What to change
Decompose the total before diagnosing a conversion problem. Ask the analyst to show each relevant channel's traffic share and action rate using consistent definitions. Compare like channels across the chosen windows, then explain how the mix affects the combined number. This can reveal an audience shift without claiming that the website became worse. Keep unknown channels visible and avoid using the exercise to dismiss a genuine decline within a specific segment.
A worked example
Illustrative example
Fictional calculation: a service campaign produces 10 accepted requests from 100 sessions, while an information guide produces 1 from 100. Together that is 11 ÷ 200 = 5.5%. Later the campaign still has 10 from 100, and the guide has 3 from 300. Both segment rates remain 10% and 1%, but the combined rate becomes 13 ÷ 400 = 3.25%. Total requests rose while the overall rate fell. Ask for the segment counts before diagnosing a broken form. These invented figures show a possible mix effect, not evidence that informational visitors always have lower intent. Confirm the actual pattern in your own approved reporting.
What this means for your practice
The website may attract more informational visitors while established service campaigns behave much as before. That can lower the overall enquiry rate without proving that the enquiry journey became worse. Ask your analyst to show each relevant channel's share of visits and its own action rate. Compare like channels across equivalent periods, keeping unknown sources visible. The combined number should then be explained in the context of the changing mix. This review can also uncover the opposite problem: an apparently stable overall rate hiding a decline in one important group. Your decision should follow the specific affected audience and task, rather than a single blended percentage.
How to check the result
The report separates mix effects from within-channel changes.
A mistake to avoid
A stable aggregate can also conceal one deteriorating segment and another improving one.
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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