2x conversions for this solar quoting lead gen tool for Fuze AI
Chris Godby
1 collaborator
Our solar quoting tool converted 2x better than all other lead capture methods tested by major energy companies
Using our 4 pillars of conversion, over many iterations we helped Fuze AI deliver a solar lead tool that outperformed by a large margin.
The vision
Team Fuze wanted to help solar installers bring new AI tech into their sales process. The first goal was increasing conversions at the top of the funnel with a powerful instant quote tool.
The impact
The tool we designed was tested and used by the likes of EDF, Scottish Power, and Duracell. Put up against other implementations ours outperformed with 2x conversions. Backed by this data we offered it to installers all over the UK.
Team Fuze
We looked into ads currently being used to what was (and wasn't) working in this space
This allowed us to achieve a couple of things:
See ads that had been running for months. This provides a signal that they are probably getting a return on ad spend
See how sophisticated the market was. How is solar being framed to a cold audience, to who and why?
Meta ad bank
Then we designed up the lead flow using our data-backed 4 pillars of conversion
4 Pillars of Conversion
The flow needed to feel like constant forward momentum
With clear progress (never starting at 0%)
Always be making progress
And one key action per screen
One main primary colour
Add positive friction to show proof of work and increase trust
Add positive friction at the right times for proof of work
With minimal input fields (no more than 4 required ideally). Yes we keep phone number as required for this audience, as we lean into trust from a known brand. Once on a call, there is a much higher conversion rate than email.
Max 4 required fields (less even better)
The final quote uses the IKEA effect to help nudge sales
The hypothesis is people desire configurators instead of static quotes. This is used in most industries because of an established cognitive bias called the IKEA effect where people place higher values on things they've built.
In this first iteration we hint at it with choices of panels and battery. More recently we've pushed this even harder, allowing people to customise over 400 elements of their system.
Dynamic, configurable quote
We also designed up A/B tests to measure optimal flow lengths
This same flow was white-labelled, tested and used by multiple energy companies including EDF.
White labelling setup in Figma ready for different markets
And Santander
...and we continue to optimise and improve!
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Posted Nov 5, 2025
Our solar quoting tool converted 2x better than all other lead capture methods tested by major energy companies.
