Listicle vs story landing page: the story page converted 3.3x better
Commentary byLiftArchiveOur analysis, not theirsMojo Country Club's story-driven landing page converted at 330% of the rate of a listicle-format page, so the listicle lost badly.
Mojo Country Club ran this test in-house over six weeks, and it was published as a Replo case study.
The audience was warm traffic, and the brand thinks listicles may still work for colder shoppers.
- Conversion: the story page converted at 3.3 times the listicle's rate. This is a clear loss for the listicle.
- No order value or revenue figures were shared for this test.
The change
The variant swaps the story-led page for a numbered listicle format.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The standard landing page, which tells the brand's story to sell a nootropic gummy for golfers.
Variant
A listicle-format landing page, built as a numbered list of reasons to buy.
Why it likely lost
Our reading of the result, not the practitioner's claim.
- Warm visitors already know the brand, so a story that deepens the connection may fit them better than a list of claims.
- The brand sells fun and enjoyment on the course, which a narrative shows better than a list.
- Listicles are built to persuade strangers, so they may suit cold traffic more than warm.
Caveats: The test ran on a warm audience, so the result may not hold for cold traffic. Sample size and confidence were not shared.
Who ran it
Mojo Country Club ran this test for Mojo Country Club 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 Mojo Country Club →
How to run this test on your store
- Hypothesis
- If we send warm traffic to a story-driven landing page instead of a listicle, then conversion rate will rise because people who know the brand respond to its story more than to a list of reasons.
- Primary metric
- Conversion rate
- Guardrails
- Average order value
- Cost per acquisition
- Bounce rate
- Who should test it
- Single-product brands running paid traffic to landing pages, especially to retargeting or warm audiences. Listicles may still win for cold prospecting, so test by audience.
Questions
Do listicle landing pages convert better than story pages?
Not in this test. For a warm audience, the story page converted at 3.3 times the listicle's rate.
When should I use a listicle landing page?
The brand behind this test thinks listicles may suit colder traffic that doesn't know the brand yet. Test by audience temperature.
How long should a landing page test run?
Long enough to cover full ad cycles. This one ran for six weeks.
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