It’s easy to get caught up in optimizing product pages, refining the checkout process, and A/B testing call-to-action buttons. But what about the crucial funnel step that happens before a customer even lands on your product page?

Many ecommerce businesses make the mistake of sending prospects directly from an ad to a product page. While this can work, it often skips a vital stage in the ecommerce sales funnel: building trust and providing value before asking for the sale.

This is where the powerful combination of listicles and advertorials comes in. Together, they create a pre-product page experience that nurtures prospects and can dramatically boost ecommerce conversions.

How Listicles Boost Ecommerce Engagement

A listicle is simply an article written in list format (like 5 Tips… or 10 Best…). It’s designed to be scannable, engaging, and easy to digest while delivering clear value to readers.

Think about the last time you scrolled through your social media feed. What kind of content stopped you in your tracks?

Chances are, it was a listicle. Headlines like 7 Ways to Sleep Better or 10 Must-Have Gadgets for Your Home Office grab attention because they are:

• Scannable (easy to skim)
• Value-driven (promise quick solutions)
• Shareable (perfect for social media)

For an ecommerce brand, listicles solve a problem or address a need your audience already has.

Examples:

• Skincare brand: Instead of a direct ad for a moisturizer, run an ad for a listicle titled 5 Skincare Habits That Will Transform Your Skin. One habit naturally highlights the role of a good moisturizer, smoothly leading into your next step.
• Fitness brand: Rather than pushing a protein powder directly, promote a listicle titled The 7 Best Protein Sources for Muscle Growth, with protein powder included as one option.

By offering value before the pitch, listicles set the stage for a deeper, trust-building piece of content: the advertorial.

Using Advertorials to Increase Ecommerce Conversions

An advertorial is a hybrid between an advertisement and an editorial article. It’s written like a blog or magazine piece but subtly promotes a product by educating readers and positioning the product as the solution.

Advertorials are the bridge between your listicle and your product page. They blend education with subtle persuasion, showing your product in a helpful, natural way.

After reading a listicle, prospects already see you as an expert. The advertorial capitalizes on this trust by diving deeper into the topic and showing how your product solves the issue.

Examples:

• Skincare: Why a High-Quality Moisturizer is a Game-Changer for Your Skin - could explain the science of hydration and introduce your moisturizer as the expert-approved solution.
• Fitness: The Secret to Maximizing Post-Workout Recovery - could discuss muscle repair, protein’s role, and then present your protein powder as the scientifically-backed choice.

This format respects your audience’s intelligence while nudging them closer to purchase.

The Seamless Transition to the Product Page

Once readers finish the advertorial, they:

• Understand the problem
• Recognize the solution
• See your product as the answer

At this point, a CTA like Shop Now or Learn More feels natural and effective - because prospects are primed and ready.

This three-step funnel—listicle → advertorial → product page—creates a high-converting customer journey that builds trust, provides value, and positions your brand as a helpful authority.

More Examples Across Different Industries

B2B Software

• Listicle: 7 Common Mistakes Killing Your Business's Productivity
  • This grabs the attention of a business owner or manager who is always looking for ways to improve efficiency.
• Advertorial: How Our Project Management Software Solves Every One of Your Productivity Problems
  • The advertorial would directly address each of the mistakes from the listicle, providing a detailed breakdown of how your software's features (e.g., automated workflows, integrated communication channels, centralized dashboards) are the ultimate fix. It would use case studies or testimonials to build authority.

Food & Beverage

• Listicle: 8 Delicious and Easy-to-Make Meals for Busy Weeknights
  • This speaks to a broad audience who struggles with meal planning and cooking after a long day. The listicle offers simple, appealing recipes.
• Advertorial: The Secret Ingredient to Perfect Weeknight Dinners: Our Premium Spice Blends
  • The advertorial would follow one of the recipes from the listicle, maybe the 20-Minute Chicken Fajitas. Showing how a fajita spice blend elevates a recipe.

Fashion & Apparel

• Listicle: 5 Timeless Wardrobe Staples Every Man Needs in His Closet
  • This provides valuable style advice, positioning the brand as a trusted expert.
• Advertorial: Why Our All-Season Leather Jacket is the Last Jacket You'll Ever Need
  • This advertorial would go into detail about the leather jacket from the listicle. It would discuss the craftsmanship, the durability of the material, the classic design that won't go out of style, and the ethical sourcing of the leather.

Why This Funnel Works

• The Hook: Listicles grab attention with clickable, value-packed headlines.
• The Bridge: Advertorials extend the story and introduce your product naturally.
• The Payoff: By the time prospects reach the product page, they’re educated, engaged, and more likely to convert.

Keep Crushing!
- Sales Guy