Listicle landing pages vs homepage: +137% revenue per session
Test run byOliver KenyonConversionwise
Commentary byLiftArchiveOur analysis, not theirsSending traffic to new listicle landing pages instead of the homepage raised revenue per session by 137% over 22 days. Oliver Kenyon's team built the pages. Conversion rate rose 54%, though each side had only about 4,000 sessions and 40 to 60 orders.
- Revenue per session: +137% (£0.30 to £0.71).
- Conversion rate: +54% (0.97% to 1.49%).
- Conversions: +50% (40 to 60 orders), with 2.49% fewer sessions (4,138 vs 4,035).
- Revenue: +57% (£1,270.61 to £1,990.34).
- Average order value: +10% (£24.05 to £26.37).
The change
Traffic goes to a listicle page instead of the general homepage.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Traffic landed on the brand's homepage.
Variant
Traffic landed on new listicle-style pages, which present the product as a numbered list of reasons or points.
Why it likely won
Our reading of the result, not the practitioner's claim.
- a listicle tells a focused story to visitors from ads, while a homepage has to serve everyone and splits attention.
- the list format is easy to skim, so visitors pick up the key reasons to buy before they reach the offer.
- the brand had first tried pages built with AI alone and got poor results, which suggests the copy and structure mattered more than the format.
Caveats: This is a comparison of two traffic destinations over 22 days, not a confirmed randomised split test. Sample sizes are small (40 vs 60 orders), and the email sharing the data calls the session counts low.
Who ran it
Oliver Kenyon (@oliverkenyon) shared this test on X. The numbers and screenshots are theirs.
View the original post on X
How to run this test on your store
- Hypothesis
- If we send paid traffic to a listicle landing page instead of the homepage, then revenue per session will rise because visitors get a focused, skimmable case for the product.
- Primary metric
- Revenue per session
- Guardrails
- Average order value
- Bounce rate
- Refund rate
- Who should test it
- Brands running paid social traffic to a homepage, especially with low order values and a product that needs explaining. It may matter less if most traffic is returning customers or brand searches.
Questions
Do listicle landing pages convert better than a homepage?
In this 22-day comparison, they did. Revenue per session rose 137% and conversion rate rose 54%, but each side had only 40 to 60 orders.
What is a listicle landing page?
It's a page that sells the product as a numbered list of reasons or points, often used for ad traffic. The exact page design was not shown in the post.
Can AI build good listicle pages?
This brand first tried AI-built pages and got poor results. The pages that won were made by Oliver Kenyon's team, combining AI tools with a trained team.
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