Custom PPC landing pages plus new Facebook ads: +645% conversion rate
Test run byKlientBoostCRO agency
Commentary byLiftArchiveOur analysis, not theirsCustom landing pages for paid traffic, launched alongside new Facebook ads and audiences, came with a reported 645% rise in conversion rate for Digital Freelancer.
KlientBoost ran this engagement for the online freelancer community and training business and published it as a PDF case study.
Pages, ads and targeting changed together in a before/after comparison, so the page's own share of the lift is unknown.
- Conversion rate: +645%, reported for the whole engagement.
- Lead volume: +789%, with the source noting a starting point of zero on one measure, which makes percentage gains hard to read.
- Direct sign-ups: reported as 10x, from a base of none before.
- Cost per acquisition: down 36%. Results were reported within about two months.
Control
Digital Freelancer ran limited PPC in-house. The source says it drew low lead volume and no direct sign-ups.
Variant
KlientBoost built custom landing pages for paid traffic. It also made new Facebook banner ads, ran a new audience analysis and used its own Facebook campaign setup.
Why it likely won
Our reading of the result, not the practitioner's claim.
- The starting point was a small in-house setup with no dedicated pages, so the baseline was low.
- Pages built for one paid audience can match the ad's promise more closely than a general site page.
- New audiences and new ad creative likely changed who arrived, not just what they saw.
Caveats: Agency-reported before/after result for a whole paid-media engagement, not a split test. Ads, keywords, targeting and landing pages all changed together, and no sample size, test duration or significance was shared. Gains from a near-zero baseline look much larger in percentage terms.
Who ran it
KlientBoost ran this test for online community and training for freelancers 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 social traffic to a landing page built for that ad's audience and offer, then conversion rate will rise because the page repeats the ad's promise and asks for one action.
- Primary metric
- Conversion rate from paid social clicks
- Guardrails
- Cost per acquisition
- Lead-to-paid-member rate
- Who should test it
- Membership, community and course businesses buying social ads. It is less likely to help if your ads already land on a page built for that offer.
Questions
Why do percentage lifts look huge in agency case studies?
Many start from a weak or near-zero baseline.
Going from very few conversions to some conversions gives a large percentage that may not repeat on a mature account.
Can I credit a PPC lift to the landing page alone?
Not when the ads, keywords and targeting changed at the same time.
To isolate the page, send the same paid traffic to the old and new page in a split test.
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