Landing page tests for Podia's first paid campaigns: +75% conversions
Test run byKlientBoostCRO agency
Commentary byLiftArchiveOur analysis, not theirsLanding page testing for Podia's new paid search and Facebook campaigns improved landing page conversions by 75%.
KlientBoost ran the work for the online course and membership platform and published it as a case study PDF.
The pages were tested while the campaigns themselves were being built, so the lift belongs to the whole launch, not one page change.
- Landing page conversions: +75%, credited by the agency to landing page testing.
- Cost per acquisition: -37%.
- The agency says the paid program became profitable; no revenue figures were shared.
Control
Podia had little paid advertising in place and lacked the in-house time to run it, so there was no tested paid landing page setup.
Variant
KlientBoost optimized and tested landing pages while launching competitor-based search campaigns, Facebook lead ad tests and single keyword ad groups.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Testing from day one avoids sending new campaign traffic to pages never built for it.
- Competitor-based search attracts people already shopping for a course platform.
- With a new account the baseline is thin, so early percentage gains can look large.
Caveats: KlientBoost reported these numbers itself in a one-page case study PDF. They compare performance before and after a whole paid-media engagement, not a controlled split test, and ad, keyword, targeting and landing page changes all shipped together. The baseline was an early-stage paid program, and no sample size, duration or significance was shared.
Who ran it
KlientBoost ran this test for online course and membership platform 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 test landing pages built for our new paid campaigns, then landing page conversions will rise because each page will speak to the ad's audience instead of a general visitor.
- Primary metric
- Landing page conversion rate (sign-ups per paid click)
- Guardrails
- Cost per acquisition
- Free-to-paid conversion
- Lead quality from Facebook lead ads
- Who should test it
- SaaS and creator platforms starting paid acquisition for the first time. If your paid program is mature and already tested, the upside will be smaller.
Questions
Should paid traffic go to a dedicated landing page instead of the homepage?
Usually it is worth testing. A dedicated page can match the ad's promise and remove distractions, but run it as a split test so you know the page, not the ad changes, made the difference.
Should I test landing pages before my paid campaigns have much data?
You can start, but early tests need large differences to show up.
Begin with bold page changes, then move to smaller tweaks as volume grows.
How do I know whether the landing page or the ads caused a lift?
Change one side at a time, or split the same ad traffic between the old and new page.
If ads, keywords and pages all change in the same month, you cannot separate their effects.
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