# Multi-step lead form on PPC landing pages: +168% conversion rate

- Outcome: Won
- Page type: Landing page (Lead-gen)
- Elements: Multi step form
- Test run by: [KlientBoost](https://liftarchive.com/practitioners/klientboost/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wp.klientboost.com/case-studies/WickVideo%20-%20Case%20Study.pdf
- Page: https://liftarchive.com/test/klientboost-wickvideo-ppc-landing-pages/

WickVideo'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.

## Result

**+168% conversion rate**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Step 1 to submit drop-off
- Guardrail: Qualified lead rate
- Guardrail: 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.

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