Low-friction PPC pages at Inspired eLearning: +274% conversion rate
Test run byKlientBoostCRO agency
Commentary byLiftArchiveOur analysis, not theirsInspired eLearning's paid conversion rate rose 274% after it moved to custom landing pages built to reduce friction.
KlientBoost ran the work for Inspired eLearning, a security awareness training software company, and published it as a PDF case study.
The pages launched with Bing, Capterra and new ad group work, so the page's own share is unknown.
- Conversion rate: up 274%, as reported by the agency.
- Conversion volume: up 267%.
- Cost per acquisition: down 60%.
- Click-through rate: up 77%, which shows the ads changed a lot as well.
The change
Illustrative only: a lighter ask up top on a custom page.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Inspired eLearning ran its paid campaigns in-house and sent traffic to its existing pages.
Variant
KlientBoost built custom landing pages using its iceberg approach, with a lighter ask up top. It also added Bing search, Capterra listings and single-keyword ad groups.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Enterprise training buyers may prefer a light first step over a heavy form.
- Custom pages per campaign can speak to the exact training need in the search.
- New channels such as Capterra bring buyers already comparing vendors.
Caveats: KlientBoost reported this as a before-and-after result of a whole paid-media engagement, not a split test of the page. It covers a few months with no sample size, date or significance shared.
Who ran it
KlientBoost ran this test for security awareness training software 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 give enterprise buyers a lighter first step on our paid landing page, then conversion rate will rise because the ask feels smaller than a full quote form.
- Primary metric
- Paid-traffic lead conversion rate
- Guardrails
- Sales-qualified lead rate
- Cost per acquisition
- Who should test it
- B2B training and compliance software sellers getting leads from paid search. It may hurt if sales needs detailed qualifying fields up front. Test against your current page with ads held constant.
Questions
Why do custom landing pages lower cost per acquisition?
If more clicks convert, each lead costs less for the same ad spend.
Here cheaper and better-targeted clicks also played a part.
How do I tell if the page or the ads drove the lift?
Run an A/B test where both pages get the same ads at the same time. Changing both together hides the cause.
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