Custom PPC landing pages for a credit union: +32% conversion rate
Test run byKlientBoostCRO agency
Commentary byLiftArchiveOur analysis, not theirsLogix Federal Credit Union's paid search conversion rate rose 32% after two months of custom landing pages and reworked Google Ads campaigns.
KlientBoost ran the work and published it as a PDF case study.
The pages shipped alongside call tracking, remarketing and bid changes, so this is a bundled before/after result.
- Conversion rate: +32%. This covers the pages and the campaign changes together.
- Conversion volume: +50% within two months.
- Cost per conversion value: down 43%, per the agency.
- Bounce rate: down 5%, a small change that fits better page relevance.
Control
Logix ran paid search on a day-to-day basis without a set strategy, sending ad traffic to its existing pages.
Variant
KlientBoost built custom landing pages for paid traffic. These launched with call tracking, custom remarketing audiences and geographic bid targeting.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Dedicated pages for each product or audience can answer a searcher's question faster than a general banking site.
- Call tracking may have counted phone leads that were missed before, which would lift reported conversions.
- Geographic bid targeting focuses spend on people who can actually join a local credit union.
Caveats: Agency-reported before/after over two months, with ads, tracking, audiences and pages all changed together. No sample size or significance was shared.
Who ran it
KlientBoost ran this test for credit union 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 each paid campaign to a landing page built for that product, then more visitors will apply or call because the page speaks to the exact need they searched for.
- Primary metric
- Paid traffic conversion rate (applications plus tracked calls)
- Guardrails
- Cost per conversion
- Application completion rate
- Bounce rate
- Who should test it
- Credit unions, banks and other local financial lead-gen businesses that send ads to general product pages. Set up call tracking first, or you cannot compare fairly.
Questions
Should a credit union use separate landing pages for ads?
Usually it helps, since a loan or account page built for one search can drop menus and focus on one action.
Test it against your current page to know for sure.
Why does call tracking matter for landing page tests?
Many financial leads phone in rather than fill in a form.
Without tracking those calls, a page that drives calls can look like it lost.
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