Multi-step landing pages for mobility products: +240% conversion rate
Test run byKlientBoostCRO agency
Commentary byLiftArchiveOur analysis, not theirsConversion rate rose 240% and conversion volume 128% after Pacific Mobility Center moved paid traffic to multi-step landing pages.
KlientBoost ran the work for the home mobility equipment provider and published it as a case study PDF.
The pages launched with a doubled budget, new ad channels and remarketing, so this is a bundled before/after, not a page-only test.
- Conversion rate: +240%, as reported by the agency.
- Conversion volume: +128%.
- Cost per acquisition: down 28%.
- The PPC budget doubled during the work, so higher volume partly reflects more spend.
The change
A multi-step quote form replaces the earlier form
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Paid traffic went to the company's earlier pages under an earlier PPC setup. The case study does not show those pages.
Variant
KlientBoost built multi-step landing pages for products like stairlifts and vehicle lifts. It also used single keyword ad groups, added AdRoll remarketing, and expanded to Yahoo Gemini, Facebook and Bing.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Mobility buyers often have questions about fit and home layout, and a step-by-step form lets them answer one thing at a time.
- Remarketing brings back families researching for a relative, which raises the rate of return visitors who convert.
- New channels and more budget change the traffic mix, which can move conversion rate in either direction.
Caveats: Agency-reported before/after with no stated duration. Budget doubled and new ad channels, remarketing and landing pages launched together, so the page's share is unknown and no sample size or significance was shared.
Who ran it
KlientBoost ran this test for home mobility equipment provider 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 turn our quote form into a multi-step form that starts with the product type, then more paid visitors will request a quote because each step is simple to answer.
- Primary metric
- Quote requests per paid visitor
- Guardrails
- Cost per lead
- Lead-to-home-assessment rate
- Form completion on mobile
- Who should test it
- Providers of home medical or accessibility equipment that need several details to quote. It may not help if most buyers call rather than fill in forms.
Questions
Do multi-step forms help for high-ticket home equipment?
They often do when a quote needs several details, since each step is easy.
Test it against your current form and watch lead quality.
Can the 240% lift be credited to the landing pages?
No. Budget doubled and new channels and remarketing launched at the same time.
Should conversion rate or lead volume be the main metric?
Use leads per visitor for the page test, and cost per lead as a check.
Volume alone can rise just from more spend.
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