# Heatmap-led landing pages plus new PPC: +77% conversion rate

- 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/US%20Equity%20Advantage%20-%20Case%20Study.pdf
- Page: https://liftarchive.com/test/klientboost-us-equity-advantage-autopayplus-ppc-landing-pages/

Custom 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.

## Result

**+77% conversion rate**

- 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)

- 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.

## How to run this test

- 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
- Guardrail: Cost per lead
- Guardrail: 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.

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