Website Conversion Case Study: How A/B Testing Increased Lead Generation 92% For An Industrial Manufacturer

Their manufacturing business was already getting a steady flow of website traffic through SEO, Google Ads and content marketing. However, like many businesses, they knew there was an opportunity to generate more leads from the visitors they were already attracting.

As part of an ongoing marketing programme, we implemented a conversion rate optimisation strategy focused on testing and improving key landing pages.

Website Converting At Just 0.2%

While the website was generating traffic, some product areas were converting at very low rates, in some cases as little as 0.2%.

The client wanted to:

• Increase website conversion rates
• Generate more enquiries
• Improve lead quality
• Maximise the return from existing website traffic

Rather than simply driving more visitors to the website, the focus was on helping more existing visitors take action.

Introducing A/B Testing

We implemented a series of A/B tests across key lead generation pages.

Each test compared the existing version of a page against a revised version featuring improvements based on conversion rate optimisation best practice.

The changes included:

• More direct and customer-focused messaging
• Stronger headlines
• Improved page layouts
• Better visual emphasis on key content
• Additional testimonials and trust signals
• More engaging subheadings
• Clearer calls to action

Every change was measured and validated through controlled testing rather than assumptions.

The Results

92% More Lead Submissions From The Brochure Landing Page

One of the most successful tests focused on a brochure download page.

The original version generated 25 submissions and 22 new contacts.

The revised version generated:

• 48 submissions
• 38 new contacts

This represented a 92% increase in conversions.

64% More New Contacts From The Quote Request Page

A second test focused on a key quote request landing page.

Version A generated:

• 11 submissions
• 4 new contacts

Version B generated:

• 18 submissions
• 13 new contacts

The revised version significantly outperformed the original page.

More Than £147,000 In Opportunities Generated

The improved quote request page didn't just generate more enquiries.

The contacts generated through the winning variation were associated with:

• 11 deals
• £147,464 in deal value

Compared with:

• 9 deals
• £110,744 in deal value

for the original version.

One Test Helped Generate A £45,000 Customer Opportunity

One of the leads generated through the brochure landing page testing programme resulted in a sales opportunity worth approximately £45,000.

This demonstrates the enormous commercial value that can be created through relatively small improvements to website conversion rates.

The Business Impact

Many businesses assume they need more website traffic to generate more leads.

This project demonstrates the opposite.

By improving how existing visitors interact with the website, the client generated significantly more enquiries, more opportunities and greater pipeline value without needing to increase traffic levels.

Combined with ongoing SEO, paid advertising and content marketing activity, these conversion rate improvements helped contribute to an overall website conversion rate increase from 1.82% up to 5.83%.

The Power Of Website Conversion Rate Optimisation

This case study shows what can happen when you focus on conversion rather than traffic alone. This manufacturer already had website visitors, but too few of them were turning into enquiries. By combining user behaviour tracking, expert UX recommendations and ongoing development improvements, we helped them increase their website conversion rate significantly, meaning:

• Lower costs per lead and costs per action in PPC/Google Ads
• Improved ROI from SEO, PPC and ALL marketing investments
• Less frustration from website visitors
• More credibility and trust
• Better value for money from all marketing investments going forward

See How We Can Help Your Business: Book A Call Today!

Since 2004, we have developed a marketing system designed to help you get more leads, build and market to a database and, ultimately, get more sales.

To start the ball rolling, book a call with one of our experts to see how we can help your business using the calendar below.