Experiment library
Improve qualified lead conversion · method v1
Lead qualification change
Change how leads are qualified before sales time is spent, and compare paid customers per sales hour rather than lead counts.
- Hypothesis
- Sales time is spent on leads that rarely buy; qualifying earlier raises paid customers per hour without reducing total paid customers.
- Change
- Add qualification questions or a routing rule for treated leads.
- Who is included
- Inbound leads during the test window.
- Compared with
- Leads handled with the current process.
- Assignment
- Alternate by lead ID or random split.
- Measurement
- Paid customers and sales hours per arm, with open leads reported as unresolved.
Worked example
300 leads at 1.5 hours each is 450 sales hours for 18 customers, or 25 hours per customer. If qualification removes a third of leads and keeps 17 customers, hours per customer fall to about 18.
Evidence you need
- Lead source and stage history from the CRM
- Payment records matched to leads
- Sales time per lead or a stated estimate
Implementation steps
- Define qualified in writing
- Split leads
- Route treated leads by the new rule
- Track every lead to won, lost or open
- Compare paid customers and hours per arm
Cost components
- Form or routing changes
- Sales training time
Stop if
- Paid customers in the treated arm fall more than 25% below comparison
Scale if
- Fewer hours per paid customer with paid volume within 10%
Does not apply when
- Very low lead volume
- Pure self-serve products
Adapt this experiment to your business
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