Ten page tests for October, seven on Bonjour Kids and three on the adult blend, weighted the way the account is spending.
All spend and cost-per-purchase figures are in euros. Goals: €50 per purchase for kids, €60 for adult.
Women 25 to 54 take 68% of spend and convert cheapest. She responds to a comparison she can check: what is in the tin against the incumbent, what a vitamin costs against a cup. Ads that argue value convert at €42 to €46; ads that tease convert at €60 to €70.
UK adult spend runs mostly through founder-led myth videos and converts at €70 to €96 whichever page it lands on. Across the account, the adult argument gaining budget is cravings and sugar; liver and fibre, which the UK adult pages were built on, are being scaled back. The adult page tests are sized to that traffic.
| Page | Spend 7d (€) | Purchases | Cost / purchase (€) | Goal (€) | Gap | Click to cart | Read |
|---|---|---|---|---|---|---|---|
| Brand kids product page (control) | 32,878 | 624 | 52.7 | 50 | +5% | 15.1% | The benchmark. |
| P4 · 5 breakfast staples (kids listicle) | 23,673 | 430 | 55.1 | 50 | +10% | 13.6% | On goal. Iterate (test 1). |
| P3 · Tired and grumpy by mid-morning (kids advertorial) | 16,338 | 301 | 54.3 | 50 | +9% | 14.9% | Recovered from €60. Iterate (test 2). |
| Brand adult offer page (control) | 9,105 | 122 | 74.6 | 60 | +24% | 13.0% | No UK adult destination is on goal. |
| Brand kids listicle (pre-LandersRX) | 5,913 | 66 | 89.6 | 50 | +79% | 14.2% | Losing budget, off goal. |
| P5 · 3 liver myths (adult listicle) | 5,369 | 56 | 95.9 | 60 | +60% | 8.7% | Liver creative is being cut. Retire or repoint. |
| P8 · 5 ways to fix a low-fibre morning (adult listicle) | 5,126 | 73 | 70.2 | 60 | +17% | 9.2% | Best adult page. Iterate (test 8). |
| P7 · 5 morning rituals (adult listicle) | 3,557 | 37 | 96.1 | 60 | +60% | 9.1% | Same ads as P8, worse result: it repeats the ad, P8 continues it. Hold. |
| P6 · The 3pm craving (adult advertorial) | 0 | 0 | none | 60 | none | none | Published. No UK ad has been pointed at it. |
Same-creative comparison, 8 to 21 September: the ads on the two kids pages overlap the product page almost entirely and the pages run level with it. The movement is by creative. Comparison and reveal ads convert better on the LandersRX page (the vitamins comparison €41 against €57 on the product page; the syrup teardown €63 against €182). Ads that already carry the offer convert worse on a listicle than on the product page (the no-voice prep clip €83 against €32; the Cadbury animation 30% worse). That split drives tests 1, 3, 4 and 5.
How it is performingThe most-scaled LandersRX page: €55 per purchase on €23.7K last week, level with the product page (€53). Spend has been pulled back over the last three days and results have dipped with it. The top ads on the page argue vitamins from food and sugar, not breakfast. The page does make the nutrition-gap argument, but it opens on Cadbury drinking chocolate, and UK children don't drink hot chocolate at breakfast the way French children do.
What visitors doAbout 17% of visitors click "Skip to the solution". It lands on the product section, which names the offer on a button but not what is in it; the offer details sit in the last block, after the FAQ. The FAQ holds the most time on the page, with every question read about equally. The comparison chart, Bonjour against Cadbury powder, holds the next most.
The reasonThe vitamins argument gets its own page in test 4, so this page keeps breakfast as its frame and fixes the example instead of the angle. The headline holds so cell 2 reads as one change. Cell 3 tests whether the chart visitors already stop on does more work at the top. Three cells is what the page's traffic carries at current spend.
How it is performingRecovered from €60 to €54 per purchase on €16.3K last week. Click to cart matches the product page; cart to checkout trails it (18.9% against 20.8%). It gets mostly the same top ads as test 1, and they are about vitamins. The story turns on the Cadbury label, even though it says itself that Sam's hot chocolate is an after-tea drink, never breakfast.
What visitors doMost clicks are on the offer buttons, and this is a long story, so the offer should be reachable from anywhere on it. The FAQ is widely read, as on test 1.
The reasonThe page argues from a product UK children don't have at breakfast. Cell 2 swaps the example and keeps the story. Cell 3 runs the same chart-first test as test 1, so Bonjour gets a read on it across both a listicle and an advertorial.
The pageFive reasons, one offer block, no hero photo, no on-page purchase, half the length of P4. The reasons carry the sugar and vitamins argument: vitamins are hard to get from what children will actually eat, sugar is easy to get, and Bonjour Kids adds eight vitamins and minerals with no added sugar in the powder. P4 already argues against the typical breakfast; this page argues for adding one thing to it. The "thousands" figure is checked against Bonjour's UK customer count before launch.
The evidenceSugar and vitamins are what the top UK kids ads argue. Ads that already carry the offer convert worse on the fuller P4 than on the product page (€83 against €32 for the no-voice prep clip). Those ads want a short page that confirms the argument and hands over.
