Client: National Training & Education Provider
Sector: Online & In-Person Learning
Focus Area: Lead Generation & CRO
Location: United Kingdom
The Problem: Great Traffic, But No Real Growth
The client had invested heavily in paid ads and organic visibility, but their contact forms weren’t converting. Their website was visually fine, but data showed users dropping off mid-funnel, especially on mobile.
They didn’t need more traffic. They needed more action. That’s when they partnered with BNL Digital Solutions, a conversion-focused creative agency in the UK, to fix the friction and improve performance where it counts — lead generation.
What We Did (Differently)
Funnel Mapping with Intent
- Tracked user paths from ad to lead using GA4 + Hotjar
- Discovered 3 key friction points causing drop-offs
- Identified mobile form issues & slow load on CTA sections
Landing Pages Built for Action
- Crafted performance-focused landing pages with proven psychological triggers
- Used urgency-based CTAs and added social proof in the right moments
- Designed layouts built around scroll behaviour and attention spans
Form Fixes That Worked
- Introduced multi-step forms to avoid overwhelm
- Used inline validation & microcopy to guide users smoothly
- Reduced fields by 30% only the essential info
Smarter Retargeting, Real Nurture
- Dynamic retargeting ads based on user actions (e.g., form start but no finish)
- Email workflows that delivered relevant value before pushing for the sale
- Lead magnets repositioned as quick wins (not generic PDFs)
The Results in Just 90 Days
Metric | Before BNL | After BNL |
Landing Page CVR | 3.1% | 8.7% |
Monthly Qualified Leads | 120 | 460 |
Form Abandonment Rate | 62% | 29% |
Cost per Lead | £28.50 | £9.40 |
Email Nurture Engagement | 7% | 22% |
Key Takeaways
- Conversion is a system, not a single fix. When every step in the funnel works together, results multiply.
- Small details, big wins. Microcopy, load times, and CTA timing made the biggest difference.
- You don’t need more traffic if your funnel leaks. Fix the flow, and watch your cost per lead drop.
Why BNL?
At BNL Digital Solutions, we blend creativity with conversion science. Whether it’s lead generation services UK, form optimisation, or CRO consulting, we don’t just build pretty assets we build performance.
Ready to convert more clicks into customers? Let’s talk.