Multi-step lead form on PPC landing pages: +168% conversion rate
Test run byKlientBoostCRO agency
Commentary byLiftArchiveOur analysis, not theirsWickVideo's paid search conversion rate rose 168% after custom landing pages with a multi-step lead form went live alongside a rebuilt Google Ads account.
KlientBoost ran the work for the explainer video agency and published it as a PDF case study.
The form, pages, ads and tracking all changed together within 30 days, so this is a bundled before/after result.
- Conversion rate: +168%, covering the form, pages and campaign changes together.
- Cost per conversion: down 86%.
- Cost per click: down 59%, which comes from the ad side.
- The setup was a one-time package that the founder now runs in-house, per the case study.
The change
One long form replaced by a multi-step form that starts easy
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
WickVideo's earlier paid campaigns and destination pages, which brought costly leads that often did not fit.
Variant
KlientBoost built custom landing pages using what it calls a multi-step bait strategy: a lead form split into steps. The PDF does not show the questions. These launched with new Google Ads campaigns and analytics tracking.
Why it likely won
Our reading of the result, not the practitioner's claim.
- A short first step lowers the effort of starting, and people tend to finish what they start.
- Steps can screen out poor-fit prospects, which matches the client's complaint about lead quality.
- Much cheaper clicks mean the cost per conversion drop is not all down to the form.
Caveats: Agency-reported before/after within the first 30 days, with ads, tracking and pages changed together. No sample size or significance was shared.
Who ran it
KlientBoost ran this test for explainer video agency 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 split the lead form into short steps that start with an easy question, then more visitors will submit because the first step feels low effort.
- Primary metric
- Form submissions per paid visitor
- Guardrails
- Step 1 to submit drop-off
- Qualified lead rate
- Cost per qualified lead
- Who should test it
- Agencies and service firms that need several details to qualify a lead. It may not help if your form only asks for a name and email.
Questions
Do multi-step forms convert better than single-page forms?
They often do when the form is long, because the first step looks small.
Test it on your own traffic, since short forms may not gain much.
What should the first step of a multi-step form ask?
Something easy and relevant, such as the type of project or budget range. Save contact details for the last step.
Can a multi-step form improve lead quality?
It can, since qualifying questions filter out poor fits before sales sees them. Track lead-to-deal rate to confirm.
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