The reasonA clean format test against P4: same buyer, the argument the top ads make, half the length. Hot chocolate is no longer the frame, since UK children don't drink it at breakfast.
The pageThe ways to get a child's daily vitamins, side by side: the food they would have to eat, with the calories and sugar that come with it; a stack of pills; a liquid vitamin with sugar in the spoon; or one cup of Bonjour Kids. The top ads make the food-or-pills-or-one-cup argument; the other strong kids ad makes the liquid-vitamin one. This page carries both.
The evidenceThe all-in-one comparison angle grew 228% in a month to €173K at €51 per purchase, the second-biggest creative in the account. In the UK three cuts spent €31K at €41 to €46, the cheapest traffic in the market, and land on P4 and the product page. No page anywhere makes this argument. Bonjour named it a top pillar on 14 September.
The reasonThe largest unbuilt page in the account. The syrup teardown ad converts at €63 to €138, above goal, but costs a third as much per purchase on a LandersRX page as on the product page (€63 against €182), so it gets a destination here too. Food amounts are calculated from Bonjour's label per serving against published nutrient values before they go on the page. Named-brand comparisons stay inside UK and EU claim limits.
The pageP4's argument in a sales-page shape: the comparison up top, the five staples compressed into one proof band, a full buy box with the ladder, the gifts and the guarantee, then reviews and FAQ. Purchase happens on the page, not after a hop.
The evidenceP4 trails the product page at exactly the two steps a buy box owns, click to cart and cart to checkout. Ads that already carry the offer convert worse on the listicle than on the product page (€83 against €32 for the no-voice prep clip). No round-one page is a sales page.
The reasonPage-type diversification on the best lane, aimed at the checkout gap. Same ad sets as P4 so the format is the only variable.
The pageA proof wall, not a reasons page: blind taste tests, children's reactions, parents' reviews on taste in their own words, the Trustpilot count, stacked, with the nutrition argument between the proof blocks. The parent's real risk is refusal at the table; the page shows it not happening.
The evidenceParents reached by taste-led creative convert at €48 per purchase, the best parent cell after the comparison. The blind taste-test videos are top-15 creatives in the account; the UK "what's inside" tasting ad spent €12.4K at €50. No page leads on taste, and the reviews have the lines ready ("even the fussiest kids ask for more").
The reasonConcept 2 from the August roadmap, now with a cell behind it, and a new page type for the account. Bonjour holds all the footage it needs.
The pageOne item per thing in the tin and what it is for, with the antioxidant comparison from the ad (the pack beside green tea, walnuts, spinach, blueberries) as the centrepiece and the incumbent's label beside it. Made in France and the independent lab report close it.
The evidenceThe illustrated antioxidants static ("Almost as many antioxidants as:") is the biggest creative in the UK: €18.9K in 30 days at €46 per purchase, all five ads live, landing on P3, a breakfast story that never mentions antioxidants. Illustrated statics grew 314% account-wide in the month.
The reasonThe UK's best-funded ad has no page that continues it. The antioxidant equivalence claims are substantiated against the lab report before they go on the page.
How it is performingThe best adult page: €70 per purchase last week, 17% over goal, beating the adult offer page (€75) and up from €85. Its leak is one step: click to cart is 9.2% against 13.3% on the offer page; cart to checkout matches. Three quarters of its spend is one ad, the morning-myths video, at €64 here against €90 on the offer page.
Where the page picks upThe morning-myths video spends its first half debunking lemon water, iced water and detox juice, then turns to fibre. Its second half puts a stack of capsules against one cup, at a daily cost. P7 repeats the first half almost line for line and costs €96 per purchase on the same ads. This page picks up where the ad leaves off, at fixing the fibre gap, and costs €70. The ad's second half is where this page is thinnest: capsules against one cup appears only as "Couldn't I just take capsules instead?", below the product sections, and the daily cost comparison is not on the page.
The reasonIt is the adult page that continues its ad instead of repeating it, so it is the one to build on. Close enough to goal that one structural change can close it, and the challenger adds the half of the ad the page is missing. Traffic is thin (about two thousand page views a week), so both changes run as one challenger against control.
The pageSame lean shape as page test 3, for the adult blend: eleven actives against a shelf of jars, the 2,700mg and who checked it, six flavours, what UK drinkers say, the guarantee.
The evidence"One cup instead of the supplement shelf" is the argument the account's biggest creative makes (€70K in France), and the all-in-one angle is the one adult argument converting under €60 for supplement users. The UK has no page on it.
The reasonThe only adult page in the set on an argument the account still funds. It needs a UK adult ad set pointed at it deliberately; the morning-myths video makes the same argument and is the natural one.
The pageThe adult version of page test 6, reviews-led: the verified Trustpilot count up top, reviews grouped by what changed (mornings, the 3pm slump, digestion), the founder's note, the lab report, the offer.
The evidence4.8 from 32,189 reviews is higher than any number Bonjour puts on its own pages and appears on none of the adult pages above the fold. Every UK adult destination converts at €70 to €96 on ads that argue mechanism; none leads with other people's results.
The reasonPage-type diversification on the adult side, where every page so far is a reasons page or a story. Thinner evidence than the kids proof wall; read it as the adult format test.
