Traffic is an activity metric. Commercial demand is a business condition. Confusing the two can cause a company to celebrate growth while the sales pipeline remains unchanged.

Start with who arrived

A rise in sessions can come from informational searches, irrelevant geographies, automated traffic or content that attracts readers who were never likely to buy. The first question is whether the audience matches the commercial market.

Then examine what they understood

A visitor should be able to recognize the problem being solved, understand why the company is credible and know what action to take next. A visually attractive website can still fail all three tests.

Measurement should follow the buying path

Useful analytics connects acquisition source, landing intent, meaningful engagement and conversion events. Pageviews alone do not explain whether the site is producing opportunities.

Have this problem in your business?

We can examine the underlying system rather than treating the symptom.

Start a conversation