# Advertorial and long-form landing pages for beauty: +43% conversions

- Outcome: Won
- Page type: Landing page (Ecommerce)
- Elements: Advertorials, listicles & presell pages, Headlines, product titles & copy, Layout, fonts & visual design
- Test run by: [SplitBase](https://liftarchive.com/practitioners/splitbase/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://splitbase.com/case-studies/laura-geller
- Page: https://liftarchive.com/test/laura-geller-advertorial-and-hero-landing-pages/

Two 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.

## Result

**+43% conversions**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Cost per acquisition
- Guardrail: Average order value
- Guardrail: 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.

---

Credit: SplitBase ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/laura-geller-advertorial-and-hero-landing-pages/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.