Lead quality

Counting usable leads

When a survey works as a lead form, the completion rate says little. What matters is how many people left a contact the team can actually reach.

Reply to the person in the language they write in.

Collect

get_quiz_structure: find the contact questions (types phone, email, and fio for the name) and the question right before the first of them.

get_quiz_summary: how many finished (filled_completely) and how many started but left (started_not_finished). get_quiz_report counts the answers to each question, but only among completed responses.

get_quiz_answers with is_complete false: the unfinished responses, paged with limit and offset. They show who reached the contact question and left without filling it. They are not kept on every plan (incomplete_answers in get_workspace_tariff, with the workspace_id from get_workspace_list), and without them is_complete false returns completed responses instead: check the is_complete field. Then say that the drop-off before the contact cannot be measured.

get_quiz_report_inputs: the values entered in the contact questions, to check whether they are usable. It needs report_uuid from get_quiz_report and the question's widget_id and widget_hash from get_quiz_structure, and returns 50 rows at a time: page with offset. Reading the completed responses with get_quiz_answers page by page works too.

Link labels such as utm_source, if the link was shared per channel: each response from get_quiz_answers carries them in extra_fields, and get_quiz_variables lists the label names set up for the survey. Count leads per label from the responses.

Compute

1. Share with a usable contact out of everyone who started. This is the headline number. Completion can be high while leads are few.
2. Where people drop off. Among the unfinished responses, count those that answered the question before the contact but not the contact itself. They are the people who got there and changed their mind.

3. Contact usability. Count separately:

   • emails with a broken format, placeholder addresses (test@test.com, a@a.com, anything at example.com) and typos in big mail domains (gmial.com, hotmial.com);
   • phone numbers that cannot exist: fewer than 7 or more than 15 digits (the international maximum), one digit repeated, runs like 123456789;
   • one-letter names and keyboard mash.

   A lead with a dead email or phone does not count as a lead.

4. Duplicates. The same email or phone several times is one lead.
5. By channel, if labels exist: leads and the usable share per label.

What usually gets in the way

• The contact is asked too early, before the person sees what they get. Move it closer to the end.
• Too much is asked. Email, phone and city at once: every extra field costs leads. Ask for the one channel the team really uses.
• No reason given. One line such as "we will call to agree on a time" usually lifts the share more than any design change.
• A phone question locked to one country. When respondents come from several countries, a single default country with the selector hidden turns the others away. Suggest country auto-detection or showing the selector in the phone question settings.
• A required contact in an otherwise optional survey: people leave without answering anything.

How to present

Numbers first: started, reached the contact question, left a contact, usable, and usable as a share of those who started. Then where people drop off and what to change, ordered by payoff.

With channels, a table plus a conclusion about which channel brings better leads in substance, since the biggest channel is often not the best one.

What not to do

• Do not count a submission without a contact as a lead.
• Do not paste contacts into the chat: they belong in an export or in the connected Google Sheets, Zapier or webhook.
• Do not advise removing every required field: a lead without a contact is useless.
• Do not suggest a plan upgrade or lead to payment. If a limit is hit, state the fact and stop.