What this means for your practice
Compare locations using relevant context and consistent definitions. Separate differences in exposure, service mix and capacity from potential marketing problems.
An example to discuss with your team
Create a sample comparison where a smaller location converts a greater share of relevant visitors. Check that the report does not rank it solely by total volume.
What to discuss with your agency
Ask the agency to show a sample where the smaller site converts a greater share of relevant visitors. Does the commentary recognise that? Keep incomplete outcomes visible. The report should help identify useful improvements rather than turn unequal locations into an oversimplified league table.
Put the brief into practice
Agree a common enquiry definition before comparing locations, then record material differences in their exposure, capacity and service mix. A site offering more services or longer availability may attract more contacts without its marketing being inherently better. Choose comparisons that support the decision you need to make, such as improving a page or understanding an enquiry-handling issue. Show the population or activity behind rates and keep incomplete outcomes visible. Ask the agency to explain a fictional case where a smaller site receives fewer enquiries but a higher share of relevant visitors take the intended step.
The commentary should recognise both volume and context rather than reduce the result to a rank. Review changes in local capacity or promotion alongside the figures. Where a like-for-like comparison is not available, say so and use the available evidence cautiously. The report should support useful questions for local teams, not create a misleading competition between services operating under different conditions.
How to check the result
Review defined outcomes against comparable traffic, capacity and service context.
Turn reading into a next step
Your action checklist
Work through these checks with your team or supplier. Tick the ones you have resolved and leave unknowns open.
Record what you know, what is still missing and the answer you need from your team or supplier.
Use project decisions only, without personal, patient or confidential details. Entries stay in this page and are not submitted to Kay & Co. Copy or download before leaving; this page does not save your notes.
Further reading
These sources provide background for the topic. The practice examples and checklist are illustrative planning suggestions from Kay & Co.
Related guides
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