# Custom landing pages for a lab equipment lessor: +20% conversion rate

- Outcome: Won
- Page type: Landing page (Lead-gen)
- 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/Excedr%20-%20Case%20Study.pdf
- Page: https://liftarchive.com/test/klientboost-excedr-ppc-landing-pages/

Excedr'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.

## Result

**+20% conversion rate**

- 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)

- 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.

## How to run this test

- 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
- Guardrail: Cost per quote request
- Guardrail: Quote-to-lease rate
- Guardrail: 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.

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