Pain-relief vs longevity angle on dog supplement advertorial: +28% CTR
Test run byOliver KenyonConversionwise
Commentary byLiftArchiveOur analysis, not theirsChanging a dog supplement advertorial from a longevity angle to a pain-relief angle raised click-through to the product page by 28.7%. Oliver Kenyon ran this as one of five advertorial variations, each built around a different emotional angle. The product stayed the same; only the framing changed.
- Click-through rate to the product page: +28.7%. More readers moved from the advertorial to the PDP.
- Monthly revenue of $116,772 was reported for the winner. The post does not say how much of that was extra revenue versus the control.
- Sales were said to increase, but no conversion rate or sample size was shared.
The change
Same advertorial layout, with the angle switched from longevity to pain relief.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The advertorial headline promised to boost the dog's longevity. It showed a happy owner hugging a healthy dog and described a vitality supplement for heart health, immunity and joints.
Variant
The headline promised to relieve the dog's pain. It showed a worried owner comforting their dog and described the product as easing joint pain and inflammation.
Why it likely won
Our reading of the result, not the practitioner's claim.
- pain is an urgent problem an owner wants solved now, while longevity is a vague future benefit.
- the image of a dog in discomfort may have matched what many buyers were already seeing at home.
- a concrete promise like joint pain relief is easier to believe than adding years to a lifespan.
Caveats: Sample size, duration and statistical confidence were not shared. The headline metric is click-through to the product page, not purchases.
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 lead our advertorial with the problem our product solves today instead of a long-term benefit, then click-through to the product page will rise because the need feels more urgent.
- Primary metric
- Conversion rate from advertorial visit to purchase
- Guardrails
- Click-through rate to PDP
- Refund rate
- Average order value
- Who should test it
- Brands using presell pages or advertorials for supplements or health products with several possible benefits. It may not help if your product has one obvious use already.
Questions
Which ad angle works better for pet supplements?
In this test, a pain-relief angle beat a longevity angle by 28.7% in click-through to the product page. Results may differ by product and audience.
How many angles should I test on an advertorial?
Oliver Kenyon tested five versions here, each with a different emotional angle. This pairing was the one shared as a winner.
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