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Private betaLead-funnel experimentation for marketing teams

Turn paid traffic into real leads.

Send your ad clicks to clean, fast, mobile-first journeys, then A/B test every question and step. Carbon shows you which experience produces qualified leads, not just more form fills.

Request beta access See an example experiment

Fast to build. Fast to complete. Built to improve.

Question 3 · 3 versions Original3.9%B4.6%C4.1% Qualified leads per visitor
+18% qualified leads Variant B is recommended Guardrails pass · you decide Promote BKeep testing
Where people leave Timeline−6% Roof today−21% Contact−17%
Next question in <100 ms First screen under 1 s on 4G
The problem

One form. Dozens of untested assumptions.

Every funnel is a stack of decisions. Most teams publish them and hope. Carbon turns each one into a measurable experiment.

Stop debating which question sounds better. Test which one produces a better journey, and a better lead.
?What should we ask?
?How should we word it?
?Which choices should we offer?
?Cards, a dropdown, or free text?
?Is this question too early?
?Do we need it at all?
?Does it qualify, or just add friction?
Test it instead
Every vertical

Wherever you pay for leads

Home services, insurance, legal, lending and more. Same journeys, same testing. The answer you give and who gets the lead change by vertical.

Home services Instant price by ZIP → Contractors Insurance Rate range and eligibility → Agents and carriers Legal “Do you have a case?” check → Law firms Mortgage and lending Payment and savings calculator → Lenders and brokers Solar and energy Savings from their power bill → Installers Healthcare Treatment cost range, booking → Practices and locations Education Program match → Schools B2B and software ROI or pricing calculator → Your own sales team
An example experiment

One question. Two versions. A clear answer.

Same meaning, same answers, different wording. Carbon splits traffic and follows each visitor to the lead outcome.

Control · 50%
Variant B · 50%
After 21 daysControlVariant B
Answered the question92%94%
Continued to next step86%87%
Completed the journey34%33%
Qualified leads per visitor3.9%4.6%
Slightly fewer form fills. 18% more qualified leads. That’s the one to keep.
The experience

Built for the screen your paid traffic lands on.

Most paid traffic is on a phone. Every journey is designed for it first, which protects every dollar of ad spend.

  • Large, easy-to-scan choices
  • Minimal typing, the right keyboard, autofill
  • One clear question per step
  • Paths that skip what doesn’t apply
  • Back without losing progress
  • Loads fast, no distractions
What do you need help with? Full replacementRepair a leakStorm or insuranceNot sure yet
What’s your ZIP code? 5318| Number keypad · filled from your location
123456789 0
Your estimate $6,900–$7,600 Full replacement · 53186 A local roofer can confirm with a free inspection. Get my free inspection
Clean by defaultStrong type, spacing and contrast. Launch something polished without designing every screen.
Easy for marketersDescribe the offer, arrange the journey, edit the questions, publish. No development sprint.
Power when you need itBranching, calculators and code-level logic stay out of the way until you want them.
What you can test

Test the question, not just the page

Page testing tools compare whole pages. Carbon isolates the decisions inside the funnel, or swaps a whole part of it.

01Wording and tone“How soon…” vs “When would you…”
02Answer choices4 options vs 3
03Input controlsCards vs dropdown
04Helper textWith vs without
05Required or optionalSkip allowed?
06Question orderPrice first or contact first
07GroupingOne step or two
08BranchingSkip for repairs
09Result placementEstimate before or after
10Removing a questionIs it needed at all?
The outcome

Optimize for qualified leads, not form fills.

More submissions are not automatically better. Carbon connects three layers, so you find the experience that produces leads worth following up.

1 Question behaviorWas it clear and easy to answer? Answer rate 94% · 5.2 s to answer
2 Journey performanceDid people continue and complete? Completion 33% · biggest drop at step 4
3 Lead outcomeDid it produce leads worth calling? Qualified 4.6% of visitors · 38% booked
The loop

Your funnel should improve with every campaign

A repeatable way to get better, one decision at a time.

  1. 1Spot friction or an untested assumption
  2. 2Create a focused variant
  3. 3Split traffic consistently
  4. 4Measure question, journey and lead
  5. 5Review the evidence
  6. 6Promote the winner
  7. 7Test the next thing
For agencies

Turn funnel optimization into an ongoing client service.

Stop selling one-time form builds. Show clients what changed, what was tested, what the evidence says and what comes next.

  • Launch the first journey fast
  • Test questions and flows every month
  • Keep a record of what was learned
  • Prove lead quality is improving
For agencies
Monthly optimization reportSummit Roofing · September Qualified leads per visitor up from 3.4% to 4.6%
PromotedTimeline wording: +18% qualified
InconclusiveHeadline tone: no clear difference
RunningCards vs dropdown for roof type
NextAsk for ZIP before home size
Trust

Evidence you can act on

Built so you can take the result to a client, or to your boss.

A person publishesAI can suggest variants. Only someone on your team promotes a winner.
Honest resultsWhen there’s no clear winner, Carbon says so. Inconclusive is an answer.
Fair splitsEach visitor keeps the same version, even if they come back tomorrow.
GuardrailsTests stop early if completion or lead quality drops.

Make every question earn its place.

Apply for the private beta. We’ll build your first journey with you and run your first experiment.

Request beta accessSee pricing
Question experiments roll out to beta teams first.