How to Convert 30 Percent of Visitors into SEO Leads: Landing Page Science

  • May 17th 2016
  • by Marvin Russell
How to Convert 30 Percent of Visitors into SEO Leads: Landing Page Science

Our goal at MySiteAuditor is to help SEO companies, web design firms, and digital marketing agencies generate more sales leads than ever before using our embedded, white-labelled audit tool. And we’re really good at it: to date, our tool has generated almost 250,000 sales leads for our customers.

We always try to help each and every one of our customers get the most out of our product, and generate the most sales leads possible for their agency. Yet even so there are huge differences between our most successful and least successful customers: our highest-converting customers convert over 30% of their visitors into leads, while our lowest-converting customers convert only around 1% (similar to your typical, boring contact form).

This really made us want to know: What makes our high-converting customers’ landing pages so effective? How can digital marketing agencies use our audit tool to generate more leads than ever before?

While we could draw on our personal experience to answer these questions, we wanted to take a more scientific approach and let the answers come from real data. To do so, we worked with Strong Analytics (a data science consulting firm based in Chicago) to analyze each of our customers’ landing pages with one of our audit forms on it using our own audit engine. These audits allowed us to characterize the content on the page, how fast it loaded, what kind of form they were using, and more (we audit for over 70 signals). They deployed cutting-edge machine learning classification algorithms to identify which page features predicted the highest conversion rates, leading to clear insights in to the factors that increased conversion rates.

Our analysis identified 9 critical factors that led to more conversions. Now, we could tell you about each of these 9 factors one-by-one but, in fact, we think our findings can be reduced to a much simpler story, and one with just 3 parts:

Our analysis identified these 9 features as critical to our customers' conversion rates. We grouped them into three categories: Audit Tool, Content, and Speed.

Our analysis identified these 9 features as critical to our customers’ conversion rates. We grouped them into three categories: Audit Tool, Content, and Speed.


Here are the 3 key things you need to do to convert more of your visitors into sales leads:

1. Use our biggest audit tool, the ‘Large’ form

The biggest factor predicting whether or not your visitors will become sales leads is the type of audit tool you embed on the page. We offer 5 distinct forms of the audit tool to embed on your site: Large, Page Takeover, Notification, Small, and Slim. Each of these forms caters to different kinds of site designs and contexts, and we always recommend you use several across your page for them to increase effectiveness.

But the form that consistently converts the most visitors into leads is the form we ever released, the Large form. Our Large form converts 8X as many visitors into our leads as our other forms combined, with an average conversion rate of over 10% across all of our customers’ landing pages.

Our Large form consistently converts more visitors into sales leads than our other forms, though our new Page Takeover form is pretty good too!

Our Large form consistently converts more visitors into sales leads than our other forms, though our new Page Takeover form is pretty good too!


Our next best-performing form is also the one we most recently added, the Page Takeover form. It is converting about 3% of all visitors into sales leads — not bad, but still only 30% of the Large form!

The key takeaway here is that, while you should use several different forms across various pages on your site, one of these forms must be the Large form if you want to generate the most leads.

Try MySiteAuditor Free for 10 Days!

2. Let the audit form be the sole focus of your landing page

Our next biggest finding (indicated by several factors in our analysis) is that simple pages generate the most sales leads.

Pages that had fewer words, fewer images, and fewer links converted the most visitors into sales leads.

Pages that had fewer words, fewer images, and fewer links converted the most visitors into sales leads.


The most important predictor of high conversion rates after the kind of form embedded was word count. Pages with the fewest words (i.e., who only had our audit form and nothing else on the page) converted almost 25% of their visitors into sales leads. In contrast, pages with lots of words (i.e., who buried the audit tool amongst a mess of content) typically converted less than 5% of their visitors.

Likewise, the pages that converted the most visitors into leads also had the fewest images and the fewest links. The patterns here are startling: those with the fewest links and images converted over 20X as well as pages that were bloated with them.

So keep things simple! A little bit of text and an audit form goes a long way when it comes to generating more sales leads!

3. Make sure that your page loads quickly

The final features identified as most important by our analysis all had to do with how fast the landing pages loaded. Landing pages that loaded quickly converted over 5X as many visitors into leads as pages that loaded slowly. This effect of loading time was strikingly consistent: for each second the user had to wait for the page to load, the conversion rate dropped by almost 1%.

Your visitors don't want to wait! We found that faster-loading pages generated way more conversions than slower-loading pages.

Your visitors don’t want to wait! We found that faster-loading pages generated way more conversions than slower-loading pages.


We also identified several sub-components that most affected loading time. Having inline CSS and JavaScript (which slow down pages because they can’t be cached between requests) lowered conversion rates by about 5%, as did the overall number of lines of HTML, with the highest-converting pages typically having the least amount of HTML.

