Shorter lead page with benefits up top: step-1 37.26% to 40.40%
Test run byKlientBoostCRO agency
Commentary byLiftArchiveOur analysis, not theirsCutting a lead-gen landing page down and putting benefits and features above the fold raised step-1 conversion from 37.26% to 40.40%.
KlientBoost ran this test for a client with a multi-step form and shared it on the KlientBoost blog.
That is about an 8% relative lift, and the test was still running when reported.
- Step-1 conversion rate: 40.40% vs 37.26%, about an 8% relative lift.
- This is the first form step only. Completed leads were not reported.
- The test was described as still running, so the final numbers may differ.
- No sample size or significance figures were shared.
The change
Long supporting text is cut and benefits move above the fold; exact layout is approximate.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
A longer landing page with lots of supporting information leading into a multi-step form.
Variant
A shorter page that put benefits and features above the fold and removed long content that added little.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Less reading means visitors reach the form faster, with fewer chances to drop off.
- Benefits at the top answer the visitor's main question before they lose interest.
- Removing low-value text cuts the effort needed to understand the offer.
Caveats: Reported while the test was still running, and only step-1 conversion was measured. The client was not named and no sample size or significance was shared. Published on the KlientBoost blog around late 2017, so the data is older.
Who ran it
KlientBoost ran this test for a KlientBoost lead-gen client with a multi-step form and published the results (KlientBoost blog). 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 shorten our landing page and lead with benefits above the fold, then more visitors will start the form because they get the key points without reading long blocks of text.
- Primary metric
- Form completion rate (full lead), not just step 1
- Guardrails
- Step-1 start rate
- Lead quality
- Sales close rate on leads
- Who should test it
- Lead-gen pages with long copy and simple, familiar offers. For complex or high-priced services, visitors may need the detail, and a shorter page could cut lead quality.
Questions
Are short landing pages better than long ones?
It depends on the offer. Simple offers often do better with short pages, while complex or costly ones may need more detail. Test both.
Why measure full leads and not just step 1?
A page can get more people to start a form without getting more of them to finish.
Full leads tell you whether the change really paid off.
What should go above the fold on a lead page?
A clear headline, the main benefits and a way to start the form.
Visitors should know what they get and what to do next without scrolling.
Similar tests
Seer Interactive
Apexure