Advertorial and long-form landing pages for beauty: +43% conversions
Test run bySplitBaseCRO agency
Commentary byLiftArchiveOur analysis, not theirsTwo new landing pages built for an older, detail-hungry audience, one advertorial-style and one a detailed product page, lifted conversions by 43% on average.
SplitBase ran this test for beauty brand Laura Geller.
Both were whole new pages, and results were not split by page type.
- Conversion rate: +43% on average across the new landing pages.
- The source does not say which page type did better, or exactly which pages served as the baseline.
- Lower acquisition costs on paid social were reported, with no figure shared.
The change
Homepage or product page replaced by a long advertorial-style landing page.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Paid traffic went straight to the homepage or specific product pages. Acquisition costs were high and conversions were low.
Variant
A long, article-style advertorial and a benefit-focused product landing page, each with mobile and desktop versions. Both were shaped by surveys, polls, social comments and support tickets.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Research showed the core buyers were older and wanted to read everything before buying. Longer pages gave them that.
- An advertorial reads like an article, which can build trust before the sales pitch.
- A page built around the benefits customers named speaks to what they care about, not what the brand assumes.
Caveats: The 43% is an average across new pages, with no split by page type and no clear baseline. Sample size, duration and confidence level were not published.
Who ran it
SplitBase ran this test for Laura Geller and published the results (SplitBase case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on SplitBase →
How to run this test on your store
- Hypothesis
- If we send paid traffic to a long-form landing page that answers every question our core buyers ask, then conversion rate will rise because this audience wants detail before they buy.
- Primary metric
- Conversion rate of paid traffic
- Guardrails
- Cost per acquisition
- Average order value
- Scroll depth
- Who should test it
- Brands whose buyers research before purchase, often older audiences or considered purchases. For short-attention traffic from TikTok or Instagram, long pages may hurt; the source notes this audience was not coming from those channels.
Questions
What is an advertorial landing page?
A page written like an article that tells a story about the problem and product before asking for the sale.
It suits buyers who like to read before they decide.
Do long landing pages convert better?
For an audience that wants detail, they can.
Laura Geller's longer pages lifted conversions 43% on average.
Should paid ads go to a landing page or the homepage?
A dedicated page usually fits better, because it can match the ad and the audience. Test it against your current destination.
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