First landing page test for a credit union: +174% conversion rate
Test run byKlientBoostCRO agency
Commentary byLiftArchiveOur analysis, not theirsConversion rate rose 174% after USC Credit Union ran its first landing page test and launched new paid search campaigns.
KlientBoost did this work and published it as a PDF case study.
New custom pages, campaigns and retargeting launched together, so the lift can't be pinned on the page.
- Conversion rate: up 174%.
- Conversion volume: up 224%.
- Cost per conversion: down 81%.
- Click-through rate: up 314%, so the ads changed a lot too. The page's share of the gain is unknown.
The change
A custom page per loan offer replaces the general site page.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Paid traffic for the credit union's loan offers went to pages that had never been tested, and PPC results had been flat for a long time.
Variant
KlientBoost built custom landing pages for the loan offers and ran the first page test. It also launched new Google Ads campaigns, remarketing, AdRoll retargeting and finer geographic targeting.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Pages that had never been tested often have easy wins, such as a clearer offer or a shorter form.
- A page per loan offer likely matched what people searched better than a general page.
- Much higher click-through suggests the new ads brought in more interested visitors.
Caveats: KlientBoost reported this as a before-and-after result of a full paid-media engagement, not a clean split test of one page. Ads, keywords, targeting and landing pages changed together, and no sample size, duration or significance was shared. The starting point was untested pages, so similar gains are less likely on pages that are already optimized.
Who ran it
KlientBoost ran this test for credit union (loan offers) 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 send each loan ad to a page focused on that one loan offer, then more visitors will apply because the rate and next step are clear right away.
- Primary metric
- Loan applications per paid visitor
- Guardrails
- Approval or funded-loan rate
- Cost per funded loan
- Form abandonment
- Who should test it
- Credit unions, banks and lenders whose ads point to general product pages. If your landing pages are already tested and offer-specific, expect a much smaller gain.
Questions
Do credit unions need dedicated landing pages for ads?
It usually helps. A general product page makes visitors hunt for the offer they clicked, while a dedicated page puts it first.
Why are first tests often big wins?
Untested pages tend to have obvious problems. Later tests usually bring smaller gains.
Was this a controlled A/B test?
The agency mentions a landing page test, but the reported numbers compare the whole account before and after.
Similar tests
KlientBoostKlientBoostKlientBoostKlientBoostKlientBoostKlientBoost