Listicles & Advertorials: E-commerce Strategy

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

Many businesses make the mistake of sending prospects directly from an ad to a product page. While this can work, it often skips a vital step in the customer journey: building trust and providing value.

This is where the powerful combination of listicles and advertorials comes in, creating a compelling pre-product page experience that can dramatically increase your conversion rates.

The Listicles: Grabbing Attention and Providing Value

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. We are naturally drawn to headlines like 7 Ways to a Better Night's Sleep or 10 Must-Have Gadgets for Your Home Office.

Listicles are essentially articles presented in a list format. They're scannable, easy to digest, and offer a clear promise of value. For an e-commerce brand, a listicle is about solving a problem or addressing a need your target audience has.

• Example for a skincare brand: Instead of a direct ad for a moisturizer, you could run an ad for a listicle titled 5 Skincare Habits That Will Transform Your Skin. In this article, you'd discuss various habits, and one of the points would naturally be about the importance of a good moisturizer, leading smoothly into the next step.
• Example for a fitness brand: An ad for a listicle called The 7 Best Protein Sources for Muscle Growth would be more engaging than a direct ad for a protein powder.

The Advertorial: The Bridge to Your Product

The advertorial is the crucial link between your high-value listicle and your product page. The name itself is a blend of advertisement and editorial, and that's exactly what it is: a soft-sell advertisement disguised as a helpful, informative article.

After a prospect has read your listicle, they've already received some value from you. They see you as an expert in the field, not just a seller. The advertorial capitalizes on this newfound trust. It takes the topic from the listicle and delves deeper, subtly introducing your product as the ultimate solution.

• Continuing the skincare example: The advertorial would be a deeper dive into the importance of moisturizing, perhaps titled Why a High-Quality Moisturizer is a Game-Changer for Your Skin. The article would discuss the science behind hydration and skin health, and then, naturally, introduce your specific moisturizer as the perfect solution, highlighting its unique ingredients and benefits.
• Continuing the fitness example: The advertorial could be titled The Secret to Maximizing Your Post-Workout Recovery. This article would discuss muscle repair and the role of protein, and then present your protein powder as the optimal, scientifically-backed product to aid in that recovery.

The Seamless Transition to the Product Page

Once the prospect has read the advertorial, they are now primed and ready. They understand the problem, they've been educated on a solution, and they've been introduced to your product as the answer.

The call-to-action to Shop Now or Learn More on this page is far more likely to convert than if it had been the first touchpoint.

This three-step journey—from a compelling listicle to a persuasive advertorial and finally to a high-converting product page—is a powerful sales funnel. It respects the customer's intelligence, builds a relationship, and positions your brand as a helpful authority rather than just a faceless seller.

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. The listicle would cover issues like disorganized communication, manual data entry, and time-consuming administrative tasks.
• 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. It would tell a story about how your unique fajita spice blend takes the dish from good to great. It would focus on the quality of the ingredients, the balanced flavor profile, and the convenience of a pre-mixed blend, positioning it as the key to stress-free, delicious meals.

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. The list would include items like a classic white t-shirt, a quality pair of jeans, and a versatile leather jacket.
• 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. It would address potential customer objections like price by highlighting the long-term value and investment.

Why These Examples Work

• The Hook: Each listicle starts with a compelling headline that promises a solution to a problem or a valuable piece of information. They are designed to be shareable and clickable.
• The Bridge: The advertorials are seamlessly linked to the listicles. They don't just sell; they continue the educational narrative, providing the why behind the listicle's advice and positioning the product as the ultimate how.
• The Payoff: By the time a prospect reaches the product page, they are already educated and engaged. They understand the value proposition and are far more likely to convert.

Keep Crushing!
- Sales Guy