Redesign the registration cost calculator

Problem

The current calculator is a long multi-step quiz that asks users to spend time answering questions, and then on the final screen hides the promised result behind a mandatory phone and email input.

This may increase the number of collected contacts, but a contact alone does not equal a deal. For some users, this mechanic creates the feeling that the promised calculation was used as bait: the user has already invested time, but instead of the result gets another barrier. This reduces brand trust and can impair not only the conversion to a qualified lead, but also the willingness to continue interaction.

What is particularly bad in the current scenario

• too many steps for an initial estimate;
• the user does not understand in advance what data will be needed and what exactly they will receive;
• interface progress is ambiguous;
• questions are sometimes phrased not as natural customer decisions, but as internal questionnaire fields;
• no useful intermediate result until the very end;
• the final step reports "test passed", but still doesn't show the calculation;
• the phone number is effectively mandatory to get the promised result;
• email is also requested "to receive a gift and an offer", which mixes the calculation with marketing consent;
• the "Get calculation result" CTA leads not to an instant result, but to the transfer of contacts;
• after 8–9 screens, dropping off at the last step means the user's time is completely wasted.

Principle of the new version

Give the user the promised value first, then ask for a contact for the next step of the deal.

The calculator should honestly answer the question: "How much will my registration approximately cost?" Even if an exact estimate is impossible without a manager, the user should receive a reference point: a price range, an example of the order composition, factors affecting the cost, or several suitable packages.

What to do

1. Analyze current questions and determine which ones actually affect the cost. Move everything that is only needed by the manager after lead qualification outside of the calculation.
2. Reduce the scenario to the minimum necessary number of meaningful decisions — target 3–5 stages or a single screen with progressive disclosure.
3. Group inputs according to the customer's logic, for example:
   • event type / what needs to be registered;
   • scale or desired composition;
   • date and location;
   • additional options.
4. Show clear progress in words: what has already been selected and what remains.
5. Provide an estimated cost or range immediately after a sufficient set of data, before the mandatory phone/email input.
6. On the result screen, show:
   • estimated cost or range;
   • what is approximately included;
   • what the price might change based on;
   • examples/packages if they help make a decision.
7. After the result, suggest the next step:
   • get an exact estimate;
   • discuss details with a manager;
   • send the calculation to yourself;
   • go to messenger / call.
8. Ask for a contact only in exchange for additional value after the basic result has already been shown. Do not mix mandatory contact for the calculation with separate marketing consent.
9. Do not require both a phone number and an email simultaneously without necessity. For an initial lead, one convenient communication channel chosen by the user is sufficient.
10. Create a user-friendly mobile version: large choice options, minimum manual input, normal date selection, no horizontal scrolling.
11. Add funnel analytics: start, answers by stages, result viewing, CTA selection, contact submission, drop-off.

Metrics

Monitor not only lead submitted, but also:

• share of users who started the calculation;
• calculation completion rate;
• share of users who saw the result;
• conversion from result to contact;
• share of qualified leads;
• further conversion to order, if data is available.

The goal is not to maximize the number of contacts at any cost, but to increase the number of users who received a useful result and voluntarily moved to the next step of the deal.

Definition of Done

The user understands in advance what they will get, quickly goes through the calculation, and sees a useful cost reference without forced contact transfer. The contact is requested after the result as a natural next step for clarification and a deal, rather than as payment for an already promised result.