How small funnel changes are cutting solar lead costs in half

▶ 0:00I hereby request to interrupt your Saturday evening with a very important video about conversion rate optimisation of perspective funnels. So let's jump straight into it. This is a funnel that we're running right now for the biggest solar installer in all of Ireland. When they first took us on, they wanted us to 3x the performance of their existing campaigns.

▶ 0:19Within three weeks, we had 5x the performance of their campaigns, i.e. we dropped their cost per lead by 80%. And that ad was actually translating to very, very strong cost per sale figures as well. Now, one of the ways that we've been able to do this is that we're constantly testing stuff. So Sam in our team is responsible for media buying as well as optimising our 40-ish lead conversion funnels, basically.

▶ 0:46So one test that we're running right now for Activate is literally just changing the image that is shown on the first page of the funnel. You've got this lovely image with a few vans outside with this nice Irish home there, versus this image that we've specifically taken on the shoot, framed it in a really nice way to make it look really nice, you know, position its head in a certain way that it's, you know, centre frame, got the panels, got the nice clean van, all that kind of stuff, right?

▶ 1:13And, you know, take a wild guess for how this has improved the performance of the campaign. Has it decreased cost per lead by 20%? That's pretty good. 25, maybe 30%. No, 56% better performance. Just from that one change, 56% better performance. Now, why is this particularly relevant for you? It's relevant for you because we are on our, it says V9 there, but we're probably on our 20th funnel variant.

▶ 1:42And when one of these changes has a significant impact, we start to roll it out across the board for all of our clients. Now, we've got a team that is literally, I mean, Sam is dedicated to doing this on a regular basis. It's not like we have one person that's trying to do absolutely everything within the business, right?

▶ 1:57When you work with solar and storage, you actually get a team that works alongside or latches onto your team. It's an extension of your team. And each person within that team is a specialist of what they do. And that's why we're able to get, you know, increases in conversion rate like this. Other examples, this one, eco-renewables, right?

▶ 2:16Again, just testing a difference in image here. We've got this nice house there that they've installed for. And then we've got Chris just literally pointing at some panels, a gateway in a Powerwall 3. And the conversion rate on that is wild, 13.24%. Again, that's almost a 100% increase on that one. All solar works, very similar situation.

▶ 2:37This time, the variant has underperformed against the standard. So this one, lovely shot again that was taken intentionally on the shoot day of Jesse in front of the van. Looks really nice. The colors are absolutely popping there. Versus a drone shot with Jesse in front of a really nice install, which is one of the main installs featured on the ads.

▶ 2:56So there's that kind of consistency between the ad and where they land, right? But unfortunately, that test looks like so far it's underperforming versus the sample. It's too early to tell. It's not enough conversions. But it's not just images we test. Even minor tweaks to the wording of the headline, for example, can have a massive impact.

▶ 3:16You know, you've got here 3% versus 4% there. And that doesn't sound like much. But again, that's a 23% increase. So we've literally just changed it from arrange your free solar and battery quote in 30 seconds to arrange your solar and battery quote in 30 seconds for free. It's literally just the order of the words. No change to the image, no nothing.

▶ 3:39And we've been able to command an extra kind of 30% in performance, which is going to obviously lead to a really nice influx in terms of the lead flow. I mean, Infant Energy only spending 2k a month and they've had 18 leads in the last week. So 500 by 18, £27 per lead. And it's because we've been doing this since we started working with them in August of 2024.

▶ 4:04You know, a year and four months ago-ish. Like it's pretty insane the kind of 1% increments and how they stack up over time. I'm sure you've seen that chart where if you get 1% better every single day, you end up the year like 40 times better or something like that, right? It's always about just making these little tiny adjustments that gradually stack up and stack up over time.

▶ 4:28And we accumulate and assimilate all of this data from all of these funnels to make decisions across all 40, but we're also running individual tests on each individual funnel. You know, the images, you can't use the same image for multiple clients, right? So these are pretty bespoke tests, but we might learn overall that actually if we have an individual on the image pointing at a very clear package of products, that's a really good angle to go for.

▶ 4:55And that's going to work for other installers across the board. So then we'll start rolling that out and testing it against what they're running currently. It's a huge lever for us that we use quite heavily alongside the ads to actually increase the performance for our clients. I mean, yeah, just like Eco Renewables again, they've done 200k from us in about three weeks.

▶ 5:16Wild. And they've been able to do that because they're getting, you know, that many leads, 10 leads just a day. It's Saturday. By Monday, they'll probably have 20 that they can dial straight through to, and they're only spending about 4k a month. So, you know, if that's over 30 days, 133 a day, and they're getting 20 leads, that's 10 leads a day, that's £13 a lead.

▶ 5:40What would you be able to do with £13 leads? Especially if you're booking 50, 60 of them in for, 50, 60% of them in for a quote or survey. £26 per quote. I mean, you can scale a business off that, that's for sure.