An ROI report in exchange for five numbers

Rippling’s ROI calculator asks for headcount and a few staffing numbers and promises a personalized savings report on the right. The empty report panel is the hook: it shows the visitor exactly what they get for finishing the form.

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rippling.com/roi-calculator

What we’d improve

Conversion opportunities we would validate with controlled experiments, not cosmetic opinions.

Sharpen first-screen message match

For Rippling, turn “An ROI report in exchange for five numbers” into a dedicated Google Ads hero variant. Carry the ad’s exact promise into the headline, supporting proof, and one primary CTA without introducing a broader second story above the fold.

Why we’d test it

A tighter promise-to-page transition will reduce the orientation work required after the click.

Measure: Hero CTA rate by campaign and ad group

Move the result ahead of the gate

Reveal a useful result range before requesting contact details, then gate the detailed breakdown or saved report instead of the first answer.

Why we’d test it

Demonstrating value before the lead gate will increase both calculator completion and lead quality.

Measure: Result views and qualified-lead rate

Upgrade decision-stage proof

Rippling should show time-to-value, implementation effort, and a result from a company with comparable headcount and hiring complexity. Put the strongest evidence immediately after the hero and repeat the relevant proof beside the final CTA.

Why we’d test it

Specific, proximate evidence will answer the highest-risk objection before it becomes a reason to leave.

Measure: CTA conversion after proof exposure

Why it works

The result panel is visible before the visitor types anything, so the payoff for completing the form is never in doubt.
A headcount slider with sensible defaults makes the first field effortless and the rest feel short.
The consolidation pitch, HR, IT, payroll and finance in one platform, is stated in the subline so the calculator is framed as savings rather than software.

Built for clicks from

HRIS pricingpayroll software ROIconsolidate HR and IT toolsLinkedIn: HR and finance leaders

If this page were dynamic

Pre-set the headcount from the LinkedIn company-size audience so the report is one click away.
Emphasize different modules per keyword: payroll savings for payroll searches, device management for IT searches.
Send enterprise results to a demo booking and small-business results to self-serve pricing.

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