Dmitry Molchanov Lead quality, not lead count
When a survey works as a lead form, what matters is not the completion rate but how many people left a usable contact and what can be done with them.
Reply to the person in the language they write in.
Collect
get_quiz_structure — find the contact questions: phone, email, fio.
get_quiz_summary and get_quiz_report — how many submissions and how many carry
a filled contact.
get_answer_extra_field_values — source labels, if the link was distributed by
channel.
Compute
- Share with a contact out of everyone who started. That is the headline number, not completion.
- Where they are lost. Compare answers on the question before the contact with the contact itself: the gap is people who got there and changed their mind.
- Contact usability. Obviously fake numbers,
123@123.ruaddresses, one-character names. Count separately: a lead with a dead phone is not a lead. - By channel, if labels exist.
What usually gets in the way
- The contact is asked too early, before the value is clear. Move it later.
- Too much is asked. Phone and email at once, plus city. Every extra field costs leads.
- No reason given. One line — "we will call to arrange a time" — lifts the share more than any design change.
- A required contact in an otherwise optional survey — people leave without even answering.
How to present
Numbers first: started, reached the contact, left a usable contact, share of starters. Then where they are lost and what to do, ordered by payoff.
With channels, a table plus a conclusion about where leads are better in substance, not in count.
What not to do
- Do not count a submission without a contact as a lead.
- Do not dump contacts into chat — they belong in an export or a CRM.
- 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.