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Revenue per visitor from a bundle block on the product page.
Artem Straps+17.9%Revenue per visitor from one honest stock check at checkout.
Artem Straps+14.6%Revenue per visitor from a new advertorial headline.
BSQBSQ (Besque)
Landing page
Winner
+14.56% RPV
+14.56% revenue per visitor from one advertorial headline
We replaced a feature-led headline with a curiosity-led one on the Magic Body Oil advertorial.
RPV lift
+14.56%
CVR lift
+9.49%
Test duration
1 week (Mar 17 to 23, 2025)
Industry
Skincare
Before vs after
Control vs Variant
Control
Feature-led headline: "Visibly Firmer, Tighter & Glowing Silky Smooth Skin"
Variant
Curiosity-led headline: "The Ancient Oil Secret That Makes Skin Look Young Again"
Hypothesis
What we expected to happen
If the headline opens a story and a curiosity gap instead of listing features, more cold visitors will read on and buy, lifting conversion rate and revenue per visitor.
What we changed
The change in detail
Control headline: Visibly Firmer, Tighter & Glowing Silky Smooth Skin
Variant headline: The Ancient Oil Secret That Makes Skin Look Young Again
- Replaced the advertorial headline only. Everything else on the page stayed the same.
- Moved from a feature list to a story hook with a clear outcome: skin that looks young again.
Results
What the test showed
The variant headline won on both conversion rate and revenue per visitor and was marked for implementation.
- Revenue per visitor: +14.56%
- Conversion rate: +9.49%
- Estimated monthly revenue impact: $105,074
What we took away
- On advertorials for cold traffic, the headline is one of the highest-leverage elements on the page.
- A story hook with a curiosity gap beat a list of product features.
- Small copy changes can be tested fast. This test ran for one week.
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