Both formats convert ad traffic better than sending it straight to a product page. The difference is how they ask for the click. An advertorial builds one continuous argument and asks once, near the end. A listicle makes several smaller arguments and asks after each one. Pick the advertorial when your product needs explaining, and the listicle when it needs comparing.
In this article:
Advertorial
Reads like an article. A long-form editorial page that tells a story before the call to action, building belief with proof clusters, before-and-afters and testimonials.
Shape: a narrative. It opens with a problem the reader recognises, follows a story through to a solution, supports it with proof and testimonials, and then asks for the click.
Strengths: builds belief. It can carry a reader from not knowing they have a problem to wanting your specific answer to it.
Costs: it needs to be read. A reader who skims gets less out of it, and the single call to action means a reader who leaves early leaves without clicking.
Best for: products that need explaining, unfamiliar categories, before-and-after outcomes, anything where the reason it works is the reason to buy.
Listicle
Reads like a ranked list. A numbered reasons-why format with a call to action after every section, so readers can convert at any point. Scannable, lower-commitment, and it drives clicks all the way down the page.
Shape: numbered sections, each making one point, each ending with a call to action.
Strengths: survives skimming. Readers can enter and leave anywhere and still hit a call to action. Numbered formats also set expectations well: a reader who sees seven items knows what they are committing to.
Costs: it cannot build a long argument. Each point stands alone, so a product whose case depends on cumulative explanation is weakened by the format.
Best for: comparisons, products with several distinct benefits, gift and category round-ups, familiar products competing on specific reasons.
Templates within each format
Each format comes in more than one template. The format decides how the page asks for the click. The template decides the shape the argument takes. Pick the format first, then the template that fits what you know about your customer.
Advertorial templates
Template | Structure | Suits |
| Tells your product's story in an article. | A product with a clear origin or transformation story |
| Explains the problem, then introduces your product. | Customers who have the problem but have not named it |
| Shows what to check before buying, with a source for each claim. | Considered purchases where buyers want evidence |
| Explains why a specific group is switching, then how to choose. | A category people are moving into, where you can name who is switching |
| Explains a problem shoppers miss and how to check for it. | A hidden flaw in the usual alternatives that your product avoids |
Listicle templates
Template | Structure | Suits |
| A benefit-led list focused on your product. | A product with several distinct benefits |
| Answers five objections holding customers back. | A product people hesitate over, where you know the hesitations |
| Compares options side by side, with your top pick first. | A crowded category where buyers are already comparing |
Every card has a preview showing an example layout on desktop and mobile.
ℹ️ Templates that cite evidence, such as Expert explainer, Trend report and Warning article, take their sources, figures and certificates from your product and research. Where neither supplies them, those parts of the page do not appear. Upload research before building one of these.
How to choose
If | Choose |
Your product needs explaining before it makes sense | Advertorial |
Your product is familiar and competes on reasons | Listicle |
Your best asset is a customer story or transformation | Advertorial |
Your best asset is a list of distinct benefits | Listicle |
Traffic comes from long-form video or a story-led ad | Advertorial |
Traffic comes from a short scroll-stopping ad | Listicle |
Your audience reads carefully | Advertorial |
Your audience skims on a phone | Listicle |
💡 Match the page to the ad that brings people to it. Someone who clicked a story-led ad expects a story. Someone who clicked "5 reasons this replaced my old one" expects a list. A mismatch between ad and page loses more conversions than the wrong format does.
Testing both
You do not have to decide once and live with it. Building both for the same product is a legitimate test, and often faster than agonising.
Build an advertorial for your product.
Build a listicle for the same product with the same angle.
Point one ad set at each.
Compare conversion rate on the product page they both feed.
Keep the angle identical across the two. If you change the format and the message together, the result tells you nothing about either.
ℹ️ Each published landing page counts once towards your published pages allowance, so testing two formats uses two of your ten included pages for the cycle.
What is the same either way
Both formats:
are written from the same product data, project voice and customer research
route traffic to the same product page, rather than selling on the page itself
publish into your Shopify theme the same way
can be regenerated with new context if the first attempt misses
can be edited freely afterwards
The format decides the structure. The angle decides what the page argues, and that matters more than the choice between the two. See Writing an effective angle and persona.