# Multi-step PPC landing pages for Base CRM: +66% conversion

- Outcome: Won
- Page type: Landing page (SaaS)
- Elements: Multi step form, Form fields
- Test run by: [KlientBoost](https://liftarchive.com/practitioners/klientboost/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wp.klientboost.com/case-studies/Base%20-%20Case%20Study.pdf
- Page: https://liftarchive.com/test/klientboost-base-crm-ppc-landing-pages/

Multi-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.

## Result

**+66% conversion**

- 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)

- 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.

## How to run this test

- 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
- Guardrail: Marketing qualified lead rate
- Guardrail: 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.

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Credit: KlientBoost ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/klientboost-base-crm-ppc-landing-pages/).
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.