Listicle CTAs to the product page: +26% revenue per visitor
Commentary byLiftArchiveOur analysis, not theirsPointing every call to action on a Dry January listicle straight to the product page, instead of to another landing page, lifted revenue per visitor by 26% and conversion rate by 15%.
Feals ran the test in-house over 14 days with 34,000 visitors, and it was published as a Replo case study. The listicle itself stayed the same.
- Revenue per visitor: +26% when the listicle linked to the product page.
- Conversion rate: +15%.
- The test covered 34,000 visitors over 14 days. Statistical confidence was not shared.
The change
Same listicle; buttons link to the product page instead of another landing page
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Ad traffic landed on a Dry January listicle, and its buttons sent readers to a separate landing page before the product page.
Variant
The same listicle, with every button going directly to the product page.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Cutting one page from the funnel means fewer clicks and fewer chances to drop off.
- The listicle had already done the persuading, so a second sales page may have repeated the pitch.
- The product page puts price and add to cart in front of a reader who is already convinced.
Caveats: The test ran 14 days during a seasonal Dry January campaign, so results may differ at other times of year.
Who ran it
Feals ran this test for Feals and published the results (Replo case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Feals →
How to run this test on your store
- Hypothesis
- If we send listicle readers straight to the product page instead of an extra landing page, then revenue per visitor will rise because readers who are ready to buy face one less step.
- Primary metric
- Revenue per visitor
- Guardrails
- Conversion rate
- Average order value
- Bounce rate on the product page
- Who should test it
- Brands already using advertorials or listicles in paid funnels. Keep the extra landing page if it carries an offer or bundle choice that the product page lacks.
Questions
Where should a listicle link to?
In this test, linking straight to the product page beat linking to another landing page.
Fewer steps tends to help once the reader is convinced.
What is a listicle landing page?
It is an article-style page, such as a list of reasons to try a product, used between an ad and the store.
It explains the product before asking for the sale.
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