Of course, some of these features relate to the point we already made above about keeping pages simple: the simplest pages also load the fastest. But the fact that things like inline CSS and JavaScript (which doesn’t necessarily affect page content) have such an effect on conversions suggests that these really are independently important features. Moreover, statistically, we see independent effects of both loading time features page content features.


Try MySiteAuditor Free for 10 Days! No credit card required


Sales never come easy, but we’ve identified 3 seriously easy ways to generate the most sales leads for your digital marketing agency:

  1. Embed our highly-effective Large audit form on your site (and maybe a few others too).
  2. Keep your pages simple, with as few words, images, and links as possible. Every bit of content lowers the chances that your visitor will take the time to run an audit (and give you their name, email, and phone number in the process).
  3. Make sure your pages load fast!
  • Great stuff Marvin, I have been using site auditor for a while now. To be honest I think I am getting a conversion rate of around 20 at the moment, so will take action. I must admit, that I found a lot of my competitors were actually using to tool and also using it against my own site: Not good, but I have taken it as a complement. Anyway keep up the good work guys

    • Graham,

      20% isn’t too bad! Just checked out your site. Looking good man.

  • Interesting read. Its good to see how UX plays a large part I the conversion process and it’s not all about visual appeal. Obviously UI plays a large role, but I’m finding that the graphics and graphs in this post lay hevily on the side of a user’s experience on the site – which translates into higher conversions.

    Thanks for a good read!

    • Hi Joe,

      Thanks for the feedback. Glad you liked the post.

  • I embedded a more custom looking audit for just below my header image on my homepage (see it here: and have had okay conversion.

    Driving FB ads to the large audit on a lander has had great success. When keeping track of the leads and putting them through a funnel, you can spend a bunch on FB ads and still have a great ROI all thanks to the free audit lead magnet.

    • Hi Brendan,

      The site looks great but the audit form is getting lost. Try adding it on on a very clean landing page with nothing else on it. Send your FB clicks there. (example 1) (example 2)

      Here are our best Practices:

      • Yeah, that’s a good point. I do have a dedicated audit form page that works okay, and looks like the second example you have there. I’ve found that adding a targeted heading to the page calling out a specific niche works well too.

    • Justin McGonigal

      What sort of targtting are you doing? Any tips? I’ve always had zero success with this.

      • For FB ads, you have to find a page that you mold an audience around that is more likely to be highly targeted. Then you match the ad to your landing page.

        For example, you could build an audience off of the American Bar Association page and target lawyers only. Since it’s likely that a very high percentage of people that like that page are practicing lawyers, it’s a good target.

        Then you create an ad based targeted only towards lawyers offering the free audit for their practice. On the landing page, you want to match the ad headline so they feel like they made the right click and want to convert.

  • ozneilau

    Good stuff, thanks Marvin!

    It’s amazing how impatient folks are and how many you lose for the sake of a couple of seconds page load time!

    • Technology has made us very impatient. I think the problem is that we are anticipate the page will take even longer to load as we wait. Here in Chicago, people often step into the street or lean across the El tracks to see when the bus or train is coming. On lookers often joke that looking for the bus or train won’t make it come any faster. But what they don’t understand is that the reason people look for the bus or train is because they simply want to know when it’s coming. It calms their nerves and their anxiety.

      Maybe if we knew when a slow loading page was going to load, we’d wait longer.

      Have a great day :)

  • How your Biggest audit tool Work in Our Website if Suppose i have website promotion website and i have more than 10000 Visitor per month and the conversion rate is 1000. Can you please help me to make my business more profitable and popular.

    • Send people to the page with your free audit tool. When they use your free audit tool they have to give you their name, email and phone #. Call or email them to ask if they need help with SEO or web design.

  • Hey Marvin. We’re using your audit form in multiple locations including a few buttons on our homepage that direct to the large form landing page seen here: Conversion rates for that page have been really high.

    The next step we plan on taking is building out our own form and then using your API to submit it over. While the embed script is a great feature for the standard user, we want to keep most of the code on our end so I’m very happy you have an API available. From reading the comments it sounds like we need to do some Facebook advertising next as well.

  • Thank you for this article I have to try this audit tool on my website.

  • karamath

    Hai sir,

    Post title was just tempting so now landed here article was nice

    Thanks for sharing.


  • Hi Marvin,

    Your post sounds good. Actually many of our website visitors are not getting converted into leads. Because they are visiting us with some Search engines. If they need some help, by promise they will make a call and that will converted as lead. I had tried this in my website and this is working.

  • amy_badger
  • This also happened at me, i had a lot of visitors but they didn’t subscribe to my newsletter, even that I tried pop-up, widgets, in post place where they get more techniques, but still nothing happened. I hope that by this technique will transfer leads.

  • Steve Erickson

    Were loving this tool, helps our conversions a lot.
    Thanks again,

  • Thanks for your informative article. We at PiXelz Center are ready to assist to your all image editing needs. Get more resources-

  • Philip

    Landing page plays important role in converting customer. You can use A/B testing before applying your landing page into live campaign.