Top-of-funnel landing pages for a healthcare lender: +70% conv. rate
Test run byKlientBoostCRO agency
Commentary byLiftArchiveOur analysis, not theirsBankers Healthcare Group's conversion rate rose 70% and conversions rose 83% after KlientBoost optimized its top-of-funnel landing pages and expanded its paid search.
KlientBoost ran the work for the financing provider for healthcare professionals and published it as a PDF case study.
Single keyword ad groups, in-market audiences and broad match keywords were added at the same time, and ad spend rose 90%, so the pages share credit with the account changes.
- Conversion rate: up 70% across the engagement.
- Conversions: up 83%, though ad spend rose 90%, so cost per conversion likely did not fall.
- Impressions: up 47%, an ad-side metric.
- No sample size, duration or significance was shared.
The change
A page built for early-stage visitors replaces the earlier destination.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Paid search traffic went to the company's earlier pages under the previous account setup.
Variant
KlientBoost optimized landing pages for top-of-funnel visitors who are earlier in their search. The account also added single keyword ad groups, in-market audiences and broad match keywords.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Top-of-funnel visitors are still exploring, so a page that educates and offers a low-commitment step suits them better than a hard sell.
- Healthcare professionals are busy, and a focused page can make the financing offer clear in seconds.
- In-market audiences likely added people actively shopping for financing, raising the share who convert.
- Broad match keywords and higher spend grew reach, which drove much of the volume gain.
Caveats: This is an agency-reported before-and-after result from a full paid-search engagement, not a split test. Ads, keywords, targeting and landing pages all changed together, no sample size or significance was shared, and the date is not stated. Ad spend rose about 90% over the same period, so more conversions do not mean cheaper ones.
Who ran it
KlientBoost ran this test for financing provider for healthcare professionals 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 give early-stage visitors a landing page that explains the financing options and offers a low-commitment first step, then more will submit an inquiry because the ask fits where they are in their decision.
- Primary metric
- Inquiry submissions per paid visitor
- Guardrails
- Cost per lead
- Inquiry-to-funded loan rate
- Bounce rate
- Who should test it
- Specialty lenders and B2B financial firms that buy broad or awareness-stage search traffic. If your paid traffic is mostly branded or high-intent, a top-of-funnel page may slow down ready buyers.
Questions
What is a top-of-funnel landing page?
It is a page for visitors who are early in their research.
It explains the problem and options, then offers a small next step such as a short inquiry or guide.
Why did conversions grow when spend grew even faster?
Ad spend rose 90% while conversions rose 83%, so much of the volume came from buying more traffic.
Conversion rate improved, but cost per conversion likely did not.
Should lenders use broad match keywords?
Broad match can find new searchers but also brings poor-fit clicks.
Pair it with strong negatives, audience signals and a page that qualifies visitors.
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