# Lower-friction landing pages plus new PPC: +190% conversion rate

- Outcome: Won
- Page type: Landing page (SaaS)
- 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/MyStudentsProgress%20-%20Case%20Study.pdf
- Page: https://liftarchive.com/test/klientboost-mystudentsprogress-ppc-landing-pages/

Custom 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.

## Result

**+190% conversion rate**

- 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)

- 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.

## How to run this test

- 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
- Guardrail: Cost per lead
- Guardrail: 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.

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Credit: KlientBoost ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/klientboost-mystudentsprogress-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.