Why we made MyRide's leads more expensive.

IDEA

A lead that costs thirty percent more and answers eight questions is not thirty percent worse. It is a different product.

ARK

We went from two qualifying questions to eight. Cost per lead rose thirty percent and volume fell about twenty-three percent, and both of those were the intended result. The old lead was a name. The new one is a name, a timeline, a payment path, a trade-in and a delivery address — a routing record instead of a hope. The cost per lead went up; the cost of a wasted afternoon went down.