Driving lead generation and conversion rate optimisation (CRO) for SearchPilot

SearchPilot worked with Articulate Marketing to improve lead generation, optimise conversion rates, and refine user journeys across their website (which we also designed and coded - see the website case study). Through a series of targeted CRO interventions and the development of an interactive quiz, we helped SearchPilot boost engagement, capture more leads, and improve the effectiveness of their ‘request a demo’ and ‘contact’ pages.

The result? More conversions, better user experience and a clear, measurable uplift in inbound leads.

About SearchPilot

SearchPilot helps SEO teams run rapid, revenue-boosting testing programs for large, mission-critical websites. By enabling server-side A/B testing to measure the impact of changes on organic search traffic, they allow teams to deploy tests quickly without altering source code. Their proprietary analytics model ensures precise measurement of SEO performance, empowering businesses to make data-driven decisions that drive growth.

Challenge

Although SearchPilot already had a strong website and an engaged audience, they faced challenges with their conversion rates, particularly in the middle of the funnel between initial curiosity and the final sale. The key issues included:

• Low engagement and conversion rates on key lead generation pages, including the ‘request a demo’ and ‘contact’ pages
• A need for more engaging lead capture opportunities beyond traditional forms and call to actions (CTAs)
• Lack of a clear conversion rate optimisation (CRO) strategy, with untapped opportunities to improve form submissions and user experience

To drive more inbound leads and improve the efficiency of its conversion funnel, SearchPilot needed assistance optimising its key pages, introducing engaging lead magnets, and tweaking website elements to improve conversion rates.

Solution

Articulate Marketing worked closely with SearchPilot to design and implement a series of CRO interventions and lead generation initiatives aimed at boosting engagement and form submissions. Each intervention included:

• A hypothesis based on data and expected results
• Metrics to measure effectiveness
• An allocated budget and resources

With this methodology and plan in place, our approach focused on:

• Launching a gamified experience – challenging users to test their SEO knowledge against artificial intelligence (AI), designed to attract and engage high-intent visitors.
• Optimising the request a demo page – refining copy, reducing form friction and testing an embedded booking widget.
• Improving the contact page – adding social proof, simplifying the form and introducing a clear user journey.
• Introducing newsletter sign-up improvements – making it easier for visitors to subscribe and engage with SearchPilot’s content.
• Implementing gated content downloads – turning high-performing blog posts into lead generation assets with a ‘download PDF’ option.
• A/B testing CTAs and pop-up forms – ensuring data-driven decision-making on key engagement elements.

Each intervention was designed to remove friction, improve the user experience, and drive more conversions.

Making an impact: what we did

Interventions included:

• Designed and launched the “Can you beat AI?” quiz, generating engagement and capturing hundreds of high-quality leads
• Refined the request a demo page, reducing form friction and improving the CTA structure
• Introduced a two-column hero form on the contact page to make it easier for visitors to take action
• Implemented in-blog CTAs and gated content downloads, turning high-traffic blog posts into lead magnets
• Tested pop-up forms and banners, optimising visibility without disrupting the user experience

Results

By refining user journeys, introducing an engaging lead magnet in the form of an interactive quiz, and improving conversion touchpoints, SearchPilot saw a significant uplift in lead generation, with clear, measurable improvements across key pages.

In numbers

• 400 incremental leads over six months
• 2.3x increase in newsletter sign-ups following CRO updates
• Hundreds of additional CTA clicks per month
• Blog content now generates leads as well as traffic

What’s next?

With these CRO improvements in place, SearchPilot is well-positioned to build on this momentum. Ongoing testing and refinements will ensure that conversion rates continue to improve, helping SearchPilot generate even more high-quality leads and business opportunities.

Looking to improve your CRO strategy?

We specialise in data-driven CRO and lead generation strategies that deliver measurable results.

Get in touch today to see how we can optimise your website and improve conversions.