Story-style franchise landing page: +75% weekly enrolment leads
Commentary byLiftArchiveOur analysis, not theirsA new story-style landing page for one School of Rock location lifted average weekly enrolment leads by 75% and cut cost per conversion by 50%.
RevUnit ran the pilot, and it was published as an Unbounce customer story.
This was a before-and-after comparison, not a split test, and several changes shipped together.
- Average weekly conversions: +75% versus the location's earlier performance.
- Cost per conversion: -50%, with the source saying the leads came on half the budget.
- After rollout to 160+ locations, with headlines matched to search terms and new campaigns, monthly conversions rose 250% and cost per conversion fell 82%. That later result mixes in many more changes.
The change
Dense page with long form replaced by clear story sections, reviews and short form
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Each franchise had its own PPC landing page with a long embedded lead form and dense copy that was hard to scan. The pages were slow and did not echo the ads that sent the traffic.
Variant
A single new template for one location, with clear sections on who, what, where and why, customer reviews, tighter copy and a shorter route to the form.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Clear sections let parents and students quickly find what they need: what the school is, where it is and why it's different.
- Reviews give social proof for a local business that visitors may not know.
- A shorter path to the form, with fewer fields, reduces the effort to enquire.
- Better PPC pages can also raise Google Quality Score, which lowers click costs and helps explain the drop in cost per conversion.
Caveats: This was a one-location pilot measured against past results, not a split test, so seasonality and ad changes may play a part. Layout, copy, reviews and form length all changed at once, and the data is from around 2017.
Who ran it
RevUnit ran this test for music school franchise (enrolment leads) and published the results (Unbounce customer story). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on RevUnit →
How to run this test on your site
- Hypothesis
- If we rebuild our location landing pages into short, clear sections with reviews and a shorter path to the form, then more paid visitors will enquire because they understand the offer faster and face less friction.
- Primary metric
- Lead conversion rate from paid traffic
- Guardrails
- Cost per lead
- Lead-to-enrolment rate
- Page load time
- Who should test it
- Franchise and multi-location lead-gen businesses running PPC to dense or slow location pages. Start with one location as RevUnit did, and run a proper split test if traffic allows.
Questions
How should franchises build PPC landing pages?
Use one tested template per location with local details, clear sections and a short form.
School of Rock piloted one location first, then rolled the template out.
Does a shorter lead form help enrolment pages?
Usually it reduces friction. In this pilot it was one of several changes, so its share of the 75% lift is unknown.
Is a before-and-after pilot as reliable as an A/B test?
No. Before-and-after results can be moved by seasonality, budget and ad changes.
They are useful for direction, but a split test gives cleaner proof.