We have a number of service based businesses that define a primary conversion as a phone call. The easiest way to generate these calls is to include a click to call button (we also define a conversion in other packages with the click to call).

When split testing two seperate landing pages (and generally offers) to determine which one works best the opt in form limited the actual results on the page (given that 80% of the leads are phone calls).

Please create something that allows us to define what a lead is (beyond and opt in form) so we can have a clear cut results in terms of conversion rate optimisation on the landing page. It has been done with Unbounce and they have all the buttons lists with checkboxes that you can select if it's considered a conversion. Ideally we would like to select phone calls and form completions as "conversions" and not select click to email button or link clicks as conversions.

If you wanted to go a step further you could have "primary conversions" and "secondary conversions".