Custom landing pages for a lab equipment lessor: +20% conversion rate
Test run byKlientBoostCRO agency
Commentary byLiftArchiveOur analysis, not theirsExcedr's conversion rate rose 20% in three months after custom landing pages launched alongside restructured Google Ads campaigns and SEO work.
KlientBoost ran the work for the lab equipment leasing company and published it as a PDF case study.
Pages, ads, keywords and content all changed together, so this is a bundled before/after result.
- Conversion rate: +20% over three months, covering every change together.
- Conversions: +57%.
- Cost per acquisition: down 12%.
- Impression share: +49%, so part of the conversion growth is extra reach.
Control
Excedr's earlier site and paid campaigns, which the team felt were lagging on leads.
Variant
KlientBoost built custom landing pages. These launched with Google Ads A/B testing, keyword and campaign restructures, and an ongoing content strategy.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Scientists searching for a specific instrument want a page about that need, not a general leasing pitch.
- Campaign restructures sent more relevant searches to the site, which the case study credits for the gain.
- SEO and content work also changed during the same window, so organic traffic may play a part.
Caveats: Agency-reported before/after over three months, mixing landing pages, paid search and SEO. No sample size or significance was shared.
Who ran it
KlientBoost ran this test for lab equipment leasing 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 each equipment-type campaign to a landing page about that instrument and its lease terms, then more researchers will request a quote because the page fits their exact need.
- Primary metric
- Quote requests per paid visitor
- Guardrails
- Cost per quote request
- Quote-to-lease rate
- Bounce rate
- Who should test it
- B2B equipment, leasing and finance firms with distinct product lines. It matters less if you only sell one offer to one audience.
Questions
Should B2B companies build landing pages per product line?
Often yes, when searchers look for specific products.
A page that names their product and use case answers the first question faster.
How do I separate landing page gains from SEO or ad gains?
Run a split test that sends the same paid traffic to the old and new page at the same time.
Changes made in parallel elsewhere then affect both sides equally.
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