Let’s be clear: Our standard LP format built Obvi to 8-figures. We’re not here to trash it. It’s still our baseline, our control group, and it still prints.

But in 2025, we started noticing patterns:

• Consumer confidence is down.

• Money’s tighter.

• Impulse buys are shrinking.

Even with headline testing, button tweaks, image swaps, and CRO best practices, performance plateaued.

We hit the wall that a lot of you are probably seeing, too.

So instead of trying to squeeze another 2% out of button color testing, we did something bigger.

Start with deep research

Because we’d tried advertorials before, we knew we couldn’t just throw something together. We’d have to be really purposeful if this was going to move the needle. 

First, we gathered data: 

• Reviewed hundreds of Obvi comments, reviews, and emails

• Identified pain points, language patterns, and success themes

• Clarified a core persona: Midwestern woman, 30s+, balancing family, career, and weight-loss goals

• Reviewed clinical studies behind the active ingredients in our burn bundle

Next, we reframed the buying journey.

Instead of sending traffic to a page that says “Buy now” right away, we built a Narrative Offer Page that mirrors the customer’s emotional journey:

1-Struggle

2-Discovery

3-Education

4-Solution

And then we added clinical studies for credibility, grounding the narrative in science (not just testimonials).

The format isn’t about tricking the customer. It’s about meeting them where they are mentally and emotionally.

Finally, we brought on a creative partner who specializes in executing advertorials. They helped with everything from wireframing and content writing to research.