Listicle presell page for cold traffic: +47% conversion rate
Test run byOliver KenyonConversionwise
Commentary byLiftArchiveOur analysis, not theirsReplacing a standard paid media landing page with a listicle-style presell page raised conversion rate by 47.29%. Oliver Kenyon ran this test for Boom by Cindy Joseph, a makeup brand for older women. It was reported to add $20,699 in monthly revenue.
- Conversion rate: +47.29%. Far more paid visitors bought.
- Monthly revenue increase: $20,699.
- No sample size, test duration or confidence range was shared.
The change
Standard landing page replaced with a listicle of tips and a side product box.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Paid traffic went to the brand's standard landing page for the product.
Variant
Traffic went to an editorial page titled with five makeup tips for older women, credited to the founder. Numbered tips ran down the left, with a product box beside them showing the offer, rating and a claim-offer button.
Why it likely won
Our reading of the result, not the practitioner's claim.
- cold visitors got useful advice first, which built trust before any sales pitch.
- tips aimed squarely at women over 50 made the page feel written for them.
- the product box beside the tips kept the offer visible without interrupting the reading.
Caveats: Sample size and duration were not shared. The original landing page was not shown, so we cannot see how different it was.
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 cold paid traffic to a listicle presell page with useful tips before the offer, then conversion rate will rise because visitors trust the brand before being asked to buy.
- Primary metric
- Conversion rate from paid traffic
- Guardrails
- Revenue per visitor
- Cost per acquisition
- Average order value
- Who should test it
- Brands with a clear audience and a product that benefits from explanation, running cold paid social traffic. Returning visitors and branded search traffic probably don't need the extra step.
Questions
Are presell pages better than product pages for cold traffic?
In this test, a listicle presell page beat the standard landing page by 47% in conversion rate for paid traffic.
What should a listicle presell page include?
This one had a benefit-led headline aimed at its audience, five numbered tips, and a product box with the offer, rating, guarantee and a clear button.
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