Lower-friction landing pages plus PPC rebuild: +276% conversion rate
Test run byKlientBoostCRO agency
Commentary byLiftArchiveOur analysis, not theirsCustom landing pages with less friction, launched with a rebuilt AdWords account, came with a reported 276% rise in conversion rate for SEI's Institutional Group.
KlientBoost ran this engagement for the investment processing and management firm and published it as a PDF case study.
Keywords, traffic filtering, remarketing and pages changed together, so the page's own share of the lift is unknown.
- Conversion rate: +276%, reported for the whole engagement.
- Conversion volume: +311%, and cost per conversion down 82%.
- Ad spend: down 24%, so the gains came while spending less.
- Conversions rose 125% month over month in the first month. No sample size or significance was shared.
Control
SEI's earlier paid search setup, which the source says struggled to drive conversions and leads for sales.
Variant
KlientBoost built custom landing pages using its iceberg approach to cut visible friction. It also set up single keyword ad groups, removed irrelevant traffic and added AdWords remarketing.
Why it likely won
Our reading of the result, not the practitioner's claim.
- SEI sells to institutions, a narrow audience. Cutting irrelevant clicks raises conversion rate even with no page change.
- Simpler pages likely helped busy institutional buyers reach the form faster.
- Remarketing brings back people who already know the brand, and they convert more often.
Caveats: Agency-reported before/after result for a whole paid-media engagement, not a split test. Ads, keywords, targeting and landing pages all changed together, and no sample size, test duration or significance was shared. Lower spend on irrelevant clicks alone would raise conversion rate.
Who ran it
KlientBoost ran this test for investment processing and management firm 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 send paid search traffic to a short landing page that shows only the core offer and form at first, then conversion rate will rise because institutional buyers reach the action with less effort.
- Primary metric
- Lead or contact form completion rate from paid search
- Guardrails
- Cost per lead
- Share of leads sales accepts as qualified
- Who should test it
- Financial services and B2B firms with a narrow, high-value audience. A split test needs a lot of time if your paid traffic is small, so check sample size first.
Questions
Why does removing irrelevant traffic raise conversion rate?
Conversion rate is conversions divided by visits. Cutting clicks from people who were never going to buy shrinks the bottom number, so the rate rises even if the page stays the same.
Can I credit a PPC lift to the landing page alone?
Not when the ads, keywords and targeting changed at the same time.
To isolate the page, send the same paid traffic to the old and new page in a split test.
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