# Instapage PPC landing pages at Broadly: +54% conversion rate

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

Broadly'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.

## Result

**+54% conversion rate**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Customer acquisition cost
- Guardrail: 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.

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Credit: KlientBoost ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/klientboost-broadly-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.