Heatmap-led landing pages plus new PPC: +77% conversion rate
Test run byKlientBoostCRO agency
Commentary byLiftArchiveOur analysis, not theirsCustom landing pages that cut friction based on heatmap analysis, launched with a first PPC campaign, came with a reported 77% rise in conversion rate for US Equity Advantage's AutoPayPlus.
KlientBoost ran this engagement for the automated payments fintech, which sells to auto, RV and powersport dealers, and published it as a PDF case study.
Ads, keywords and pages changed together, so the page's own share of the lift is unknown.
- Conversion rate: +77%, reported for the whole engagement.
- Conversions: +200%.
- Cost per acquisition: down 66%, and cost per click down 41%.
- No sample size, duration or significance was shared.
Control
US Equity Advantage's earlier lead gen setup, which the source describes as stagnant. This was the company's first PPC campaign with KlientBoost.
Variant
KlientBoost designed custom landing pages based on heatmap analysis and removed friction from the visible part of the page, using its iceberg approach. It also built single keyword ad groups and focused on key B2B dealer industries.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Dealers comparing payment tools want the key offer fast. Clearing friction from the top of the page gets them there sooner.
- Heatmaps likely pointed to the parts of the page visitors ignored or got stuck on.
- Targeting specific dealer industries probably raised traffic quality, which helps conversion on any page.
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.
Who ran it
KlientBoost ran this test for automated payment fintech for auto, RV and powersport dealers 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 cut the first screen of our paid landing page to the core offer and one form, then conversion rate will rise because dealers see what they get and how to act without scrolling past extra content.
- Primary metric
- Lead form completion rate from paid traffic
- Guardrails
- Cost per lead
- Lead-to-signed-dealer rate
- Who should test it
- Lead gen businesses selling a service to dealers or other trade buyers through paid search. It matters less if your page is already short and focused.
Questions
What is the iceberg approach to landing pages?
KlientBoost uses it to mean showing only the most important content and action at first, with details kept lower down or hidden until needed.
The goal is less effort before the first step.
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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