If you’re running high-volume lead gen campaigns or managing performance marketing for clients, you know the pressure: deliver more leads, better quality, and do it fast.
But what if I told you that we increased a LeadCapture.io user’s daily lead velocity by 15% without having to buy more traffic?
And without having to go through the typical slow, one-variable-at-a-time CRO routine?
P.S. Want to calculate and boost your lead velocity rate?
Our Lead Velocity Rate Calculator is just one of many AI Agents available inside LeadCapture.io, built to help you capture more (and better) leads, faster. Try the free version of our lead velocity rate calculator here.
Why Lead Velocity Deserves More Attention
Most marketers obsess over conversion rates—and don’t get me wrong, that’s important. But one metric that often gets overlooked is Lead Velocity Rate (LVR): how many qualified leads you’re actually generating per day, per week, or per month.
Here’s the thing: a higher conversion rate should lead to increased lead velocity. But if you’re not tracking it, you’re missing the bigger picture.
The added benefit? Quantifying performance by lead velocity rate is incredibly client-friendly.
Telling your client “we increased conversion rate by 1.3%” might not mean much to them.
By saying, “You’re getting 16 more qualified leads per day than last month” is tangible and powerful.
It makes the value of your optimization efforts obvious and makes you look like the results-driven expert you are.
(image)
This post is for the doers—the marketers and lead gen agencies who don’t have the luxury of infinite traffic like Google or Meta.
You might get a solid volume of leads, but not enough to test every tiny detail in isolation. You need wins, fast. So we focused on high-impact changes and made bold, strategic moves instead of obsessing over button color tests.
Let’s unpack how we did it and how you can apply this approach to your funnel.
What Is Lead Velocity Rate?
Lead Velocity Rate (LVR) is the rate at which you’re generating qualified leads over a defined period of time. It’s calculated using the lead velocity rate formula below:
How do you calculate lead velocity rate?
LVR = (Number of Qualified Leads This Period – Last Period) / Last Period x 100
It’s not just a vanity metric and its not about about showing off. It’s about harvesting performance and showing CRO efficiency in action. The faster your optimized system, the more leads you can gather in less time.
If your LVR slows down, your pipeline dries up. If it speeds up, your pipeline fills faster and conversions scale.
Most marketers look at total leads or cost per lead (CPL). But lead velocity rate shows you how fast you’re feeding the beast. And in this case, our user went from generating ~109 qualified leads/day to ~125 qualified leads/day—a 15% increase in daily lead velocity, despite 38% less traffic over the timeframe.
TL;DR: What Changed?
This user was using LeadCapture.io’s multi step forms and had a pretty good conversion rate right out of the gate. But he wanted more (and who doesn’t?) so he reached out to us to get some insights on where he could optimize his funnel.
Using LeadCapture.io’s step-based form analytics, we were able to quickly identify where the leak was occuring.
We then jumped on a call and made bold UX and form funnel changes and focused on reducing friction at the top of the funnel, especially around the Name and Email fields.
We made bold UX and form funnel changes and focused on reducing friction at the top of the funnel, especially around the Name and Email fields.
Here’s the before/after snapshot:
3/1 – 4/1
- 26k views
- 3.5k leads
- 13% conversion rate
- ~109 qualified leads/day
4/2 – 4/21
- 16k views
- 2.5k leads
- 14% conversion rate
- ~125 qualified leads/day
Seems like a small lift, but check out how many additional leads he’s generating per day.
Also, despite lower traffic (based on the second timeframe being shorter), his conversion rate improved slightly and his daily lead velocity went up—proving it wasn’t just volume, it was quality and qualified lead velocity rate.
Step 1: Ditch the Tiny Tests, Focus Impact
We didn’t sit down and layout 10 weeks of tiny A/B tests.
Why? Because:
- He’s not Google. He didn’t have 100k+ hits/day.
- We don’t have time. The opportunity cost of waiting is too high.
- Best practices aren’t best for everyone.
Instead, we asked: Where is the biggest drop-off happening?
Then we looked at both of the key funnel flows.
One flow had a more traditional layout. The other had more modern UX, frictionless progression, and clearer copy.
We saw massive gains in the second flow, especially on the first step.
Step 2: Nail the First Impression
In the updated flow, we improved the conversion rate on the “Name” field from 49% to 70%. That’s a 42.9% lift in people interested in parting with their contact details.
Why it mattered:
- Top-of-funnel friction = instant death.
- If people don’t start, they’ll never finish.
- In this case, the client’s lead gen model relies on partials and progressive data capture. Every step matters.
We rewrote copy, adjusted the layout, and made it feel easier, all in about 45 mins. No overthinking.
Step 3: Email and Phone Optimization
Even modest improvements here contributed to the overall lead velocity rate lift:
| Step | Before | After | % Increase |
|---|---|---|---|
| 75% | 80% | +6.7% | |
| Phone | 86% | 87% | +1.2% |
| Email (Flow B) | 86% | 91% | +5.8% |
| Phone (Flow B) | 90% | 93% | +3.3% |
When you stack small percentage gains on top of a large gain (like Name), lead velocity compounds.
Step 4: Embrace Flow-Specific Optimizations
Creating an updated flow with a different layout and logic was a bold move. It wasn’t just a color swap, it was:
- Clearer prompts
- Offer adjustments
- High Impact UX updates
- Reassuring microcopy
Step 5: Track Lead Velocity Rate Like a Hawk
Most marketers look at total leads or CPL. But we tracked:
- Leads per day
- Completion rate per step
- Partial submissions
- Time between view → form start → submission
- Qualified Lead Velocity Rate (LVR) using the lead velocity rate formula
That helped us catch micro-friction points that would otherwise go unnoticed.
Key Takeaways for Lead Gen Agencies & Performance Marketers
If you’re running lead gen for clients or at scale, here’s what matters:
- Focus on lead velocity rate, not just conversion rate. More qualified leads per day = more data, faster iteration.
- Don’t over-index on best practices. Your clients aren’t Google. Move fast on things that feel high-impact.
- Measure per-step conversion. If Name is leaky, fix that first.
- Build optionality. Test dramatically different paths, not just micro-variants.
- Fix the first impression. The first field is the make-or-break moment. Nail it.
Final Thoughts on A/B Testing and Lead Velocity Rates
As a parting thought, If you want to increase lead velocity rate (LVR), you don’t need 100’s of rounds of micro-tests. You just need a clear understanding of where you’re losing momentum, and the guts to fix it fast.
Stay focused. Test big. Move fast. That’s how you increase LVR without wasting time.
