Custom, regularly tested landing pages: +174% conversion rate
Test run byKlientBoostCRO agency
Commentary byLiftArchiveOur analysis, not theirsReplacing untested paid landing pages with custom, regularly tested ones came with a 174% higher conversion rate for Attendify within one month.
KlientBoost ran the work for the event app builder and published it as a case study PDF.
New search, remarketing, social and retargeting campaigns launched at the same time, so the page change is only part of the story.
- Conversion rate: +174% within one month.
- Conversions: +119%.
- Cost per conversion: -69%.
- Click-through rate: +28%, a sign the ads also improved, which affects who reaches the page.
Control
Attendify's paid accounts and landing pages were not being tested on any regular schedule.
Variant
KlientBoost built custom landing pages and tested them regularly, alongside new Google Ads search and remarketing, social ads and AdRoll retargeting.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Going from no testing to regular testing often finds large early wins.
- Retargeting brings back warm visitors, who convert at higher rates than new ones.
- One month is short, so some of the gain may be early noise or seasonal timing.
Caveats: KlientBoost reported these numbers itself in a one-page case study PDF. They compare performance before and after a whole paid-media engagement, not a controlled split test, and ad, keyword, targeting and landing page changes all shipped together. The window was about one month, and no sample size or significance was shared.
Who ran it
KlientBoost ran this test for event app builder 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 untested paid landing pages with custom pages and test them on a schedule, then conversion rate will rise because each page is shaped to its ad and improved over time.
- Primary metric
- Sign-up conversion rate from paid clicks
- Guardrails
- Cost per conversion
- Trial-to-paid rate
- Share of conversions from retargeting
- Who should test it
- SaaS teams that send paid clicks to pages nobody has tested. If you already test regularly, the jump from starting will not repeat.
Questions
Should paid traffic go to a dedicated landing page instead of the homepage?
Usually it is worth testing. A dedicated page can match the ad's promise and remove distractions, but run it as a split test so you know the page, not the ad changes, made the difference.
How do I know whether the landing page or the ads caused a lift?
Change one side at a time, or split the same ad traffic between the old and new page.
If ads, keywords and pages all change in the same month, you cannot separate their effects.
How long should I run a landing page test?
At least one to two full weeks, and until you reach your planned sample size.
One month of before-and-after data is not the same as a controlled test.
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