PPC landing page tests for Autopilot: +169% on one page
Test run byKlientBoostCRO agency
Commentary byLiftArchiveOur analysis, not theirsConversion-focused redesigns and routine A/B tests on Autopilot's paid-traffic landing pages lifted conversion rate by 169% on one page and 11% across the account.
KlientBoost ran the work and published it as a case study.
Ad, keyword, audience and landing page changes all shipped together, so the page's share of the gain is unknown.
- Conversion rate on one landing page: up 169%. This is the best single page, not an average.
- Account-wide conversion rate: up 11%.
- Cost per click fell 43% and cost per conversion fell 42%, driven largely by campaign changes rather than the pages.
- The agency says monthly conversion goals were beaten by 13% by the third month while staying on budget.
Control
Autopilot's paid campaigns on Google AdWords, Facebook and AdRoll, sending traffic to its existing landing pages.
Variant
Redesigned landing pages with routine A/B tests, launched alongside single keyword ad groups and new remarketing audiences.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Pages built for one ad group or keyword match what the searcher wanted more closely.
- Routine testing compounds small wins over a few months.
- Tighter targeting likely sent better-fit visitors to the pages, which also raises conversion rate.
Caveats: This is an agency-reported before-and-after of a whole paid media engagement over three months. Ads, keywords, targeting and pages changed together, and no sample size or significance was shared.
Who ran it
KlientBoost ran this test for visual marketing automation software 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 build landing pages that match each paid ad group and test them routinely, then more paid visitors will sign up because the page continues the promise of the ad.
- Primary metric
- Paid traffic conversion rate to trial or lead
- Guardrails
- Cost per conversion
- Lead quality or trial-to-paid rate
- Who should test it
- SaaS companies spending on search and social ads that send all traffic to a homepage or generic page. If your pages are already matched to each campaign, gains will be smaller.
Questions
Should SaaS paid traffic go to a dedicated landing page?
Usually yes. A page that matches the ad's message tends to convert better than a homepage built for every visitor.
Why is the single-page lift so much bigger than the account-wide one?
Agencies often report their best page. The 11% account-wide figure is a better guide to what the whole programme delivered.
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