# Competitor-focused multi-step landing pages: +66% conversion rate

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

Competitor-focused, multi-step landing pages for competitor-keyword traffic came with a 66% higher conversion rate for Thinkific. KlientBoost ran the work for the online course creation platform and published it as a case study PDF. The new pages launched with new competitor keyword targeting and other campaign changes, so the result covers the whole package.

## Result

**+66% conversion rate**

- Conversion rate: +66%, credited to competitor keywords plus competitor-focused pages together.
- Cost per conversion: -40%.
- Cost per click: -36%, so part of the efficiency gain came from cheaper traffic, not the page.

## Control

Thinkific's paid traffic went to its earlier destination pages, without pages written for people searching competitor brands.

## Variant

KlientBoost targeted competitor brand keywords and sent that traffic to competitor-focused landing pages with multi-step flows, alongside single keyword ad groups, dynamic ads and remarketing audiences.

## Why it likely won (our reading)

- Thinkific's best customers were already on other course platforms, so competitor searchers were a strong fit.
- A page that speaks to someone comparing tools answers the switching question directly.
- Multi-step pages may have eased visitors into sign-up one small choice at a time.

## 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.

## How to run this test

- Hypothesis: If we send competitor-keyword searchers to a page that compares us with that competitor, then conversion rate will rise because the page answers why they should switch.
- Primary metric: Sign-up conversion rate from competitor-keyword clicks
- Guardrail: Cost per conversion
- Guardrail: Trial-to-paid rate
- Guardrail: Brand or legal complaints about comparison claims
- Who should test it: SaaS companies whose best customers switch from a known rival. If buyers rarely search competitor names, or the category has no clear rivals, this has little traffic to work with.

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