# Low-friction landing pages with micro-conversions: +178% conversions

- Outcome: Won
- Page type: Landing page (Lead-gen)
- Elements: Landing page design
- Test run by: [KlientBoost](https://liftarchive.com/practitioners/klientboost/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wp.klientboost.com/case-studies/Tree%20Pros%20-%20Case%20Study.pdf
- Page: https://liftarchive.com/test/klientboost-tree-pros-ppc-landing-pages/

Conversions rose 178% and cost per acquisition fell 76% in the first full month after Tree Pros moved paid traffic to custom landing pages with micro-conversions. KlientBoost ran the work for the Phoenix-area residential tree care company and published it as a case study PDF. The pages launched with rebuilt Google Ads campaigns, so this is a bundled before/after, not a page-only test.

## Result

**+178% conversions**

- Conversions: +178% in the first full month, as reported by the agency.
- Conversion rate: +251%, the largest single number in the case study.
- Cost per acquisition: down 76%.
- Click-through rate: +66%, which shows the ads changed too, so not all the lift came from the page.

## Control

Paid traffic went to Tree Pros' earlier pages, and the case study says PPC results were below what the company wanted. The old pages are not shown.

## Variant

KlientBoost built custom landing pages that open with small, easy actions (micro-conversions) and keep the area above the fold light, which the agency calls the Iceberg Effect. Single keyword ad groups were set up at the same time.

## Why it likely won (our reading)

- A small first ask, such as picking a service, gets visitors moving before the bigger ask for contact details.
- Less above the fold means the next step is obvious on a phone.
- Single keyword ad groups make the ad and page match the search, so visitors land where they expected.
- A one-month window against a weak baseline can make gains look larger than they will be over time.

## Caveats

Agency-reported before/after covering the first full month of a paid-media engagement. Ads, keywords and landing pages changed together, and no sample size or significance was shared.

## How to run this test

- Hypothesis: If we open our landing page with a single easy choice and push the long form below it, then more paid visitors will request a quote because the first step feels small.
- Primary metric: Quote requests per paid visitor
- Guardrail: Cost per lead
- Guardrail: Share of leads that are in the service area
- Guardrail: Phone call volume
- Who should test it: Local home services businesses running search ads to a form. It may not help if most of your leads call straight from the ad.

---

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