SYS/CASE
Growth & Performance · CRO · Landing pages · RX
SITL — leadgen landing pages: completion from 27% to 45%
By Mathieu Milon, AI engineer growth & CRO · Published
SITL trade show (RX). Rebuild of leadgen landing pages tied to logistics-blog white papers, template iterations and CTA tests on high-volume pages.
27% → 45% completion
Context
SITL, the logistics and transport solutions show run by RX, feeds an editorial blog — supplychaininfo.eu — and offers white papers for download against a form. Three landing pages (logistics optimisation, WMS comparator, CSR strategy) were the capture point to optimise.
Problem
Download landing pages were stuck at 27% form completion: a lot of qualified blog traffic reached the lead magnets, but few visitors finished the sign-up.
Approach
Iterate on landing-page templates, work on web performance (SEO + UX) and test CTAs on high-volume blog pages to push toward the lead magnets.
01
Template iterations
02
Web performance (SEO + UX)
03
CTA tests on the blog
Template iterations in detail
The same leadgen template serves the blog white papers — logistics optimisation, WMS comparator, CSR strategy. Paper page, form on the right, cover on the left. Structure and CTA are reworked variant after variant, and only the winning template is rolled out.
Web performance in detail
SEO and UX are worked on the same pages rather than separately: a fast, readable landing completes its form better, so web performance serves conversion as much as ranking.
CTA tests in detail
CTAs are tested where traffic is strongest: high-volume logistics-blog pages, the ones that can push toward the lead magnets. Optimize-style variants, call made on Google Analytics data.
Tools
- WordPress
- Google Analytics
- Optimize-style variant tests
Where AI comes in
Nowhere — 2019-2021 engagement, this is the comparison point. Today, template variants would be generated and analysed in days rather than weeks, but the decision mechanic would stay the same.
Results
27%
initial completion
45%
winning templates
+66%
form completion
| Step | Completion rate |
|---|---|
| Before | 27% |
| After | 45% |
+66% completion on white-paper landing pages. Axis graduated from 0 to 100%: the bar shows the share of the form actually completed, not just the gap.
Takeaway
- 1
The template is a lever in its own right: a few structured iterations on the page beat extra media budget.
- 2
Test the CTA where traffic is strong: high-volume blog pages are the best ground to push toward lead magnets.
- 3
Web performance serves conversion as much as SEO: a fast, readable page completes the form better.
Visuals
Next.js reconstructions in SITL colours: three white papers and two webinars, five different templates. The form is a demo — no data is sent.
Logistics-optimisation white paper: form on the right, cover on the left Open the landing → 
WMS-comparator white paper: a reading grid, not a ranking Open the landing → 
CSR-strategy white paper: a measurable plan, not a manifesto Open the landing → 
Live last-mile webinar: registration, limited seats. Open the landing → 
Three-webinar intralogistics series: pick your sessions. Open the landing →
Related expertise: CRO, Landing pages, AI engineering.
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