# Landing page optimization for a business loan site: +31% conv. 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/Fast%20Capital%20360%20-%20Case%20Study.pdf
- Page: https://liftarchive.com/test/klientboost-fast-capital-360-ppc-landing-pages/

Fast Capital 360's conversion rate rose 31% and cost per acquisition fell 28% after KlientBoost redesigned and optimized its landing pages and simplified its paid campaigns. KlientBoost ran the work for the small business loan marketplace and published it as a PDF case study. The biggest change the case study describes is a switch from location-based to category-based campaigns, so the pages cannot claim the whole gain.

## Result

**+31% conv. rate**

- Conversion rate: up 31% across the engagement.
- Conversion volume: up 32%.
- Cost per acquisition: down 28%.
- Click-through rate on ads: up 17%, an ad-side change. No sample size, duration or significance was shared.

## Control

The account used a complex set of location-specific campaigns that struggled to bring in leads, sending traffic to the earlier pages.

## Variant

KlientBoost reworked the landing page design and kept optimizing it. The account was also simplified into category-based campaigns with automated bidding and ad copy A/B tests.

## Why it likely won (our reading)

- Small business owners seeking a loan want to know quickly if they qualify, so a cleaner page with a clear first step helps.
- Category-based campaigns let the ad and page speak to the loan type, such as equipment or working capital, rather than a city.
- Automated bidding may have shifted spend toward searchers more likely to apply.
- Higher ad click-through suggests better ad relevance, which often brings better-matched visitors to the page.

## Caveats

This is an agency-reported before-and-after result from a full paid-search engagement, not a split test. Ads, keywords, targeting and landing pages all changed together, no sample size or significance was shared, and the date is not stated.

## How to run this test

- Hypothesis: If we match the landing page to the loan type in the ad and lead with a short eligibility step, then more business owners will start an application because they can see it fits their need.
- Primary metric: Application starts per paid visitor
- Guardrail: Cost per lead
- Guardrail: Funded loan rate per application
- Guardrail: Application completion rate
- Who should test it: Lending and financing marketplaces running paid search across several product types. If you offer a single loan product, a design refresh matters more than category matching.

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Credit: KlientBoost ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/klientboost-fast-capital-360-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.