Multi-step forms and new PPC landing pages: +160% B2B conversions
Test run byKlientBoostCRO agency
Commentary byLiftArchiveOur analysis, not theirsConversions rose 160% year over year after new landing pages with multi-step (breadcrumb) forms went live with rebuilt paid campaigns.
KlientBoost ran this work for COPA-DATA, an industrial automation software maker, and published it as a PDF case study.
The page changes shipped together with ad, keyword and channel changes, so the lift belongs to the whole package, not the form alone.
- Conversions: up 160% year over year, as reported by the agency.
- Costs: down 13% year over year, so the extra leads came on a smaller budget.
- Lead quality: reported as improved, but no figure was shared.
- No split-test data: there is no control group, so the landing page's share of the gain is unknown.
The change
A multi-step breadcrumb form and a reworked page replace the single lead form.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Paid traffic went to COPA-DATA's earlier landing pages and campaigns. The case study does not describe what those pages looked like.
Variant
KlientBoost optimized the landing pages and used its breadcrumb technique, a multi-step form that starts with easy questions. At the same time it restructured the ads into single keyword ad groups and tested LinkedIn, Microsoft, Quora and Reddit ads.
Why it likely won
Our reading of the result, not the practitioner's claim.
- A multi-step form asks for small commitments first, which can make a long B2B form feel lighter.
- Tighter ad groups likely sent visitors to pages that matched their search more closely.
- New channels such as LinkedIn may have reached more relevant buyers, which lifts volume regardless of the page.
Caveats: KlientBoost reported this as a before-and-after result of a full paid-media engagement, not a clean split test of one page. Ads, keywords, targeting and landing pages changed together, and no sample size, duration or significance was shared. The comparison is year over year during COVID, which may have shifted demand on its own.
Who ran it
KlientBoost ran this test for industrial automation software maker 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 replace our single long lead form with a multi-step form that opens with an easy question, then more paid visitors will finish it because the first step feels low effort.
- Primary metric
- Form submissions per landing page visitor
- Guardrails
- Lead quality (sales-qualified lead rate)
- Cost per lead
- Step-one abandonment rate
- Who should test it
- B2B software and industrial firms whose lead forms ask for many fields. It may not help if your form is already short, since there is little effort to break up.
Questions
What is a breadcrumb or multi-step form?
It splits one long form into short steps.
The first step asks something easy, and contact details come last, once the visitor has already started.
Do multi-step forms work for B2B lead generation?
They often help when the form is long, because each step feels small.
Test it against your current form and track lead quality, not just volume.
Can I credit the 160% lift to the form?
No. Campaigns, channels and pages all changed at once, and the result was a year-over-year comparison, not a split test.
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