Education-led advertorial landing page: +$20,699 per month
Test run byOliver KenyonConversionwise
Commentary byLiftArchiveOur analysis, not theirsReplacing a generic landing page with an education-led advertorial was reported to add $20,699 per month for BOOM! by Cindy Joseph. Oliver Kenyon ran this test. The new page opened with five makeup tips for older women from the founder, then presented the product.
- Revenue: +$20,699 per month, forecast at $248,388 per year.
- Revenue per session: $0.37 was listed as a result. It is not clear whether this is the new value or the lift.
- Conversion rate, order value and confidence levels were not shared.
The change
A generic landing page replaced by a tips article with a product box alongside.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The original landing page was generic and did not speak to the brand's audience of older women.
Variant
The new page led with an article, "5 Makeup Tips for Older Women", credited to founder Cindy Joseph. A product box beside the tips showed the Boomstick Trio with a rating, price, short benefits, a "Claim your offer" button and a 60-day money-back guarantee.
Why it likely won
Our reading of the result, not the practitioner's claim.
- useful tips give visitors a reason to keep reading before they are asked to buy.
- tying the advice to the founder's own expertise builds trust with an audience that may distrust generic beauty ads.
- the headline speaks directly to women over 50, so the right visitors feel the page is for them.
Caveats: Only the after page was shown, and the yearly figure is a forecast. Sample size, test length and conversion data were not shared.
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 turn a generic landing page into an educational article that leads into the product, then revenue per visitor will rise because visitors get value first and trust the offer more.
- Primary metric
- Revenue per visitor
- Guardrails
- Conversion rate
- Average order value
- Bounce rate
- Who should test it
- Brands with a clear audience and real expertise to share, running paid traffic to a landing page. It may not suit visitors who already know the product and just want to buy.
Questions
Do advertorial landing pages work for beauty brands?
In this case an education-led advertorial was reported to add $20,699 per month. The page taught first and sold second.
What should an advertorial lead with?
This one led with practical tips aimed at its exact audience, credited to the brand's founder.
Where should the product appear in an advertorial?
Here a compact product box with price, rating and a button sat beside the tips, so the offer was always in view.
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