# Multi-step landing page forms at Pike13: +143% conversion rate

- Outcome: Won
- Page type: Landing page (SaaS)
- Elements: Multi step form
- Test run by: [KlientBoost](https://liftarchive.com/practitioners/klientboost/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wp.klientboost.com/case-studies/Pike13%20-%20Case%20Study.pdf
- Page: https://liftarchive.com/test/klientboost-pike13-ppc-landing-pages/

Pike13'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.

## Result

**+143% conversion rate**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Lead-to-demo show rate
- Guardrail: Share of junk or incomplete leads
- Guardrail: 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.

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Credit: KlientBoost ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/klientboost-pike13-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.