Primal Queen advertorial rebuild: +$131k monthly revenue
Test run byVastaCRO agency
Commentary byLiftArchiveOur analysis, not theirsA full rebuild of the Primal Queen advertorial sales page added an estimated $131k a month in revenue.
Vasta ran the test for the women's beef organ supplement brand, pitting five new versions against the original.
The copy, layout and funnel all changed, so this is a whole-page result, not one change.
- Revenue: +$131k per month for the winning version, as reported by the agency.
- Conversion rate, sample size, duration and confidence were not shared in the page text. Detailed results appear only in images.
Control
The existing advertorial sales page, whose conversion rate had flatlined.
Variant
A restructured advertorial built on audience research, with new storytelling, a new layout and funnel changes. Five versions with different copy, layout and story angles were tested.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Research into what the target buyers were looking for likely made the story more relevant.
- A clearer sequence on the page may have guided readers toward buying.
- Testing five versions at once raised the odds that one approach would land.
Caveats: This was a bundled whole-page rebuild, so no single element can be credited. Only the headline revenue figure is given in text, and with five variants the chance of a false winner is higher.
Who ran it
Vasta ran this test for Primal Queen and published the results (Vasta case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Vasta →
How to run this test on your store
- Hypothesis
- If we rebuild the advertorial around researched buyer questions and a clear story order, then more readers will buy because the page answers what they came for.
- Primary metric
- Revenue per visitor
- Guardrails
- Conversion rate
- Average order value
- Refund rate
- Who should test it
- Brands sending paid traffic to a long-form advertorial whose conversion has stalled. If you don't have enough traffic to split across several versions, test one rebuild against the original.
Questions
What is an advertorial page?
A long-form sales page written like an article.
It tells a story and builds the case before asking for the sale.
Should I test several page versions at once?
It can find a winner faster, but each version needs enough traffic.
More versions also raise the risk of a false winner.
Can I tell which change drove the lift?
No. The whole page was rebuilt, so the result applies to the package.
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