Data Driven Marketing


How to Double Your Leads with Lead Magnet Optimization

It’s a well-known fact that lead generation represents one of the most important components of any (online) business.

Leads are people who’ve come to your site and signed up to receive more information from you. One of the best ways to attract them is with a lead magnet – a free item or service like an ebook, video series or checklist, which people get for free if they engage with your site. 

It is a proven fact that people who get their own copy of your lead magnet are statistically more likely to buy from you than visitors who only see an offer on your website or blog. 

So how do you get your lead magnet in front of as many people as possible?

You do this with lead magnet optimization.

Let’s start from the beginning.

What is lead magnet optimization?

Lead magnet optimization is a process to get more people to opt in to receive information on your website. It’s a series of actions you can use to make your lead magnet as prominent and attractive as possible.


The opt-in rate represents the percentage of people who register for your email list out of those who come to your website. You can easily check where you are right now by using the following formula:

When it comes to opt-in rates, most people have between 0.5% and 1%. A good opt-in rate is 2% and an excellent one is 5% or more. 

Whatever yours is, you can increase it by using the tactics I’ll share in this blog post.


I will use examples from two of my clients: Paintable and Plan Your Federal Retirement.

Paintable helps people become better digital artists by selling online courses, tutorials and offering a lot of useful material. Let’s see how we managed to help them go from 3.49%, which was already a very good opt-in rate, to more than 9.3%.

Here are our starting numbers for Paintable:

To increase their number of leads, we did three things you can do on your own. They take some time and effort but they give you the results you need. I’ll share them in a bit.

The other client we’ll talk about is Plan Your Federal Retirement. They help US Federal Employees prepare for their retirement.

Here is how their numbers looked like when we started working with them:

Now let’s see what steps we followed to help both of them.



Paintable’s lead magnet was a set of free tutorials. It was already advertised on their homepage, but we wanted to make the lead magnet more visible and to clearly show its benefits.

This is how the homepage lead magnet looked before we started working on it:

Here is how the homepage lead magnet looked after our changes:

We changed the wording above the fold to give people more information about the free material. We also worked on strengthening the wording of the offer – adding “10 FREE Tutorials & Resources” instead of just “free resources”.

Now, once someone clicks on the Call to Action button, they see this pop-up:

A pop-up works extremely well in terms of increasing the opt-in rate. Instead of taking people to a new page, you just add a pop-up with a form where they can leave their email address and download the free resource you have for them.

The pop-up has precise & crucial information for someone interested in digital painting. No more – no less.

Also, it is important to remember that the wording needs to follow data protection rules known as GDPR. The law says that you can’t offer people a free gift in exchange for their email address, and then automatically subscribe them to the newsletter.. But, you can say that people who sign up for the newsletter will be sent a free resource.

We did the same thing for the other client, Plan Your Federal Retirement.

Here is how the lead magnet looked like before:

We changed it to a CTA button & banners:

Once clicked – it opens a pop-up:

We’ve also created a sitewide pop-up with a 30 seconds delay showing just enough relevant information for the audience. So now when people see the lead magnet, they know exactly what they’re signing up for.

After the analysis, we concluded that having a sign-up for a newsletter doesn’t work as well as having a lead magnet on your website. It’s not as appealing and people are more likely to just skip it and not take any action so if you have that on your page, make sure to change it.


Paintable already had more than 100 blog posts on their website. Adding lead magnets to all of them would be a long, time-consuming process, so we made a list of the most popular ones.

If you want to check which posts on your blog people read the most, you can do that by using Google Analytics.

Here is how to do it. Open your Google Analytics account.

Click on the “Behaviour” page.

You will see a dropdown where you need to click on the “Site Content”.

Open “All pages”.

What you see below is your content over a particular period. Change the date period so that you can see a longer period, preferably one or two years back. You may need to filter it to show only blog content. How easy that is depends on your URL structure. With luck, you can just go to the box marked with the red arrow on the picture below and write “/blog”, and that will allow you to see only the blog posts that you have on your website.

You can put them in order depending on the number of page views so it’s easier to make the list of the most popular blog posts.

Once you do that, use some 80/20 analysis. It’s like that the 20 most popular blog posts will have 80% of traffic. Start adding the lead magnet to them. Over time, you can work on lead magnet optimization for the rest of the list as well.

For Paintable we added two different pop-ups, inline buttons, and sections in three different versions across all the blog posts.

Here is one of the buttons we used:

It is a nice, clear call to action and it doesn’t take people to a different page once they click on the button. It brings up the pop-up that I showed you earlier.

Here is an example of an inline section we used:

We tried several different options and this one performed the best. It is a visual overview of what clients can get once they download the resource. The information about the material is clear. So is the call to action button. And again, it also brings up a pop-up instead of taking people to a new page.

The crucial thing about this is that the inline section is added within the blog post. So when people are going through the page, reading the blog post, they see the section with the lead magnet. It’s in the middle of the page. It gets people’s attention. Everyone sees it.

If the blog post is long, you can add two or three of those throughout the whole page.

Here’s another inline section we used:

It’s a different version of the same lead magnet which means you can use them together on different posts. Having various versions makes it more likely that people will sign up. You’re getting it in front of people’s eyes in slightly different ways.

For the other client, Plan Your Federal Retirement, we added a header banner to the blog posts pages. Here is how it looks:

People who clicked on the “SIGN UP NOW” button were taken to the pop-up I showed you above:

Apart from that, we also added a form at the bottom of some pages where it made sense:

So we used a number of different methods to get people to opt in for the same thing. 


Remove links and CTAs that are not relevant

On our clients’ website, there were lots of things that could distract potential clients, like an invitation to check the YouTube page or information about other products. That’s all great to have on the website, but it gives people too many options and they will most likely end up not doing the thing you want.

Have just one CTA per page

You want your customers to take a particular action. So get them to do one thing at a time. There is a saying “A confused customer never buys” and it’s true. If you have just one call to action, you can direct your customers to do the one thing you want most.

It’s fine to repeat the call to action multiple times on a page. In fact, it can be good. But don’t have more than one CTA. .


For Paintable, after implementing all the steps, we managed to improve our client’s opt-in rate from 3.49% to 9.30% and we almost tripled the number of leads per month.

For Plan Your Federal Retirement, the initial opt-in rate was pretty good, around 1.4-1.8%. Then something went wrong and it dropped to 0.54%. That’s when we started working with the client and after implementing all the steps we talked about, we managed to get it back on track, up to 3.37%.


Tracking your opt-in performance is important. We recommend tracking your main KPIs on a weekly and monthly basis. This is what our weekly Lead Magnet KPI Tracking Spreadsheet looks like:

You can see an increase in Lead Magnet Conversion Rate % through the weeks.


Once we make sure that our clients’ lead number is taken care of, we then start working on the next two things: building and implementing the webinar funnel and tripwire funnel. 

Both tripwire funnel and webinar funnel were explained in this blog post so you can go back and read it anytime you want. 

I hope that this blog post helped you understand how you can double your leads on your own. The key is to find the lead magnet that will attract customers, make it appealing, and put it in front of people so that they don’t miss it while visiting your website.
If you don’t have time to work on this by yourself or you feel like you need someone to guide you through this process, contact us.

We’ll increase your conversions by 20-100%