# New free-trial landing page at AdEspresso: 15% lower cost per trial

- Outcome: Won
- Page type: Landing page (SaaS)
- Elements: Landing page design
- Test run by: [KlientBoost](https://liftarchive.com/practitioners/klientboost/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wp.klientboost.com/case-studies/AdEspresso%20-%20Case%20Study.pdf
- Page: https://liftarchive.com/test/klientboost-adespresso-ppc-landing-pages/

AdEspresso'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.

## Result

**15% lower cost per trial**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Trial-to-paid conversion rate
- Guardrail: 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.

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Credit: KlientBoost ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/klientboost-adespresso-ppc-landing-pages/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.