New free-trial landing page at AdEspresso: 15% lower cost per trial
Test run byKlientBoostCRO agency
Commentary byLiftArchiveOur analysis, not theirsAdEspresso's new free-trial landing page ran at a 15% lower cost per conversion than its legacy page.
KlientBoost ran the work for AdEspresso, a Facebook ads management tool, and published it as a PDF case study.
The page launched during a wider rebuild of search, display, remarketing and YouTube campaigns, so other changes may have helped.
- Cost per free-trial conversion: 15% lower on the new page than on the legacy page, as reported by the agency.
- Free-trial leads: up 104% in the first month of the engagement, a figure that covers all campaign changes.
- Paid subscriptions: up 69% after the first month, again for the whole engagement.
The change
Illustrative only: legacy trial page versus a new conversion-focused design.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Paid traffic went to AdEspresso's legacy free-trial page.
Variant
KlientBoost introduced a new page built around conversion-focused design. It ran alongside single-keyword ad groups, larger remarketing audiences and geographic targeting.
Why it likely won
Our reading of the result, not the practitioner's claim.
- A focused trial page with fewer distractions can turn more paid clicks into sign-ups.
- Tighter keyword groups probably sent visitors whose search matched the page better.
- Lower cost per trial can come from a better page, cheaper clicks or both, and the source doesn't split them.
Caveats: KlientBoost reported this as a before-and-after result of a whole paid-media engagement, not a split test of the page. No sample size, test length, date or significance was shared, and it is unclear whether old and new pages ran at the same time.
Who ran it
KlientBoost ran this test for Facebook ads management software and published the results (KlientBoost case study (PDF)). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on KlientBoost →
How to run this test on your site
- Hypothesis
- If we replace our legacy free-trial page with a focused page built for paid traffic, then cost per trial will fall because more clicks turn into sign-ups.
- Primary metric
- Cost per free-trial sign-up
- Guardrails
- Trial-to-paid conversion rate
- Activation rate in the first week
- Who should test it
- SaaS teams buying search or social traffic to a trial page that was never built for ads. It matters less if your trial page already converts well and most cost comes from clicks. Split traffic between old and new pages with ads unchanged.
Questions
What should I measure when I test a free-trial landing page?
Track cost per trial and trial-to-paid rate together.
A page can win on sign-ups and still bring in weaker trials.
Should a trial landing page keep the site navigation?
Many paid-traffic pages remove it to keep focus on the sign-up.
Test it, since some buyers want to browse before starting a trial.
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