Multi-step landing page forms at Pike13: +143% conversion rate
Test run byKlientBoostCRO agency
Commentary byLiftArchiveOur analysis, not theirsPike13's paid conversion rate rose 143% over three months after KlientBoost added multi-step forms, which the agency calls the breadcrumb technique, to its landing pages.
KlientBoost ran the work for Pike13, which makes business management software for gyms, studios and schools, and published it as a PDF case study.
The forms launched alongside new search campaigns and remarketing, so the result can't be credited to the form alone.
- Conversion rate: up 143% within three months, as reported by the agency.
- Conversions: up 70%.
- Cost per conversion: down 41%.
- Facebook leads: up 105% month over month, which reflects the new Facebook work rather than the forms.
The change
One long form becomes a short multi-step form.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Before the engagement, Pike13's paid traffic went to its existing pages and campaigns.
Variant
KlientBoost split the landing page form into steps, starting with easy questions before asking for contact details. It also split campaigns by funnel goal and added display, YouTube and Facebook remarketing.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Asking easy questions first gets visitors to commit before they see the contact fields.
- Shorter-looking steps can feel like less work than one long form.
- Goal-split campaigns and remarketing likely sent more ready buyers to the pages.
Caveats: KlientBoost reported this as a before-and-after result of a whole paid-media engagement, not a split test of the page. It covers three months with no sample size, date or significance, and several ad changes ran at the same time.
Who ran it
KlientBoost ran this test for business management software for gyms, studios and schools 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 split our demo form into short steps that start with low-effort questions, then form completions will rise because visitors commit before they reach the contact fields.
- Primary metric
- Form completion rate on paid landing pages
- Guardrails
- Lead-to-demo show rate
- Share of junk or incomplete leads
- Cost per lead
- Who should test it
- Software sellers to small businesses, like gyms and studios, whose lead form asks for more than a few fields. It probably won't help if your form is already one or two fields. Test the form on its own while the ads stay fixed.
Questions
Do multi-step forms convert better than single-step forms?
They often do when the form is long, since the first step feels easy.
Short forms gain less, so test it on your own page.
What should the first step of a multi-step form ask?
Use a low-effort question tied to the visitor's need, such as business type or size.
Save name, email and phone for the last step.
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