Landing page optimization at ReviewTrackers: +79% conversion rate
Test run byKlientBoostCRO agency
Commentary byLiftArchiveOur analysis, not theirsReviewTrackers' paid-traffic conversion rate rose 79% after landing page optimization and a rebuild of its paid ads.
KlientBoost ran the work for ReviewTrackers, a review management and customer feedback software company, and published it as a PDF case study.
Landing pages were one of four changes made together, so the page work can't take sole credit.
- Conversion rate: up 79%, as reported by the agency.
- Conversions: up 56%.
- Cost per acquisition: down 37%.
- The source's headline ties the 79% to click-through rate while the stats panel says conversion rate, so treat the exact metric with care.
The change
Illustrative only: the source doesn't detail the page changes.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Before the engagement, ReviewTrackers ran paid search with limited in-house resources and its existing pages and ads.
Variant
KlientBoost optimized the landing pages for paid traffic. It also moved to single-keyword ad groups, added custom intent campaigns and expanded to Capterra listings.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Pages tuned for paid search visitors can cut friction between the ad and the sign-up.
- Single-keyword ad groups let each ad match a narrow search, which tends to send better-fit clicks.
- Capterra visitors are often already comparing tools, which can lift overall conversion rate.
Caveats: KlientBoost reported this as a before-and-after result of a whole paid-media engagement, not a split test of the page. The PDF does not say what changed on the pages, and gives no sample size, time frame or significance.
Who ran it
KlientBoost ran this test for online review management software 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 rebuild our paid-search landing page around the keyword theme of each ad group, then conversion rate will rise because visitors find what they searched for right away.
- Primary metric
- Paid-traffic conversion rate (demo or trial requests)
- Guardrails
- Cost per acquisition
- Sales-qualified lead rate
- Who should test it
- B2B SaaS teams with stretched marketing staff sending paid search to general pages. It fits less if your traffic is mostly brand searches that already convert well. Hold the ads steady during the test to isolate the page.
Questions
What is landing page optimization for PPC?
It means shaping the page an ad sends people to so it matches the ad and asks for one action.
Typical changes are the headline, proof and form.
Do review-site listings like Capterra help SaaS conversions?
They can, because those visitors are usually shopping for a tool already.
Track their lead quality apart from search traffic.
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