Optimized landing pages and simpler campaigns: +31% conversion rate
Test run byKlientBoostCRO agency
Commentary byLiftArchiveOur analysis, not theirsOptimized landing pages, launched with simpler paid campaigns and responsive search ad tests, came with a 31% higher conversion rate for ServiceCore.
KlientBoost ran the work for the software maker serving liquid waste and roll-off rental companies, and published it as a case study PDF.
Page, ad and campaign changes shipped together, so the page's share of the lift is unknown.
- Conversion rate: +31%.
- Conversions: +27%.
- Cost per acquisition: -31%.
Control
ServiceCore's paid traffic went to its earlier destination pages under a more complex campaign structure.
Variant
KlientBoost optimized the landing pages while condensing campaigns, moving to single keyword ad groups and testing responsive search ads.
Why it likely won
Our reading of the result, not the practitioner's claim.
- A niche audience responds to pages that speak its industry's language.
- Fewer, tighter campaigns concentrate data, so ad and page tests reach a result faster.
- Better ads raise visitor intent before anyone reaches the page.
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. No sample size, duration or significance was shared.
Who ran it
KlientBoost ran this test for business software for liquid waste and roll-off rental companies 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 rewrite our paid landing pages around our niche customer's job and pair each with a tight ad group, then conversion rate will rise because visitors see an exact match for their search.
- Primary metric
- Demo or lead conversion rate from paid clicks
- Guardrails
- Cost per acquisition
- Lead-to-demo rate
- Conversion volume
- Who should test it
- Vertical SaaS companies selling to one industry through paid search. If search volume in your niche is tiny, page tests will take a long time to read.
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.
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.
Does simplifying campaign structure affect landing page results?
It can. Fewer campaigns pool data so tests finish faster, and tighter ad groups send better-matched visitors to each page.
Similar tests
KlientBoostKlientBoostKlientBoostKlientBoostKlientBoostKlientBoost