# First landing page test for a credit union: +174% 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/USC%20CU%20-%20Case%20Study.pdf
- Page: https://liftarchive.com/test/klientboost-usc-credit-union-ppc-landing-pages/

Conversion 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.

## Result

**+174% conversion rate**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Approval or funded-loan rate
- Guardrail: Cost per funded loan
- Guardrail: 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.

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