Dotsure Motor Warranty — June 2026 Full Disposition Analysis
607 LeadByte leads matched 100% to Juan's full disposition export (No Contact / Not Interested / Quoted–Not Interested / Accepted) via Lead ID
Sold (Accepted)
23
3.8% of all leads · 5.4% of valid/actioned leads
Never contacted
301
49.6% of all leads — the single biggest loss point
No disposition
181
29.8% — likely Invalid/DNQ, screened before the call queue
⚠ Reconciling with Juan's numbers
Juan's 4 July email reported 323 total leads / 222 valid / 17 sales (7.7%). This export — pulled 13 July, so with two extra
weeks for the pipeline to close out — shows 607 LeadByte leads, 426 with a disposition, and 23 Accepted/Signed with a policy number.
The extra 6 sales are plausibly just later closes catching up since lead-to-sale can take weeks. Worth a quick check with Juan on which
number he wants used as the source of truth going forward, but the analysis below is internally consistent either way.
Overall funnel
426
Valid / actioned (70.2%)
125
Contacted (29.3% of actioned)
32
Quoted (25.6% of contacted)
23
Sold (18.4% of contacted)
Two clear leaks: 70.7% of valid leads are never contacted at all (301 of 426) — this is almost certainly the
single biggest lever, bigger than any lead-source mix change. Of the leads that ARE contacted, the quote rate (25.6%)
and quote-to-sale rate (~72%) are actually reasonable — so the fix is upstream, in getting more people on the phone,
not in what happens once someone answers.
Conversion by lead source — the standout finding
| Source | Volume | Sold | % of total | % of actioned | % of contacted | |
|---|
| LeadLab – Landing Page | 88 | 7 | 8.0% | 9.9% | 35.0% |
|
| Yocal (SID 8) | 191 | 10 | 5.2% | 7.1% | 26.3% |
|
| LeadLab – Lead Ads (ILF) | 328 | 6 | 1.8% | 2.8% | 9.0% |
|
This is the clearest number in the whole dataset: once a Landing Page lead is actually reached, it closes 35% of the
time — a Lead Ads lead closes only 9% of the time. Contact rates are similar across all three sources (27–31%), so
this isn't a reachability problem for Lead Ads, it's an intent/fit problem — the ILF form leads are lower quality
even when someone answers. This directly supports capping Lead Ads volume and routing more budget/volume to Landing
Page and Yocal, exactly as proposed.
Lead Ads: it's really one creative dragging the average down
| Creative | Volume | Sold | % Sold | |
|---|
| Toyota (dynamic) | 117 | 0 | 0.0% | Zero sales on the biggest creative |
| UGC – June 2026 | 67 | 1 | 1.5% | Weak |
| Voice | 54 | 1 | 1.9% | Weak |
| Say Goodbye | 68 | 3 | 4.4% | Best of the ILF set |
| Voice v2 | 18 | 1 | 5.6% | Small sample, promising |
| Suzuki (dynamic) | 4 | 0 | 0.0% | Too small to call |
The Toyota creative is 36% of all Lead Ads volume (117 of 328) and produced zero sales — it also has a 34% invalid/DNQ
rate and the highest raw decline count. This single creative is dragging down the whole Lead Ads channel average.
Recommend pausing or heavily re-briefing it before deciding Lead Ads as a whole is a bad channel — "Say Goodbye" and
"Voice v2" are performing close to Landing Page/Yocal levels.
Vehicle Make/Model — still not being captured
Vehicle Make and Model are 0/607 populated — none of the three
capture points (ILF, Landing Page, Yocal) collect it. Vehicle Year is only on Landing Page + Yocal (118/607). The
make/model-vs-client-conversion analysis for future months genuinely can't be done until these fields are
added to the campaigns — this needs to go in as a form change before next month's cycle.
Your proposals — what the data says
| Proposal | Verdict | Detail |
|---|
| Limit leads to certain times of day |
Already optimised, little left here |
No-contact rate is flat across the working hours already being sent (44–60% regardless of hour) — this lever looks close to exhausted, not a big further gain to chase. |
| SMS responder |
Modest, not a fix on its own |
Leads that got an SMS nudge show a slightly higher contact rate (31.2% vs 28.5%) but a slightly lower accept rate (4.7% vs 5.7%) — sample is small and likely confounded (SMS goes to leads that were already harder to reach). Keep it, but don't expect it to move the needle much alone. |
| Cap Lead Ads volume, send majority to Landing Page |
Strongly supported — with a caveat |
Landing Page closes 35% of contacted leads vs Lead Ads' 9% — real, consistent gap. But it's mostly the Toyota creative (117 leads, 0 sales) doing the damage. Re-briefing/pausing Toyota first is cheaper than cutting the whole channel, and would likely close most of the gap on its own — worth testing before a full volume shift. |
Actionable insights
- Fix contact rate first — it's the single biggest opportunity. 301 of 426 valid leads (70.7%) are never contacted at all. Even a modest improvement here outweighs any lead-mix change, since quote and quote-to-sale rates are already healthy (25.6% and ~72%) once someone actually gets through. Worth checking dialer capacity/queue prioritisation on the Dotsure side directly with Juan.
- Pause or re-brief the Toyota Lead Ads creative before cutting Lead Ads volume broadly. It's 36% of all Lead Ads spend (117 of 328 leads) and delivered zero sales, plus the highest invalid/DNQ rate of any creative. "Say Goodbye" and "Voice v2" perform close to Landing Page levels, so Lead Ads as a channel isn't uniformly bad — one creative is.
- Shift a modest amount of incremental volume toward Landing Page and Yocal once the Toyota fix is tested — both close meaningfully better on contacted leads (35% and 26% vs 9%), so this still has upside even after fixing the creative issue.
- Capture Vehicle Make/Model on all three campaigns (ILF, Landing Page, Yocal) — currently 0/607 populated, so the make/model-based client-allocation analysis can't be done yet. This is a form change, not an analysis task, and should go in before next month's cycle.
- Reconcile the 17 vs 23 sales figures with Juan — likely just later closes catching up given this pull is 10 days newer, but worth a quick confirm.