# Low-friction custom landing pages for a payment processor: +11% CVR

- Outcome: Won
- Page type: Landing page (Lead-gen)
- Elements: Landing page design
- Test run by: [KlientBoost](https://liftarchive.com/practitioners/klientboost/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wp.klientboost.com/case-studies/Merchant%20One%20-%20Case%20Study.pdf
- Page: https://liftarchive.com/test/klientboost-merchant-one-ppc-landing-pages/

Merchant One's conversion rate rose 11% and cost per acquisition fell 28% after KlientBoost sent paid traffic to custom landing pages that asked for less up front. KlientBoost ran the work for the merchant payment processor and published it as a PDF case study. The pages launched together with single keyword ad groups and a push for higher-quality traffic, so the result belongs to the full package.

## Result

**+11% CVR**

- Conversion rate: up 11%, a moderate gain for the whole engagement.
- Conversion volume: up 130% month over month in the first month.
- Cost per acquisition: down 28%, and cost per click fell 21%.
- Lead quality: the client says bad leads nearly disappeared for about three months. This is a testimonial, not a measured figure.

## Control

Paid clicks went to the company's earlier pages, and the sales team was struggling to get qualified leads.

## Variant

Custom landing pages used what KlientBoost calls the iceberg approach: less friction above the fold, with more detail further down. The account also moved to single keyword ad groups aimed at higher-quality traffic.

## Why it likely won (our reading)

- Merchants comparing processors can be wary of a big form, so asking for less above the fold makes the first step feel easy.
- Keeping detail lower on the page still lets careful buyers find rates and terms before they commit.
- Single keyword ad groups likely filtered out poor-fit searchers, which explains much of the lead quality gain.
- The small rate lift next to a big volume jump suggests most growth came from the traffic side.

## 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 lead quality claim comes from a client testimonial, not a tracked metric.

## How to run this test

- Hypothesis: If we cut the fields and content above the fold to a short first step and move the detail lower, then more merchants will start an application because the first ask feels small.
- Primary metric: Lead form starts and completions per paid visitor
- Guardrail: Cost per lead
- Guardrail: Qualified lead rate from sales
- Guardrail: Lead-to-account close rate
- Who should test it: B2B financial and payment services that rely on sales calls after a form. If your buyers need pricing before they share details, hiding too much may backfire.

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Credit: KlientBoost ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/klientboost-merchant-one-ppc-landing-pages/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.