We tested an advertorial-style landing page to see if storytelling and educational content increase conversions from social traffic. Discover the impact of this approach on engagement and sales.
Educational advertorial landing page boosts parent engagement and conversions
Goal
Conversion rate
Result
+2.3% Conversion rate
Category
Landing Page
Outcome
Inconclusive
Before
After
If we use an advertorial-style landing page that educates and builds trust before asking for conversion, then parents arriving from paid social will convert at a higher rate and bounce less, because the longer-form storytelling and emotional framing better align with how parents evaluate safety products.
What We Changed
- Created an advertorial-style landing page tailored for parents.
- Incorporated storytelling with testimonials and scientific validation.
- Emphasized protection, safety, and peace of mind in headlines and copy.
- Maintained a strong visual hierarchy and scannable sections.
- Included clear CTAs to the product page or purchase flow.
The Results
We dig through every data source to map what's actually broken. By the end, there's no confusion.
+44.9%
Add-to-cart rate change
+41.7%
Add-to-cart rate change
+6.1%
Click-through rate change
Key Learnings
- Storytelling and educational content increased engagement and trust.
- Parents responded well to emotional reassurance and testimonials.
- The new format improved add-to-cart rates significantly.
- A drop in revenue suggests further optimization is needed for conversion paths.
Detailed results breakdown
Add-to-cart rate change
+44.9%
Average order value
-29.1%
Click-through rate change
+6.1%
Lift in conversion rate
+2.3%
Change in revenue per visitor
-27.5%
Free Trial
Start with 3 experiments.
Zero cost.
Get a taste of our service. We'll analyze your store, pinpoint low-hanging fruit, design, implement and test solutions to lift your conversion rate in 30 days.
Who qualifies?
30,000+ Monthly sessions.
Minimum traffic needed to run statistically significant tests.
Running on Shopify or Shopify Plus.
Our specialty - we don't work with other platforms.
Investing in paid traffic.
We work with stores committed to growth, not hobbyists.
Ready to invest in systematic CRO.
You understand testing takes time - no magic bullets.
Why free?
The best proof is results. Three real experiments show you exactly how we work and whether it drives revenue for your specific store. You keep everything - no strings attached.
Our bet
We're confident enough in our process to invest our time upfront. If the tests work, you'll see the value in continuing at $5,950/month. If not, you got free optimization work.
Limited spots
We take only 4 free trials monthly to maintain quality. Each trial gets our full attention and expertise. If you qualify, secure your spot before this month fills up.
Other experiments we've run
Product Page (PDP)
Modern Carousel Controls Boost Product Engagement and Conversion Rates
The product image carousel was redesigned to improve user engagement and streamline the shopping experience. Learn how these changes impacted conversions and revenue.
-0.5% Add-to-cart rate
Banner
Shipping Info Banner Breaks Down Objections Around Shipping
A shipping info banner was added to the site to break down the objections around shipping costs and delivery times. Check out how this experiment went.
+1.5% Conversion rate
Collection Page (PLP)
Adding "New" badges across product listings
Adding a "New" badge to products increased user interactions and conversions. Discover the impact of this simple change.
+1.8% Clickthrough rate