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Listicle funnel examples from real DTC brands

An ad sends shoppers to a numbered list of reasons to buy, each one answering an objection. Here are four brands running one now, from the ad's words to the offer.

10,000 or more active Meta ads link to listicles. Brands below are ordered by the ads linked to each page.

  1. Catalyst Pet

    Cat litter

    1. 1 · The ad

      “Stop overpaying for clay.”

      Video adButton: Shop now

      It opens on the cost of clay litter, the reason most cat owners would switch.

      See the ad in the Meta Ad Library

    2. 2 · The page

      Catalyst Pet's listicle on a phone: a review count, “The highest performing natural cat litter on the planet”, a Shop now button and the CAT30 code

      5 Reasons to Switch to Catalyst Pet: over 120 Meta ads linked here.

      A review count, award badges and the discount code all fit on the first phone screen.

    3. 3 · The offer

      30% off the first subscription order

      The discount applies to a subscription, so a trial bag becomes a repeat order.

  2. Coravin

    Wine accessories

    1. 1 · The ad

      “Enjoy your favourite bottle, one glass at a time”

      Video adButton: Shop now

      One glass at a time is the whole benefit, shown as a pour in a few seconds.

      See the ad in the Meta Ad Library

    2. 2 · The page

      Coravin's journal page on a phone: “7 reasons why Coravin will keep your wine tasting perfect, forever” over its opening paragraph

      7 reasons why Coravin will keep your wine tasting perfect: over 50 Meta ads linked here.

      It reads as the brand's wine journal, with a byline line and a six-minute read time.

    3. 3 · The offer

      A 30-day risk-free home trial, shipped free

      A 30-day trial answers the doubt behind a system that costs several hundred dollars.

  3. WeNatal

    Prenatal vitamins

    1. 1 · The ad

      “Give your body + baby the best”

      Video adButton: Shop now

      The hook speaks to a parent's priority, the baby, before naming any nutrient.

      See the ad in the Meta Ad Library

    2. 2 · The page

      WeNatal's listicle on a phone: “The prenatal with 2x the nutrients of most brands”, a mother holding a baby, then reason one

      5 reasons women are switching to WeNatal For Her: over 30 Meta ads linked here.

      The headline makes one comparison, 2x the nutrients of most brands, then reason one backs it.

    3. 3 · The offer

      Free gifts on the first subscription order, with a 30-day guarantee

      Gifts and a money-back guarantee make a monthly subscription easier to start.

  4. VEGAMOUR

    Hair care

    1. 1 · The ad

      “The better way? VEGAMOUR's peptides and plant-based actives deliver the results you want”

      Carousel adButton: Shop now

      It opens with a question, “The better way?”, then names the ingredients that answer it.

      See the ad in the Meta Ad Library

    2. 2 · The page

      VEGAMOUR's listicle on a phone: a 20% off banner and “5 best VEGAMOUR GRO picks to start with” over pink hair-care products

      5 best VEGAMOUR GRO picks to start with: over 30 Meta ads linked here.

      A “5 best picks” list turns a large catalog into a short, ranked starting point.

    3. 3 · The offer

      20% off the first order, applied at checkout

      The discount applies by itself at checkout, so nobody leaves to find a code.

What all four have in common

  • A number in the headline

    Five or seven reasons tells readers how long the page is.

  • Products inside the reasons

    Each page sells while it explains, with the product shown in the list.

  • A reason to buy now

    Each pairs the list with a code, a trial or free gifts.

Build a listicle funnel on your store

  1. List the objections

    Collect the doubts from reviews, support tickets and ad comments.

  2. Turn each into a reason

    Write one short reason per objection, with a photo or proof.

  3. Close with the offer

    End on one offer and a guarantee that removes the last doubt.

Build a listicle

Listicle funnel questions

What is a listicle funnel?
A listicle funnel sends ad traffic to a page of numbered reasons to buy, such as '5 reasons to switch'. Each reason answers one objection, and the page ends on an offer. See more in our listicle examples.
How many reasons should a listicle have?
Five to seven is the common range. Fewer feels thin and more starts to repeat. Put the strongest reason first, since many readers decide in the first two, and keep each one to a short paragraph and an image.
Listicle or advertorial: which should I run?
Run a listicle when you have several clear selling points, and an advertorial when one story explains the product best. Many brands test both against the same ad and keep the page that converts.
Can I build a listicle on my own store?
Yes. Tell Replo the product and the objections you hear, and it builds the listicle on your own domain with your products, reviews you paste in and your Shopify cart and checkout behind the button.

Other funnel types

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