in Google analytic you can track clicks...use that option so can get clear view of visitor...try to control your bonce rate...
There is no such particular rule or guide lines available to convert a visitor into a business lead but yes Multi-variant Testing can help you; Give it a try. Now lets come to your second question; Yeah, you can track the conversions in Google Analytic by setting your website's "thank you" page as the goal. As a customer reaches to the "thank you" page of your website, Google Analytic track the conversion & will show you the same. Hope this help..!!