Pull instead of ask
Once we have a name and phone, look up the address, age, home and vehicles, and let the visitor confirm in one tap. Fewer questions, same bid.
Each amount is the best answer to that question, added to the base bid. Other answers pay less, and some cut the bid. The minimum is the worst answer to every question. EPL here is Progressive’s bid per click, so it assumes every lead clicks Progressive. Tier rates come from team notes, not the workbook.
The graph shows the steps that change the bid, in form order. The list below shows every step.
Each step gets one best move. The amount on the right is what that step does to the bid in —.
Once we have a name and phone, look up the address, age, home and vehicles, and let the visitor confirm in one tap. Fewer questions, same bid.
Get the ZIP first, then branch. Skip current insurance where it pays pennies, and ask credit only in HI, MA and WA.
Civil has the most to gain, with a run of questions that carry no Progressive modifier.
Name, email and phone add nothing to Progressive’s bid. This competes with pulling data, which needs name and phone early, and it could cost lead sales.
Most of these don’t raise the bid itself. They get more people to the wall. A vehicle lookup can raise it by catching second cars. To put dollars on the rest, we need drop-off by step.
Other wall buyers or the lead sale may still need these, so check before cutting.
Full wording for every question is on the Ways of asking tab.
Only for fields that don’t move the bid or that come straight from another answer. Hardcoding an answer that raises the bid would send Progressive something the visitor never told us, so those aren’t listed.
Prefill it and have the visitor confirm. The privacy policy has to cover the lookup, and some vendors’ terms bar use in insurance decisions, so get legal review before buying data.
Three ways to rebuild the form around what Progressive pays for. Today, — before the wall, with a maximum of — in —.
Cuts the questions Progressive doesn’t pay for and keeps what a lead sale needs. Needs no vendor.
Check that other wall buyers and lead buyers don’t need what’s cut, like tickets, DUI and gender.
Asks only what moves the bid, shows the wall, then offers quotes by email or text.
Fewer visitors would leave contact details, so it could cost lead sales. The wall also has to accept a vehicle count without vehicle details.
Gets name and phone first, looks up the rest, and has the visitor confirm or edit it.
Needs a data vendor, legal review and consent text at the first step. Visitors with no match fall back to Trim the form. Asking for a phone number first could also lose people.
Screens and maximum assume a homeowner with the best answers. All three drop current insurance where it pays pennies. These are proposals and haven’t been tested. Judge them on earnings per visitor: share reaching the wall × click rate × bid.
Screens come from the live forms, using your real buttons and layouts. New wording is a mockup, so nothing changed on the forms. The details on “Is this you?” are samples.
Each screen after ZIP kept or removed, in today’s order: — versions, from — to — screens before the wall. — send the full lead before the wall, so they run on today’s setup. In —, — keep today’s maximum bid of —.
Each dot is one version. Higher and further left is better. Point at a dot for details, or click it to see its screens.
The highest maximum bid for each number of screens. Click one to see its screens.
Ranked by EPL lost in the state you pick, least first, so the versions that only cut questions with no bid come first. Each strip is the form in order, then the wall. Click one to see it full size.
Version numbers follow EPL lost in FL, least first. ZIP always stays, since it sets the state and the base bid. Vehicle year, make, model, ownership and add a vehicle count as one group, because they always go together. The wall sits after the last screen kept.
Works today means the version keeps the vehicle questions, name and contact details, which SaveMax’s wall needs from the submitted lead. The others need the wall to load before the lead is sent. In those, name, add a driver and contact details could move after the wall instead of being dropped.
Screens are today’s live form, captured Nov 9 with test answers and stopped before any lead was sent. Today the About you screen opens with Male, married, “Yes, I own my home” and no military already selected.
Maximum bid is the base bid plus Wi-Fi plus the best answer to each question kept, before tier. Home insurance interest counts with homeowner, as the form sends it today. SaveMax’s scripted credit isn’t counted. These are proposals and haven’t been tested. Judge each on earnings per visitor: share reaching the wall × click rate × bid.
Every answer in —, in dollars and as a share of the base bid. The percent beside each name is its weight on the workbook’s Overview tab, which the workbook doesn’t define.
Dollars added to or taken from the base bid. Starts at the youngest age the forms accept.
Minimum and maximum the sheet allows, with modifiers added to the base. Click a row to load that ad group. Bars share one scale.
| Different from most ad groups |
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How each form asks today, and wording we could test. Test wording stays neutral about which answer is better, so we still get a true answer.
The forms store vehicles as a list, so a count question only pays if it still collects the second vehicle or a count field reaches the wall. SaveMax’s 20% savings claim needs something behind it.
Civil’s wall takes age from the first driver. An extra driver on SaveMax repeats this step.
If this field is ever blank, SaveMax sends Own.
New wording only counts once the visitor’s real answer reaches the wall.
This answer pays most in CA, NC, HI, MA and WA.
Show it only when the ZIP is in one of these three states.
This picks the ad group, so it sets the base bid. NY splits into separate ad groups by area.
Never asked on either form. It comes from the visitor’s device and connection, so traffic mix is the only lever. The sheet has no desktop or tablet column, so those count as no modifier.
Open items to clear before we quote these numbers.