Custom PPC landing pages with A/B testing: +310% conversion rate
Test run byKlientBoostCRO agency
Commentary byLiftArchiveOur analysis, not theirsCustom landing pages with ongoing A/B testing, rolled out with rebuilt search campaigns, came with a 310% higher conversion rate for Webconnex.
KlientBoost ran the work for the registration and payments software company and published it as a case study PDF.
Ads, keywords and pages all changed together, so this is the result of the whole engagement, not the pages alone.
- Conversion rate: +310% versus before the engagement.
- Conversion volume: +51%, so more total conversions, not only a higher rate.
- Cost per acquisition: -53%.
Control
Webconnex's paid traffic went to its previous destination pages, set up under another agency, while CPA was climbing.
Variant
KlientBoost built custom landing pages and A/B tested them, while also restructuring search campaigns, testing ad copy, targeting competitor keywords and moving to single keyword ad groups.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Pages built for specific ad groups likely matched the searcher's intent better than generic pages.
- Competitor keyword traffic often arrives ready to compare and switch, which can lift conversion rate.
- Rising CPA before the switch suggests a weak starting point, which makes large relative gains easier.
Caveats: KlientBoost reported these numbers itself in a one-page case study PDF. They compare performance before and after a whole paid-media engagement, not a controlled split test, and ad, keyword, targeting and landing page changes all shipped together. No sample size, duration or significance was shared.
Who ran it
KlientBoost ran this test for registration and payments software 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 paid ad group to a custom landing page and A/B test it, then conversion rate will rise because the page will match what the searcher just clicked on.
- Primary metric
- Conversion rate from paid clicks
- Guardrails
- Cost per acquisition
- Lead or sign-up quality
- Conversion volume
- Who should test it
- SaaS companies sending paid search traffic to the homepage or generic pages. If you already run matched, tested landing pages, expect much smaller gains.
Questions
Should paid traffic go to a dedicated landing page instead of the homepage?
Usually it is worth testing. A dedicated page can match the ad's promise and remove distractions, but run it as a split test so you know the page, not the ad changes, made the difference.
How do I know whether the landing page or the ads caused a lift?
Change one side at a time, or split the same ad traffic between the old and new page.
If ads, keywords and pages all change in the same month, you cannot separate their effects.
Is a 310% lift realistic for a landing page test?
Rarely from a page change alone. Gains this large usually come from a poor starting point combined with traffic and targeting changes.
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