The baseline version is an important part of how Auware helps you measure the impact of audience awareness.
It is a landing page created using all of the best practices for direct-to-consumer eCommerce marketing, but it is not tailored to a specific audience. The baseline page is written in clear, persuasive language, it loads fast, and it uses a layout proven to convert. What it does not do is speak directly to a narrow customer segment. Instead, it is meant to work well for a broad audience, the kind you might target with a general campaign.
You can think of the baseline page as your control in an experiment. In scientific testing, you always need a baseline condition so you can measure whether your changes actually improved results. Auware applies the same principle to marketing. The baseline page shows what your campaign performance would look like if you were running good but general landing pages, without the audience-specific messaging that makes Auware unique.
Using the baseline version is simple. We recommend creating at least one campaign in your ad platforms that uses broad targeting, such as Meta Advantage+ or simple demographic targeting like gender, age, and location. Instead of sending this broad traffic to your Shopify product detail page, set the destination URL to your Auware baseline landing page. This ensures that even your general campaign benefits from a page designed with best practices, rather than a generic PDP that is not optimized for conversion.
Once you have a baseline campaign running, you can launch additional campaigns that use Auware’s audience-specific landing pages. These might be targeted by interests, behaviors, or other custom audiences inside Meta, TikTok, Google, or your email platform. Each of these audiences will get their own landing page, written to match their motivations and objections.
The real value comes when you compare results. By running both the baseline campaign and audience-specific campaigns at the same time, you can see exactly how much lift Auware is providing. If the baseline converts at a certain rate and the audience-aware versions convert higher, you have hard data to show the incremental value. This is the foundation of the Auware Boost calculation, and it gives agencies measurable proof that audience-aware marketing is driving better performance.
It is important to note that the baseline landing page is not weak or an afterthought. In fact, it will often outperform the product detail page you are using today. It has been built with years of experience from performance marketers, and it follows proven structures that maximize conversions. That means the comparison is not against a poor-quality page, but against a strong, fair control. The fact that audience-specific pages still outperform the baseline shows how powerful audience awareness really is.
For agencies, the baseline version also creates a simple workflow. You do not need to reinvent the wheel for general campaigns. You can always fall back on the baseline page as a reliable, high-performing option, while layering in audience-specific variations where it makes sense.
In short, the baseline version is your general-purpose landing page that acts as a control. Use it as the destination URL for broad ad campaigns, and then compare its performance against audience-specific campaigns. This will help you prove and maximize the impact of audience awareness in your digital marketing.