# Shorter landing page before a claim form: 1.02% to 1.77% conversion

- Outcome: Won
- Page type: Landing page (Lead-gen)
- Elements: Page length
- Date shared: 2023-03
- Test run by: [Apexure](https://liftarchive.com/practitioners/apexure/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://www.apexure.com/case-study/b2c-agency/
- Page: https://liftarchive.com/test/reclaim-my-ppi-tax-shorter-landing-page/

Replacing 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.

## Result

**1.02% to 1.77% conversion**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Lead quality or accepted-claim rate
- Guardrail: Landing page click-through to the form
- Guardrail: 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.

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Credit: Apexure ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/reclaim-my-ppi-tax-shorter-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.