CRO guides for DTC brands.
Breakdowns of the work on this portfolio: the listicles, advertorials and product pages I build for DTC brands, and the testing loop behind the numbers. Every example links to a live page.
Listicle landing page examples: 9 live DTC listicles and why each one is built that way
A high-converting DTC listicle landing page is a pre-sell article that sits between a Meta or TikTok ad and the product page. It opens with a numbered "reasons why" headline aimed at one group of buyers, backs each reason with proof, keeps the offer in view, and hands a warmed reader to the PDP. Seven of the nine live listicles below use that headline pattern.
Advertorial examples: 5 live DTC advertorials, broken down
A good DTC advertorial is a story-first article that sells. It follows one reader, one problem and one mechanism before it names the product, and it borrows editorial cues (a masthead, byline, date and first-person voice) so cold, ad-blind traffic keeps reading to the offer. The five live examples below, from a hair serum to a car coating spray, show that sequence in different wrappers.
Listicle vs advertorial: which pre-sell page should cold Meta and TikTok traffic land on?
Send cold traffic that already accepts the problem to a listicle, and cold traffic that doubts it can be fixed to an advertorial. A listicle gives scannable reasons to choose your product. An advertorial walks one reader through one problem and one mechanism first. Then split-test your pick against the client's control, because the numbers pick the winner.
DTC store and product page examples: what 25 live pages do above the fold
Converting DTC stores and product pages use the first screen to answer three questions: what is this, why should I trust it, and what is the offer. Across the 25 live pages below, that means a plain benefit headline, a rating line, a trust or press strip, and on product pages a buy box with bundle tiers and a subscribe and save option.
How a CRO testing program runs: audit, hypothesize, test, scale
A CRO testing program runs as a loop of four steps. Audit the funnel to find where the money leaks, rank the fixes by expected revenue impact, A/B test the biggest one against the control, then roll the winner sitewide and feed what you learned into the next round. Step five is step one again. No redesigns on faith.
Conversion rate vs revenue per visitor: how to read an A/B test before you ship it
Read it on the metric that pays you: conversion rate and revenue per visitor side by side, in relative and absolute terms, before anything ships. Conversion rate counts buyers. Revenue per visitor, conversion rate times average order value, counts money, so it is the number to ship on whenever the variant can change what people spend.
What does a CRO consultant do for a DTC brand, and when do you need one?
A CRO consultant finds where a store loses buyers between the ad click and the checkout, then fixes it with tested changes instead of opinions. For a DTC brand that covers the full conversion layer: pre-sell pages, product and landing pages, offer architecture, subscription flows and the A/B testing program. You need one when ad spend keeps rising and the page does not change.