# Listicle vs story landing page: the story page converted 3.3x better

- Outcome: Lost
- Page type: Landing page (Ecommerce)
- Elements: Advertorials, listicles & presell pages, Founder & brand story
- Test run by: [Mojo Country Club](https://liftarchive.com/practitioners/mojo-country-club/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://www.replo.app/case-study/achieving-3x-higher-cvr-with-focused-story-driven-landing-pages-for-mojo-country-club
- Page: https://liftarchive.com/test/mojo-country-club-story-page-vs-listicle/

Mojo 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.

## Result

**the story page converted 3.3x better**

- 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.

## 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)

- 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.

## How to run this test

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

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Credit: Mojo Country Club ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/mojo-country-club-story-page-vs-listicle/).
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.