# Dedicated landing page for brand search ads: +202% click-to-lead

- Outcome: Won
- Page type: Landing page (Lead-gen)
- Elements: Page length, Cta
- Date shared: 2020
- Test run by: [Penn Foster](https://liftarchive.com/practitioners/penn-foster/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/penn-foster/
- Page: https://liftarchive.com/test/penn-foster-brand-paid-traffic-landing-page/

Sending paid brand search visitors to a short, fast-loading landing page instead of the homepage lifted click-to-lead rate by 202%. Penn Foster, an online career college, ran this A/B test itself, and it was published as a VWO case study. Click-to-enroll also went up, though the size of that gain was not shared.

## Result

**+202% click-to-lead**

- Click-to-lead rate: +202% versus the homepage. This was the primary metric.
- Click-to-enroll also increased, according to the team. The exact figure was not shared.
- About 35,000 visitors took part over 24 days, split 50/50. Confidence level was not shared.

## Control

Paid brand search ads sent visitors to the main Penn Foster website homepage, with the full site's navigation and content.

## Variant

The same ads sent visitors to a separate landing page built for a high mobile speed score. It carried less information and two clear calls to action: request information or enroll.

## Why it likely won (our reading)

- Brand searchers already know the school, so they mostly want one next step, not a tour of the whole site.
- Less content means fewer distractions and fewer ways to drift away from the form.
- Two clear CTAs matched the two main intents of brand traffic: learn more or enroll now.
- a faster mobile page likely cut bounces from ad clicks, though speed was not tested on its own.

## Caveats

The whole destination changed (content, layout, CTAs and speed), so the lift can't be credited to any one element. Data is from 2020.

## How to run this test

- Hypothesis: If we send paid brand search traffic to a lean, fast landing page with one or two clear CTAs instead of our homepage, then more clicks will become leads because high-intent visitors reach the next step without distraction.
- Primary metric: Click-to-lead rate from paid brand campaigns
- Guardrail: Lead-to-enroll or lead-to-sale rate
- Guardrail: Cost per lead
- Guardrail: Bounce rate
- Who should test it: Lead-gen businesses such as schools, insurers and service firms that send branded paid traffic to their homepage. It probably matters less if your homepage is already a focused lead page, or if brand visitors mainly want account login or support.

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Credit: Penn Foster ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/penn-foster-brand-paid-traffic-landing-page/).
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.