Advertorial hero redesign with product images: +12.26% conversion
Test run byDave DiederenSyntra Labs
Commentary byLiftArchiveOur analysis, not theirsRedesigning an advertorial's hero, rewriting its opening copy and adding product images above the fold lifted conversion rate by 12.26%. Dave Diederen ran this test, keeping the same angle, offer and traffic. Revenue per visitor rose 12.20%, which they put at about $1 million in extra yearly revenue.
- Conversion rate: +12.26% (2.00% to 2.25%), with a 98.2% chance to beat the control.
- Revenue per visitor: +12.20% ($2.02 to $2.27), estimated at about $98,211 extra per month.
- Profit per visitor: +11.54% ($1.46 to $1.63), the main metric in this test.
- Average order value: flat ($101.13 vs $101.07). The gain came from more people buying.
The change
A redesigned hero with product images and a faster opening, same angle and offer.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The advertorial hero had no product images, a weak headline and an opening that was slow to get going.
Variant
A redesigned hero with product images above the fold, a stronger headline and faster opening copy. The angle and offer stayed the same.
Why it likely won
Our reading of the result, not the practitioner's claim.
- showing the product right away tells visitors what the page is about before they lose interest.
- a sharper headline and quicker opening keep more readers on the page past the first screen.
- the angle was already working, so fixing the presentation unlocked it without new messaging.
Caveats: Three changes were made at once, so we can't say which mattered most. Revenue and profit ranges crossed zero (-4% to +31%), and sample size and test length were not shared.
Who ran it
Dave Diederen (@DaveDiederen) 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 add product images to the advertorial hero and tighten the headline and opening copy, then conversion rate will rise because visitors understand the offer faster.
- Primary metric
- Conversion rate
- Guardrails
- Revenue per visitor
- Profit per visitor
- Scroll depth
- Who should test it
- Brands running paid traffic to an advertorial that has not been updated in a while. It is less likely to help if the hero already shows the product clearly.
Questions
Should an advertorial show the product above the fold?
In this test, adding product images above the fold, with a new hero and opening copy, lifted conversion rate by 12.26%.
Do you need a new angle when an advertorial stops performing?
Not always. Here the angle and offer stayed the same, and fixing the presentation drove the gain.
Did the hero redesign change order value?
No. Average order value stayed flat, so the lift came from more visitors buying.
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