Low-friction custom landing pages at Mention: +74% conversion rate
Test run byKlientBoostCRO agency
Commentary byLiftArchiveOur analysis, not theirsMention's paid conversion rate rose 74% after KlientBoost built custom landing pages that cut friction above the fold.
KlientBoost ran the work for Mention, a social media monitoring tool, and published it as a PDF case study.
The pages launched with remarketing and review-site campaigns, so the lift is shared across all those changes.
- Conversion rate: up 74%, as reported by the agency.
- Conversions: up 343%, which reflects more traffic and new channels as well as the pages.
- Cost per acquisition: down 51%.
- Cost per click: down 15%, a sign the ad side changed too.
The change
Illustrative only: a lighter ask on top, details pushed lower.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Mention ran paid campaigns in-house to its existing pages. Costs were rising while conversions stayed about flat.
Variant
KlientBoost built custom pages using what it calls the iceberg effect: a light, low-effort ask at the top with more detail further down. It also added Google remarketing and listings on B2B SaaS review sites.
Why it likely won
Our reading of the result, not the practitioner's claim.
- A short, clear ask above the fold lets ready visitors convert without reading everything.
- Moving detail lower keeps it there for visitors who need more proof.
- Remarketing brings back people who already know the product, and they tend to convert at higher rates.
Caveats: KlientBoost reported this as a before-and-after result of a whole paid-media engagement, not a split test of the page. No sample size, time frame beyond a few months, date or significance was shared.
Who ran it
KlientBoost ran this test for social media monitoring 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 cut the above-the-fold area to one clear promise and a short ask, then conversion rate will rise because visitors face less to read before acting.
- Primary metric
- Paid-traffic trial or sign-up conversion rate
- Guardrails
- Trial activation rate
- Cost per acquisition
- Who should test it
- SaaS tools in crowded keyword markets where clicks are getting pricier. It may not help a complex product where buyers need detail before signing up. Split test the page with ads unchanged.
Questions
What is the iceberg approach on a landing page?
It is KlientBoost's name for showing a small, easy ask at the top and keeping supporting detail below.
The idea is to cut friction for ready visitors.
Should SaaS landing pages put the form above the fold?
A short form or button up top tends to suit warm traffic.
Colder traffic may need proof first, so test both.
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