# Multi-page microsite merged into one long page: +155% lead rate

- Outcome: Won
- Page type: Landing page (Lead-gen)
- Elements: Page length, Value proposition, Form fields
- Date shared: 2013-08
- Test run by: [MarketingExperiments](https://liftarchive.com/practitioners/marketingexperiments/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://marketingexperiments.com/a-b-testing/microsite-split-test-increase-lead-rate
- Page: https://liftarchive.com/test/physician-network-microsite-single-page/

Merging a multi-page microsite into one long-copy page lifted the lead rate by 155%. The MECLABS research team ran the test for a physicians-only social network that sells research access to medical and pharma companies, and published it on MarketingExperiments. Several changes went live together, including new value messaging and a direct form ask.

## Result

**+155% lead rate**

- Lead rate: +155% for the single-page version. The same test appears in another MarketingExperiments post as a lift of more than 154%.
- The publisher says the change did not hurt the site's search rankings.
- Page length, value messaging and the form ask all changed at once, so no single element owns the lift.

## Control

A microsite spread information across several pages. Visitors had to click through multiple steps to find what they needed, and there was little messaging about the value to them.

## Variant

One long page held most of the product and company information, stated the main value proposition and showed the form directly. Leftover details moved to a single separate page.

## Why it likely won (our reading)

- Fewer clicks between landing and the form means fewer chances to drop off.
- A clear value statement tells B2B buyers why the offer matters to them before asking for details.
- Long copy on one page lets serious buyers find answers without hunting through tabs.

## Caveats

This was a bundled redesign from 2013, and the source does not share sample size, duration or confidence.

## How to run this test

- Hypothesis: If we combine our multi-page microsite into one page that states the value and shows the form, then more visitors will submit a lead because they get the key information and the ask without extra clicks.
- Primary metric: Lead rate (form submissions per visitor)
- Guardrail: Lead quality or sales-accepted leads
- Guardrail: Organic search traffic to the microsite
- Guardrail: Scroll depth
- Who should test it: B2B and lead-gen companies whose microsites split the pitch across several pages. It may not help if your audience mostly lands on deep pages from search, or if your offer is simple enough for a short page.

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Credit: MarketingExperiments ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/physician-network-microsite-single-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.