Do blog house ads linked to collections lift article page conversion?
Every blog post ended with the same house ad for a consultation. We pointed each ad at a collection that matched the post. Conversion rose 9.4% and revenue per visitor 10.3% over 50 days, and we implemented it as a do no harm change.
Do No Harm Responsive 50 days Called at 90% Reviewed
The hypothesis
By linking blog house ads to relevant collection pages instead of a generic consultation offer, we will increase catalog browsing, resulting in more purchases from blog readers.
Blog readers came for planning tips and flower care advice. The house ad on every post offered the same consultation, whatever the reader was reading.
A reader on a DIY post or a flower care post had a clear next step in mind. An ad that matched that step could move them from reading to shopping.
Conversion must not drop, and consultation sign-ups from the blog must hold steady.
A do no harm test is not trying to win. It is judged against the criterion above, and is never counted toward the win rate.
What we changed
We matched each blog house ad to a collection tied to the post topic.
DIY posts linked to DIY flower kits. Wedding inspiration posts linked to wedding themes by color and style. Wedding flower posts linked to the wedding flowers collection, care posts to floral supplies, and general posts to all flowers. FAQ posts kept the consultation ad. Each ad got a new headline and button.
- DIY posts link to DIY flower kits
- Inspiration posts link to wedding themes
- Care posts link to floral supplies
- Flower posts link to wedding flowers
- FAQ posts keep the consultation ad
The result
Conversion rose 9.4% and revenue per visitor 10.3% over 50 days.
Blog traffic has lower buying intent, so we planned a long run from the start. Over 50 days, conversion rose 9.4% and revenue per visitor 10.3%. The lift did not reach our confidence bar, but the variation led the control from launch.
Consultation sign-ups held steady, so the change met the do no harm goal and we implemented it.
What we took from it
An ad that matched the post gave readers a next step to shop.
On this blog, most readers were not ready for a consultation. A link to the products the post was about gave them a smaller, more natural step. Keeping the consultation ad on FAQ posts, where readers had questions, protected sign-ups while the other posts sent readers to shop.