Direct Comparison
| Metric | Lead Gen Forms | External Landing Page |
|---|---|---|
| Average conversion rate | 10–15% | 3–5% |
| Average CPL (SEK) | 85–150 | 130–250 |
| Data quality (email) | Verified LinkedIn email | Manually entered |
| Mobile experience | Excellent (native) | Varies |
| A/B testing | Limited | Full control |
| Lead quality | High volume, variable quality | Lower volume, higher intent |
Why Lead Gen Forms Deliver Lower CPL
Lead Gen Forms auto-populate name, email, job title and company from the user's LinkedIn profile. This eliminates friction – the user doesn't need to type anything, and it takes 10 seconds to submit the form without leaving the LinkedIn app.
The result: conversion rate typically triples compared to external landing pages. Since CPC is the same, CPL drops proportionally.
Calculation example
1,000 clicks × 8 SEK CPC = 8,000 SEK in spend
Lead Gen Forms (12% CVR): 120 leads = 67 SEK CPL
Landing page (4% CVR): 40 leads = 200 SEK CPL
Lead Gen Forms (12% CVR): 120 leads = 67 SEK CPL
Landing page (4% CVR): 40 leads = 200 SEK CPL
When Should You Use an External Landing Page?
Landing pages are better when lead quality matters more than volume. A person who actively navigates to your site and manually fills in a form has stronger purchase intent. This is appropriate for high-ticket products or services with long sales cycles.