Channel conversion
After the click, one traffic source at a time
What happens after the click, taken one traffic source at a time. Organic search arrives halfway through working out what the problem is called. Paid search arrives with a budget approved and three competitors open in other tabs. LinkedIn arrives curious and is back in a meeting in four minutes. One opening line cannot be right for all three, and the cost of pretending it is shows up as spend nobody can attribute at the end of the quarter. Posts here take a single channel, describe who it delivers and in what state, and work out what should meet them. These are the longer versions of the seven channel pages, with the arguments the pages do not have room for.
In the diary
What gets written here next
Subjects in the queue, in roughly the order they are useful. Nothing is filed under this heading yet, so these are the arguments we owe you.
- What paid search traffic should meet, and what the wrong answer costs per click
- LinkedIn arrives curious and is back in a meeting in four minutes
- Outbound replies, and the question that belongs before the call
Elsewhere
The other four
Five categories, fixed. Each one maps to a body of work rather than to a tag somebody invented on a Tuesday.
Your turn
Arguments are cheap. Your own numbers settle it
Our scorecard grades the four things that decide whether the traffic you already pay for turns into qualified leads. A band, a straight read on what produced it, and the one thing worth fixing first.
Not running yet. You keep the report whatever the score says.