how to increase lead quality

How to Increase Lead Quality

Improving the quality of your leads is often more valuable than simply generating more volume. Survey funnels are one of the most powerful tools for achieving this.

The Ask Formula

"The Ask Formula" book details survey methodology for targeting specific prospects. The key insight is that survey funnels significantly improve lead consumption rates.

Two Primary Benefits of Survey Funnels

1. Enhanced Content Consumption

People typically "scan" rather than thoroughly read landing pages and emails. Since survey questions demand careful reading to answer, consumption rates jump to 85-95% versus the consumption level on a standard landing page, which is around 30-40%.

When people engage more deeply with your content, they're better informed and more qualified.

2. Personalized Prospect Targeting

Survey funnels identify and segment prospects based on their specific needs. Think of it like this: rather than showing everyone the same red apple landing page, a survey first asks preference questions, then directs each prospect to customized content matching their answers.

Implementation Strategy

The recommended approach involves:

• Surveying existing customers about what they value
• Identifying what attracted them to your service
• Discovering service gaps they experienced
• Incorporating findings into a structured survey funnel

Real-World Example

One client struggled with price objections. After implementing a survey asking about investment budget, responses ranged from $100 to $1,000. Prospects were segmented accordingly, with higher-budget prospects directed to conversion-focused pages, dramatically improving lead quality.

By filtering out low-budget prospects early, the client stopped wasting time on unqualified leads and focused energy on serious buyers.