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How conditional logic improves solar lead quality
Tonight’s video is about conditional logic in your lead generation — and why it matters far more than most people realise.
On the surface, long forms should perform badly.
More questions usually mean more drop-off.
But when those questions adapt based on how someone answers, the experience becomes faster, more relevant, and far more effective.
In this video I explain how we use conditional logic inside our own funnels, how it mirrors a good sales conversation, and how the same thinking applies directly to residential and commercial solar lead generation.
This isn’t about asking more questions.
It’s about asking the right ones.
For context, this video was originally recorded on 14 January 2025, views & strategies may have changed since.
Featuring
Video transcript
Good evening. Tonight we’re going to talk about using conditional logic in your conversion mechanisms, or however you generate leads for your solar business.
On the left here is our actual funnel for our core offer, where we say 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. You’ll see that, on the surface, it looks like we have about 15 questions in this form. Things like: do you install residential or commercial, what’s the split between residential and commercial, are you MCS certified, how many installs do you do per month, and so on.
Now, this could be a real problem. You typically get drop-off as you ask more and more questions. If the questions are well designed and mostly tap-based, you won’t see much drop-off at all. But when you start asking more detailed questions that require thought or typing, people will drop off. So how do we reduce that? That’s where conditional logic comes in.
When someone comes onto this form, they enter their contact information and move to the next page: do you install for residential or commercial customers?
If they click residential, there’s no need to ask them what the split is between residential and commercial. If they click commercial, again, there’s no need to ask that question. It’s only if they select residential and commercial that we then ask about the split.
Likewise, if someone is exclusively a commercial installer, we can probably skip the MCS question, or at least it’s far less important than if they were doing domestic installs. The same logic applies further down the form. If we ask whether they’ve ever worked with an agency before and they say no, it makes no sense to ask whether they’re currently working with an agency. If they’re not running ads, there’s no point asking how much they’re spending on ads.
So you can see that based on the answers someone gives, they take a different route through the funnel. Instead of answering all 15 questions, they might only see six to nine. That allows us to give a much more tailored experience and collect the right information from each visitor, rather than asking everyone questions that aren’t relevant to them.
This mirrors a good sales conversation. If someone gives you a reason for wanting something, you should probe deeper. Ask a follow-up question. Relate it back to something they’ve already said and really understand why they’re giving that answer. Conditional logic trees allow us to do exactly that in a digital environment. They let us go beyond surface-level data.
You can apply this just as easily, if not more effectively, in a solar lead generation context. You can ask people about their goals and then dig deeper into the specific goal they’ve chosen. If someone indicates they’re a homeowner, a landlord, or a tenant, you can ask completely different follow-up questions based on that answer. If you install both residential and commercial systems, you could even split the funnel into two distinct paths within the same form.
There are lots of different ways to do this.
That’s all for now, but do let me know if you implement conditional logic into your forms. I’d love to see how it performs and whether we can give you any recommendations to improve it further.
And as I said at the start, if you want us to generate an additional four or more solar installations per month, every month, using our tried and tested approach, get in touch. We script your ads, record them, edit them, run them, sometimes even fund the ad spend depending on the offer, nurture your leads, and then repeat the process so the machine really starts to churn.
That’s what we do in a nutshell. Have a lovely evening.
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