The simplest funnel change we’ve ever made

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December 6, 2024

07:58

The simplest funnel change we’ve ever made

This was one of those changes that feels almost too obvious after you see the data.

We didn’t touch targeting.
We didn’t loosen qualification.
We didn’t chase cheaper leads.

We changed the first question in the funnel.

Across the entire client portfolio, that single change doubled conversion rate. And when conversion rate doubles, lead cost effectively halves without touching lead quality.

We don’t use native lead forms. They’re too easy to complete and they don’t create intent. We use quiz funnels because they qualify better and expose prospects to far more of the brand before a conversation ever happens.

What surprised us wasn’t that the test worked. It was how universal the result was once it reached significance.

This is the advantage of working inside a single niche. When something wins, it wins everywhere. You don’t debate it. You don’t overthink it. You roll it out and move on to the next test.

This video walks through the exact change, the numbers behind it, and what we’re testing next.

For context, this video was originally recorded on 8 January 2026, views & strategies may have changed since.

Featuring

Jude Cornish

Chief Commercial Officer

Video transcript

All right, so this is how we doubled conversion rate across our entire client portfolio with zero impact on lead quality—and with about five minutes of implementation time.

And obviously, when you double conversion rate, you effectively halve your lead cost as well, which is another useful way to think about this.

The first thing to note is that we use quiz funnels rather than native lead forms. Lead forms are terrible. We’ll do a whole video on that. They’re far too easy to complete, there’s very little qualification, and they generate a lot of low-intent leads.

Quiz funnels, on the other hand, create higher intent. They qualify leads better, and they expose prospects to far more of the brand. You can see here that users are seeing Infinite Energy’s branding throughout the process. When they reach the thank-you page, they see even more content about the company.

That brand exposure massively increases the likelihood that the lead actually progresses through the pipeline—which is what you should care about, rather than how cheap the lead is.

Now, the change we made was incredibly simple. We changed the first question in the funnel.

Previously, we were asking a very typical question: “What are you looking for?”
Solar, battery, EV charger, or “help me decide.”

We noticed that around 25–30% of users across our client base were selecting “help me decide.” On one hand, that was good—it showed people appreciated the option. But it also highlighted a problem.

People were landing on the page and not instinctively knowing how to answer the very first question. And even with a “help me decide” option, if a question isn’t immediately obvious, a significant number of people will drop off.

So we thought, okay—let’s test this.

We use Perspective for all of our multi-step funnels, and it has a fantastic built-in A/B testing feature. We asked ourselves: what is the easiest possible question we could ask that’s still relevant and valuable?

With solar, the leads we want are homeowners. And people generally know whether or not they own their home.

So we tested:

Variant A: “What are you looking for?”
Variant B: “Do you own your home?”

No prizes for guessing which one won.

We ran the test for 12 days and reached 100% statistical significance. Perspective makes that very clear.

Here’s what happened:

The start rate—people who interacted with the funnel at all—went from 12.4% to 17.5%.

More importantly, the conversion rate went from 3.3% to 6.45%.

That single change doubled conversion rate.

Once we reached significance, we rolled that change out across every client and ditched the original variant entirely.

This is the power of working within a single niche. We don’t have to ask, “Will this work for a different industry?” or “Does this apply elsewhere?” The data is the data. We can say with extreme confidence that this change will produce the same—or at least directionally positive—results across all clients.

And of course, we’ve done more advanced optimisation within the step-by-step flow itself, but this was the biggest win.

What this enables is something really important: it allows smaller, local solar installers—maybe spending £2k a month on ads—to compete with the behemoths. The lead aggregators. The Heatables. The Make My House Greens. Companies spending ten times that per month, if not more.

By aggregating data across our entire client portfolio, we can iterate at the same pace those big companies do—and give smaller installers a genuine fighting chance.

Once a test reaches significance, that’s our signal. Accept it. Roll it out. Then test the next thing.

The next test we’re running is comparing a long-form landing page versus a page that only shows the quiz.

Our expectation is that the start rate will drop, because users have more things to look at and more decisions they could make. As a general rule, fewer choices usually means higher immediate action.

However, we expect the conversion quality and progression through the pipeline to improve. Users will see more of the brand, more people, more context. They’ll connect the ad to the page more clearly. They’ll have more buy-in before starting the quiz.

But the only way to know for sure is to run the test.

We’ll likely let this one run longer—three to four weeks, maybe more—because this time we care less about surface-level metrics and more about how far leads progress through the sales cycle. We need to let that play out before drawing conclusions.

If it works, we’ll roll it out across all clients—at no extra cost—because we know it materially improves performance.

The page will look more like what you’ll see if you click the link in this video, which you should do if you want access to the document we’re building.

And if you want to try Perspective yourself—whether you’re an agency or a solar installer running your own ads—I’ve got an affiliate link. Use it, make me a bit of cash, and I promise you’ll get a lot of value out of it.

If you want a copy of the document, go to the link in this video.

And if you want the implementation of everything we’re discussing—as we continue releasing more content—you’ll quickly realise there’s a lot happening behind the scenes that you may not want to do yourself.

Go to the same link, continue through the questions, see if you’re qualified, book a call with the team, and I’ll see you on the other side.

Put your solar business on steroids

We've been helping ambitious, reputable renewables companies dominate their competition since 2024.

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Put your solar business on steroids

We've been helping ambitious, reputable renewables companies dominate their competition since 2024.

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Client revenue

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Next up

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Speed to lead is why social solar leads don’t convert

Speed to lead dictates everything that follows.

Dec 5, 2024

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