Multi-step landing pages with chat greeters: +52% conversions
Test run byKlientBoostCRO agency
Commentary byLiftArchiveOur analysis, not theirsConversion volume rose 52% and cost per conversion fell 27% after OC Fast Twitch moved paid traffic to multi-step landing pages with targeted chat greeters.
KlientBoost ran the work for the sports performance training facility and published it as a case study PDF.
The agency says it A/B tested landing pages, but the reported numbers cover the whole paid-media program, so the page changes were bundled with ad changes.
- Conversion volume: +52%, as reported by the agency for the engagement as a whole.
- Cost per conversion: down 27%, so leads got cheaper as volume grew.
- Cost per click: down 34%, a sign that part of the gain came from the ad side.
- No sample size, test length or confidence level was shared for the landing page A/B tests.
The change
A multi-step form and a chat greeter replace the earlier form
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Paid traffic went to Fast Twitch's earlier pages and campaigns. The case study does not describe those pages.
Variant
KlientBoost launched breadcrumb-style multi-step landing pages and added targeted chat greeters that open a conversation with visitors. These ran next to sport-specific keyword research and single keyword ad groups.
Why it likely won
Our reading of the result, not the practitioner's claim.
- A short first step lowers the effort to start, which tends to raise form completion.
- A chat greeter catches visitors who have a question but would not fill in a form.
- Sport-specific keywords bring parents and athletes who already want training, so the page has an easier job.
Caveats: Agency-reported before/after of a paid-media engagement: keywords, ad groups, chat and landing pages all changed together, so the page's share of the lift is unknown. No duration, sample size or significance was shared.
Who ran it
KlientBoost ran this test for sports performance training facility 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 add a multi-step form and a targeted chat greeter to our paid landing page, then more visitors will become leads because they can start with an easy step or ask a question first.
- Primary metric
- Leads (form plus chat) per paid visitor
- Guardrails
- Cost per lead
- Lead-to-booked-session rate
- Chat response time
- Who should test it
- Local training, fitness and coaching businesses buying search ads. Skip the chat part if nobody can answer chats quickly during the hours your ads run.
Questions
Do chat greeters increase landing page leads?
They can add leads from visitors who want to ask something first.
Results depend on how fast and how well someone replies.
Are multi-step forms better than single-step forms?
Often, for lead gen with several qualifying questions, because the first step feels easy.
Test it, since a very short form may not benefit.
How much of the 52% came from the landing pages?
The case study does not say. Keywords and ad groups changed at the same time.
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