Multi-step PPC landing pages and seasonal offers: +141% conversions
Test run byKlientBoostCRO agency
Commentary byLiftArchiveOur analysis, not theirsAfter moving paid traffic to multi-step landing pages with seasonal offers, ALCO Products saw conversion volume rise 141% and cost per conversion fall 33%.
KlientBoost ran the work for the Virginia, Maryland and D.C. home renovator and published it as a one-page case study PDF.
The page changes shipped as part of a full paid-media rebuild, so the lift belongs to the whole package, not the landing pages alone.
- Conversion volume: +141% over roughly a year of work, as reported by the agency.
- Cost per conversion: down 33%, so the extra leads came cheaper, not just from more spend.
- Cost per click: down 66%, which points to big gains on the ad side, not only the page.
- No split-test figures, sample sizes or confidence levels were shared for the landing pages themselves.
The change
A multi-step form and a seasonal offer replace the earlier page
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Paid traffic went to ALCO's earlier destination pages, run through its earlier PPC setup. The case study does not show what those pages looked like.
Variant
KlientBoost built multi-step landing pages using its breadcrumb technique, where the form starts with an easy question before asking for contact details. Seasonal offers ran on both the ads and the landing pages, alongside single keyword ad groups and new bidding strategies.
Why it likely won
Our reading of the result, not the practitioner's claim.
- A multi-step form asks for little at first, so more visitors start it, and people who start a form tend to finish it.
- Seasonal offers give a homeowner a reason to ask for a quote now instead of later.
- Tighter keyword groups match the ad and page to the search, which lifts both click and lead rates.
- Much of the gain likely came from cheaper clicks and better targeting, which a landing page cannot take credit for.
Caveats: This is an agency-reported before/after of a year-long paid-media engagement, not a split test of the page. Ads, keywords, bidding and landing pages all changed together, and no sample size or significance was shared.
Who ran it
KlientBoost ran this test for home renovation contractor 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 single long quote form with a multi-step form that opens with an easy project question, then more paid visitors will submit a lead because the first step feels low-effort.
- Primary metric
- Lead form submissions per paid visitor
- Guardrails
- Cost per lead
- Share of leads that book an estimate
- Form drop-off at the contact-details step
- Who should test it
- Home services and contractor businesses buying search traffic for high-ticket jobs. It is less likely to help if your form is already short or most leads come by phone.
Questions
What is the breadcrumb technique on a landing page?
It is KlientBoost's name for a multi-step form.
The first steps ask easy questions, such as the type of project, and contact details come last.
Do seasonal offers help contractor lead generation?
They can, because they give people a deadline to act.
Test them against your standing offer and watch lead quality, since discounts can attract price shoppers.
Can I credit the 141% lift to the landing page?
No. The ads, keywords and bidding changed at the same time, so the case study cannot separate the page's share.
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