# Shorter lead page with benefits up top: step-1 37.26% to 40.40%

- Outcome: Won
- Page type: Landing page (Lead-gen)
- Elements: Page length, Benefits
- Test run by: [KlientBoost](https://liftarchive.com/practitioners/klientboost/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://klientboost.com/landing-pages/successful-landing-pages/
- Page: https://liftarchive.com/test/klientboost-anon-shorter-landing-page/

Cutting 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.

## Result

**step-1 37.26% to 40.40%**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Step-1 start rate
- Guardrail: Lead quality
- Guardrail: 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.

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Credit: KlientBoost ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/klientboost-anon-shorter-landing-page/).
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.