match my ad creative?
In this test, adding the founder story that the ads already told cut CPA by 15%. Keeping the same message from ad to page helped.
Where should a founder story go on a product page?
Here it was placed high on the page as a prominent section with a photo, rather than tucked away on an About page.