Custom landing pages for a car buying service: +20% CVR, +32% quality
Test run byKlientBoostCRO agency
Commentary byLiftArchiveOur analysis, not theirsIQ Auto Buyers saw its conversion rate rise 20% and lead quality rise 32% after about five months of custom landing pages and many page and ad copy tests by KlientBoost.
KlientBoost ran the work for the nationwide vehicle buying service and published it as a PDF case study.
Remarketing, finer geographic targeting and ROI reporting were added at the same time, so the pages share credit with the rest of the account work.
- Conversion rate: up 20% across the engagement.
- Lead quality: up 32%. How quality was measured was not shared.
- Cost per conversion: down 21%, the lowest in three years per the agency, and cost per click fell 15%.
- Results cover about five months; no sample size or significance was shared.
The change
A quote-first page replaces the earlier destination page.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The company's paid search accounts kept bringing in wasteful leads that sent traffic to its earlier pages.
Variant
KlientBoost built custom landing pages and ran numerous page and ad copy tests. The account also gained remarketing, finer geographic targeting and ROI reporting.
Why it likely won
Our reading of the result, not the practitioner's claim.
- People selling a car want a fast, fair quote, so a page focused on getting that quote removes distractions.
- Many small tests over five months let the team keep what worked and drop what did not.
- Finer geographic targeting likely cut leads from areas the service could not serve well, which lifts quality.
- ROI reporting may have steered budget toward campaigns that produced real sales, not just form fills.
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. The work ran over about five months, and the method for scoring lead quality was not shared.
Who ran it
KlientBoost ran this test for vehicle buying / quote service 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 sellers to a page focused only on getting an instant quote for their vehicle, then more of them will submit details because the value is clear and the next step is obvious.
- Primary metric
- Quote requests per paid visitor
- Guardrails
- Cost per lead
- Quote-to-purchase rate
- Share of leads in serviceable areas
- Who should test it
- Lead-gen businesses that buy or quote on items, such as cars, homes or equipment, and pay for search traffic. If your leads are already well qualified, focus on volume tests instead.
Questions
How can a lead-gen business improve lead quality from PPC?
Tighten targeting to the areas and searches you can serve, and qualify visitors on the page with a few key questions. Then track which campaigns turn into sales.
Should a quote form ask for a lot of details?
Ask for what you need to make a real offer and no more.
Each extra field can cut submissions, but too few can let poor-fit leads through.
How long should landing page tests run?
Run each test until it reaches a clear result over at least one full business cycle, often a couple of weeks.
This engagement ran many tests over about five months.
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