Instapage PPC landing pages at Broadly: +54% conversion rate
Test run byKlientBoostCRO agency
Commentary byLiftArchiveOur analysis, not theirsBroadly's conversion rate rose 54% after KlientBoost launched Instapage landing pages for its paid traffic.
KlientBoost ran the work for Broadly, which sells reputation and customer messaging software to local businesses, and published it as a PDF case study.
Broadly had never run paid ads before, so the pages, ads and channels were all new at once.
- Conversion rate: up 54%, as reported by the agency.
- Conversion volume: up 128%.
- Customer acquisition cost: down 64%, which the source compares with Broadly's other channels.
- With no earlier paid program, it is unclear what the 54% is measured against.
The change
Illustrative only: a full site page versus a dedicated landing page.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Before the engagement, Broadly had never used paid search or paid social.
Variant
KlientBoost built landing pages in Instapage and launched single-keyword ad groups and Facebook lead ads. It also added Yahoo Gemini, Facebook and Bing.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Dedicated pages for paid traffic remove the distractions of a full website.
- Tight keyword groups let each page match the search behind the click.
- Facebook lead ads let people sign up without leaving the platform, which adds volume.
Caveats: KlientBoost reported this as a before-and-after result of a whole paid-media engagement, not a split test of the page. Broadly had no paid program before, so the baseline is unclear, and no sample size, time frame or significance was shared.
Who ran it
KlientBoost ran this test for reputation and customer messaging software for local businesses 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 send paid clicks to a dedicated landing page instead of our website, then conversion rate will rise because visitors see one offer and one action.
- Primary metric
- Paid-traffic demo or lead conversion rate
- Guardrails
- Customer acquisition cost
- Lead-to-customer rate
- Who should test it
- Software sellers to local businesses starting paid ads for the first time. Less useful if you already run dedicated pages. Compare against your current site page in a split test to see the page's own effect.
Questions
Do I need a landing page builder for PPC?
No, but tools like Instapage make it faster to build and test many pages. The page matters more than the tool.
Should paid ads go to a landing page or the website?
A dedicated page usually keeps visitors on one action.
Test it, since some buyers want to explore the full site first.
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