Shorter landing page before a claim form: 1.02% to 1.77% conversion
Test run byApexureCRO agency
Commentary byLiftArchiveOur analysis, not theirsReplacing a long landing page with a shorter one lifted end-to-end lead conversion from 1.02% to 1.77%, with click-through about 10% higher.
Apexure ran this A/B test in Unbounce for Reclaim My PPI Tax, a UK online tax rebate claims service.
It was the first of three tests on the claim funnel.
- End-to-end lead conversion rate: 1.02% to 1.77%, about a 74% relative lift.
- Click-through from the landing page to the form: almost 10% higher.
- The test ran for about a month, with paid traffic split between the two pages in Unbounce.
- No visitor or claim counts were shared, so the strength of the result can't be checked.
The change
The short page drops most of the long content before the claim CTA.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The existing long landing page that paid visitors saw before reaching the claim form.
Variant
A shorter landing page that sent visitors on to the same claim form.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Less to read meant visitors reached the form sooner, while their intent from the ad was still fresh.
- Paid visitors who had already clicked an ad about tax rebates likely needed less persuading than a long page assumed.
- The rise in completed claims was larger than the rise in click-through, which hints the short page also sent people in with clearer expectations. That is our reading, not something the source measured.
Caveats: About a month of paid traffic, but no traffic or claim counts and no confidence level were given.
Who ran it
Apexure ran this test for UK online tax rebate claims service and published the results (Apexure case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Apexure →
How to run this test on your site
- Hypothesis
- If we cut our landing page down to the essentials before the claim form, then more paid visitors will start and finish a claim because they reach the form faster with less to read.
- Primary metric
- End-to-end lead (completed claim) conversion rate
- Guardrails
- Lead quality or accepted-claim rate
- Landing page click-through to the form
- Cost per lead
- Who should test it
- UK lead-gen businesses that rely on long online claim, application or quote forms fed by paid traffic. Less likely to help when visitors arrive cold and need the longer explanation to trust you.
Questions
Are short landing pages better than long ones?
It depends on how much convincing visitors need.
Here, paid visitors converted better on the shorter page, but long pages can win for complex or unfamiliar offers.
How long should a landing page A/B test run?
Long enough to cover full weekly cycles and reach a reliable sample. These tests ran about a month each.
Should I measure clicks or completed leads?
Completed leads. Here click-through rose about 10%, but the completed-lead rate rose far more, and that is the number that pays the bills.
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