Webinar Landing Page Test
—— Scroll Down
—— Overview
SuiteSpot ran a live webinar, "Beyond the Hype: How AI Is Cutting Maintenance Costs," for property management operators and maintenance leaders. I designed the LinkedIn ads and the registration page, and ran the A/B test. The marketing manager owned the campaign strategy.
The usual advice is to shorten the form. The page that won did the opposite: it asked for more, and converted at 2.5x the rate.
Worked with
Date
My role
TOOLS
—— Results · HubSpot, Mar-Apr 2026
Conversion Lift
LinkedIn ad impressions
Registration rate, V1 vs V2
—— Challenge
A webinar registration has two steps that can fail: the ad has to earn the click, and the page has to turn that click into a sign-up. I owned both, so I could design them as one experience and test where it broke.
—— Solution 1
Ad creative: motion that earns the click
I made two ad formats: static images and a 3D animated GIF. Motion is harder to scroll past in a LinkedIn feed, and the GIF drew noticeably more engagement than the statics. It also set the bar for what came next. Anyone who clicked arrived expecting something more polished than a standard lead-gen ad, so the landing page had to keep that promise.
Impressions
Engagements
—— Solution 2
Landing page: the longer form won
I ran a split test in HubSpot, with traffic divided between two pages over the same period. V2 took the standard route: a short form pulled into view with no scrolling, to cut friction. V1 did the opposite. It opened with a full hero that matched the ad, and asked for more: job title and portfolio size on top of the usual contact fields.
V1 won, 31% to 12%. I think two things worked together. The hero carried the ad's production value onto the page, so the experience didn't drop off between click and form. And only someone who actually manages a portfolio can answer "how many units?", so people who weren't a fit left before submitting instead of after.
Conversion
—— Results
—— What I'd do differently
This test changed two things at once: the hero and the form length. V1 clearly won, but I can't say which change did more of the work. Next time I'd test them one at a time, starting with the form fields, so the result tells me what to keep.
