Educational advertorial landing page boosts parent engagement and conversions
Discover how an advertorial-style landing page increased conversions by 28% through storytelling and trust-building for parents. Explore the results!
Metric
Conversion rate
Lift change
+2.3%
Control
Variation
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.
Detailed breakdown
Add-to-Cart Rate
+44.9%
Conversion Rate
+2.3%
Click-Through Rate
+6.1%
Bounce Rate
-1.3%
Revenue
-29.08%
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.
