# Story-style franchise landing page: +75% weekly enrolment leads

- Outcome: Won
- Page type: Landing page (Lead-gen)
- Elements: Page layout, Copy, Form fields
- Date shared: 2017-03
- Test run by: [RevUnit](https://liftarchive.com/practitioners/revunit/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://unbounce.com/customer-case-study/school-of-rock/
- Page: https://liftarchive.com/test/school-of-rock-story-landing-page-template/

A 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.

## Result

**+75% weekly enrolment leads**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Cost per lead
- Guardrail: Lead-to-enrolment rate
- Guardrail: 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.

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Credit: RevUnit ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/school-of-rock-story-landing-page-template/).
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.