How conditional logic improves solar lead quality

▶ 0:00Good evening, tonight we're going to talk about using conditional logic in your conversion mechanisms or however you generate leads for your solar business. Okay, so on the left here in our funnel, this is our actual funnel for our core offer, where we say, you know, we'll generate you four or more installations per month while covering your ad spend. If you want to know more about that, get in touch with us. Okay, you'll see that it looks like we have 15 questions in our form. So we've got, you know, do you install for residential or commercial? What's the split between residential, commercial? Are you MCS certified? How many installs you do? Lots and lots of different questions. And this could be a real problem. You get drop-off progressively

▶ 0:41as you ask more and more questions. And if these are asked in a good way, a tailored way where you just have to tap, you typically don't get much drop-off at all. But if it's more extensive questions that people already have to think or type something, you will get drop-off. So how do we reduce that? And that's where conditional logic comes in. Okay, so when someone comes onto our form here, they enter their contact information and they go through to this page. Do you install for residential and commercial customers? If they click residential, it obviously doesn't then need to ask them what is the split between residential and commercial? If they click commercial, again, it doesn't need to ask them to split. It's only if they click the last option, residential and commercial that it

▶ 1:25needs to ask that question. Likewise, if they are just an exclusively commercial installer, we can probably skip the MCS question, or at least it's not of as much importance, right, as if they were doing domestic or residential installs. Same with some of the ones down here, right? So have you used an agency before? If they say no, then it makes no sense to ask them if they currently work with an agency because they already said that they've never worked with one. Same with this, are you running ads? You know, what are you currently spending on ads? They're not spending anything if they're not running ads. So you can start to see that based on the questions that someone answers, or sorry, based on the answers

▶ 2:04that someone gives, they have a different route through this funnel. And the number of questions that they actually will have to ask is probably in the range of six to nine, as opposed to the full 15. And that allows us to give a really tailored experience and get the right information from each individual visitor to this funnel, rather than just asking everyone questions that may not actually be of relevance to them. It allows us to almost, you know, when you're in a sales process, and someone says a reason as to why they want to do something, you should probably probe as to why you should ask them another question, a follow up question, you should try to relate it to something else that they've said, and really actually get to the bottom of why they're giving you that answer.

▶ 2:46And these conditional logic trees allow us to do that. They allow us to go beyond the surface level. Of course, you can apply this just as easily, if not even better in a solar context, you can ask people certain things about their goals, and then ask them more about that specific thing, if they answer certain things. You know, if there is a question that asks them if they're a homeowner, or a tenant, or a landlord, etc, you can ask them different questions based on that answer that they provide.

▶ 3:16You could even have a completely different split. If you are an installer that does residential and commercial, you could split it out into questions for residential customers, or commercial customers, if you've got a shared funnel. Lots of different options here. So that's all for now. But do let me know if you implement some logic into your forms, your lead gen forms, your solar business, I'd love to see how it goes and see if we can provide any recommendations on how to improve it. And as I said at the start, if you want us to generate you an additional four or more solar installations per month, every month using our tried and tested approach. I think if I go to the thank you page, it'll basically

▶ 3:53explain exactly what that is. We script your ads, we record your ads, we edit your ads, we run your ads, we often pay for your ads, depending on what offer you're on. If you meet our specific criteria, we nurture your leads, and then we repeat the whole process so that the machine really starts to churn. And that's what that's basically what we do in a nutshell to get in touch and have a lovely, lovely evening.