The Simulator, a true lead generation engine
Context
Sunology launched the HOME offer (solar roofs), a custom solution requiring highly precise prospect qualification by the sales team before any proposal.
Role
As Head of Digital, I led the production of this qualification funnel (Low/Hi-fi prototyping, integration, testing, data analytics).
Goals
The main goal was to create a funnel to increase the volume of qualified leads and make them actionable for the HOME sales team. The major challenge: delivering a superior qualification experience compared to a standard form, ensuring that engagement remained very high throughout the journey.
Give-to-Get: The psychology of friction in lead generation
Productions
The tool is structured into 9 steps designed to maximize conversion. It begins with simple, low-friction questions (1. Housing type, 2. Ownership status, 3. Consumption profile, 4. Equipment, 5. Installation type) to build trust and initiate engagement. Sensitive data (6. Location) is requested as late as possible to minimize drop-offs. Once the address is entered, a dynamic calculation animation (7. Calculating) holds attention before displaying a highly visual preview of the solar potential (8. Result).
The true performance of the simulator lies in its conclusion: the complete, quantified study is only provided in exchange for a true "currency" (9. Email capture). This mechanism guarantees Sunology an exceptionally high qualified lead capture rate, transforming a simple estimation tool into a formidable acquisition engine.
