Lower-friction landing pages plus new PPC: +190% conversion rate
Test run byKlientBoostCRO agency
Commentary byLiftArchiveOur analysis, not theirsCustom landing pages with less friction, shaped by heatmap analysis and launched with rebuilt AdWords campaigns, came with a reported 190% rise in conversion rate for MyStudentsProgress.
KlientBoost ran this engagement for the private school information software company and published it as a PDF case study.
Ads, keywords and pages changed together, so the page's own share of the lift is unknown.
- Conversion rate: +190%, reported for the whole engagement.
- Conversion volume: +475%, and cost per conversion down 56%.
- Click-through rate: +88%, which reflects ad changes rather than the page.
- Time on site: +43%. All results were reported within about two months.
Control
MyStudentsProgress managed AdWords in-house, run by its VP of Sales. The source describes high costs and slow lead flow.
Variant
KlientBoost built custom landing pages using heatmap analysis, smaller first steps (micro-conversions) and its iceberg approach to cutting visible friction. It also rebuilt search with single keyword ad groups and added display.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Asking for a small first step, rather than a full demo up front, makes it easier for school staff to start.
- Heatmaps likely showed where visitors stalled, so the new pages could remove those points.
- Tighter keyword groups and better ads sent more relevant clicks, which lifts conversion rate on any page.
Caveats: Agency-reported before/after result for a whole paid-media engagement, not a split test. Ads, keywords, targeting and landing pages all changed together, and no sample size, test duration or significance was shared.
Who ran it
KlientBoost ran this test for private school information system 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 form and page content visible before the first action down to a small first step, then conversion rate will rise because visitors face less effort before committing.
- Primary metric
- Lead form completion rate from paid search
- Guardrails
- Cost per lead
- Share of leads that book a demo
- Who should test it
- Vertical SaaS companies selling to schools or similar institutions through search. It may hurt lead quality if your sales team needs detailed info on the first form.
Questions
What is a micro-conversion on a landing page?
It is a small first step, such as answering one question or picking an option, before the main form.
It eases visitors in so the bigger ask feels like less effort.
Can I credit a PPC lift to the landing page alone?
Not when the ads, keywords and targeting changed at the same time.
To isolate the page, send the same paid traffic to the old and new page in a split test.
Similar tests
KlientBoostKlientBoostKlientBoostKlientBoostKlientBoostKlientBoost