Multi-step PPC landing pages for Base CRM: +66% conversion
Test run byKlientBoostCRO agency
Commentary byLiftArchiveOur analysis, not theirsMulti-step landing pages and frequent form field tests lifted Base CRM's landing page conversion rate by 66%.
KlientBoost ran the work and published it as a case study.
Ad, keyword and competitor targeting changes shipped at the same time, so the result can't be credited to the pages alone.
- Landing page conversion rate: up 66%.
- Cost per conversion fell 57% and conversion volume rose 50%, results of the whole engagement rather than the pages alone.
- The client says leads were better qualified for sales, but no lead quality figures were shared.
Control
Base CRM's previous paid campaigns and landing pages before the engagement focused on marketing qualified leads.
Variant
Multi-step landing pages with frequent A/B tests on form fields, launched alongside single keyword ad groups and more competitor targeting.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Multi-step forms show a few fields at a time, so the first screen looks easier to start.
- Testing which fields to ask for helps balance lead volume against qualification.
- Better targeting likely sent more relevant visitors, which lifts conversion rate on any page.
Caveats: This is an agency-reported before-and-after of a whole paid media engagement. Ads, keywords, targeting and pages changed together, and no sample size, duration or significance was shared.
Who ran it
KlientBoost ran this test for sales CRM 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 split our paid landing page form into short steps and test which fields we ask for, then more visitors will submit it because each step feels easy.
- Primary metric
- Landing page form submissions per paid visitor
- Guardrails
- Marketing qualified lead rate
- Cost per qualified lead
- Who should test it
- B2B SaaS teams buying search traffic who need several qualifying fields, such as team size or role. If you only ask for an email, a multi-step form adds little.
Questions
Do multi-step forms work on B2B landing pages?
They often help when you need several qualifying questions.
Start with an easy question and leave contact details for last.
How do I test form fields without hurting lead quality?
Track qualified leads, not just submissions. Removing a field can raise volume while making it harder for sales to prioritise.
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