Case Study: JLA Group achieves rapid lead-generation growth with Freshmarketer

How one of UK's largest commercial services provider used CRO to ramp up lead generation engine

JLA Group, a leading commercial equipment services provider in the UK & Ireland, needed to ramp up lead generation from its relatively small but high‑value web estate. Already investing in PPC and SEO, the marketing team pursued conversion rate optimization and selected Freshmarketer for its all‑in‑one CRO features—A/B testing, heatmaps and session replay—to diagnose and improve their lead generation assets.

Using Freshmarketer, JLA ran 118 experiments in four months, ran A/B tests that produced statistically significant uplifts in clicks, and applied heatmaps and reliable session replays to uncover usability issues (solving prior broken recording problems). Freshmarketer’s tools helped the team prioritize UI changes, strengthen their lead‑generation engine, and deliver measurable improvements and cost savings versus their previous CRO tools.

JLA Group

Daniel Trindade

Marketing Manager & Optimization Lead