Why are the number of applications different for the two sites?

Question

Search Engine Optimization

There are two sites, accounting software. Both are in the top 5.
Attendance is from 100 to 200 people per day.
At the same time, there are many applications on one site, few on the second.
The design is not very different.
The prices are the same (the software is the same)
Two sites are being promoted by the two largest SEO companies.

1. What could be the reason for the poor conversion of one of them?
2. Do applications (leads) depend on promoters in general?

Answer 1

It is possible to cheat visitors on one of the sites. Not necessarily bots - maybe schoolchildren who are paid a penny by your SEO company to visit your site. Such, of course, are not converted into leads in any way.