A Guide to Conversion Rate Optimization

Here are our best tips and tools for conversion rate optimization in your lead generation campaigns

Your lead generation marketing campaigns have launched. You’re starting to see interesting analytics on your efforts. You’re seeing a steady flow of leads come in, but is it enough? Could anything improve how many leads are filling out that form? What type of conversion rate should you expect?

All of these questions you might be thinking relate to Conversion Rate Optimization (CRO). In simple terms, CRO refers to how you can improve lead generation tactics and technologies to turn your website visitors into leads. We’ll show you today’s best practices to improve your conversion rate along with some tools that can be beneficial as well.

What is Conversion Rate Optimization?

To start, your conversion rate is the number of times a user completes a goal, divided by your site traffic. A conversion can refer to completing a goal (AKA filling out a form, downloading content, etc.), and/or completing a purchase. Your conversion rate gives you more insight into how potential leads are interacting with your site and call-to-actions (CTAs).

CRO can take place once you know your initial conversion rate. CRO is the process of analyzing, optimizing, and improving your lead generation efforts to increase your conversion rate.

If you are allocating budget towards driving traffic to your site, you want it to be worth your money, right? CRO helps you improve upon your foundation to drive more leads (and eventual purchases) from your website visitors, which results in better use of your marketing budget, i.e. ROI.

Tools to Help With CRO

If you’re ready to get started with CRO, here are some tools to help:

Google Analytics

Make sure you have Google Analytics setup for your website if you don’t already. This will help determine the details of web traffic on your site, and you can also set goals for when users submit a form or make a purchase. Setting goals in your Google Analytics help you determine your conversion rate based on the formula outlined above.


We recommend utilizing a landing page software that would allow you to create landing pages for your various marketing campaigns. A landing page is a standalone web page that you can drive traffic to in hopes that they will fill out a form or complete a purchase. We utilize Instapage to capture information from potential leads utilizing forms that can match our branding. We also integrated Mailchimp with Instapage so that we can automatically send an email to the person that completed the form.


We recommend using a heat mapping and screen recording platform, like Hotjar, to capture how users interact with each page of your site. Hotjar uses a tracking code on your site that shows you heat maps of where visitors spend time on your site and where they may navigate away. Hotjar can also record certain sessions so you can see a live view of how they interacted with your site from the user’s point of view. Knowing this information enables you to adjust parts of your site to make the experience better for visitors, so they can find the information they need and hopefully convert to a lead. 

Google Marketing Platform 

Once you have analyzed how to best improve your landing page or website, set up an A/B test to try out different versions. Our favorite way to A/B test pages is through the Google Marketing Platform, which allows you to set A/B tests up for free. This can help you confirm assumptions you’ve made from all your analyses and decide exactly which version of your landing page or website (hence version A and B)  compels your audience to convert.

Best Practices

  • A/B Testing: When A/B testing, test out just one or two changes. If you change multiple items on a landing page, you might not be able to determine the cause of a lower or higher conversion rate. Some elements to start testing could be: the length of the form,  the Call-to-Action (CTA), or how your content is written. There are many factors you can test, but start out small and run for at least two weeks to get a good amount of data in to analyze.
  • Call to Action: The best CTAs are clear and instill a sense of urgency for the visitor. Do not beat around the bush as to what you want your customer to do. Be straightforward and direct, so they better understand what they are getting by filling out a form.
  • Add Value: Always make sure you are adding value with what you provide after the form-fill. People may be apprehensive in giving their information, for fear of being bombarded by communication that isn’t useful. In any communications to a lead, always remember how much you value your own privacy and time when it comes to marketing messages.
  • CRO is No Guessing Game: Always back up your claims as to why a tactic did or did not perform based on the data you have gathered, not by hunches or guesses. You want to make strategic decisions based on the results of your marketing campaigns.

Conversion Rate Optimization for lead generation should always be top of mind. Lead generation is a long term and ongoing digital marketing strategy that will greatly benefit your business. Your team should always be analyzing your data and seeing how you can improve. It will directly impact your potential customers’ experiences with your business and will hopefully get them to convert to leads (which you can then nurture to customers).

If you want to improve your conversion rates, we can help through strategic lead generation and lead nurture strategies. Contact us to talk more.

About the author

Adrianna is a marketing consultant for Kadence Collective and Kadence Digital. She is a content creator fanatic and loves creating campaigns both paid and organic to help companies meet their goals. In her free time, she likes to explore the city of Austin, trying new restaurants, going to concerts and networking with others.