Funnel Experiments
B2B website conversion paths
A B2B visitor may want a product demonstration, a conversation about an undefined problem or a quick answer about fit.
Desk
Desk Funnel Measurement
Focuses on funnel reporting, experiment design and diagnosing underperforming lead generation programmes.
Lead Reporting
Building a monthly inbound demand review
Run a monthly inbound demand review with a compact enquiry pack, handoff checks and a decision log that preserves unresolved data.
Lead Reporting
Calculating cost per qualified lead
Calculate cost per qualified lead with a defined cost boundary, qualification rule and enquiry cohort, then read the result in context.
Funnel Experiments
Choosing the next lead funnel fix from evidence
Compare possible funnel fixes against the observed loss, evidence quality and outcome that would justify keeping a change.
Funnel Experiments
Comparing consultation quality across referral sources
Compare referral sources through attended consultations, project fit and agreed next steps while keeping attribution limits visible.
Funnel Experiments
Comparing demo requests with consultation bookings
A demo request and a consultation booking can both be valuable, but they signal different readiness.
Funnel Experiments
Comparing form length with lead quality
Test short and long enquiry forms using completed requests, accepted enquiries and the effort needed to respond. Keep the denominators clear.
Lead Reporting
Connecting website enquiries with CRM outcomes
Use a stable enquiry ID, dated CRM decisions and reviewable record matches to report what happened after a website request.
Funnel Experiments
Content-led lead generation
Use buyer questions to create genuinely helpful content with an appropriate enquiry path and honest contribution measurement.
Funnel Experiments
Deciding when a landing-page result is inconclusive
Check assignment, lead outcomes and uncertainty before declaring a landing-page winner. Learn what an inconclusive result permits you to decide.
Lead Reporting
Deduplicating repeated form submissions
Decide when repeated form submissions belong to one enquiry, preserve new details and report distinct requests accurately.
Lead Reporting
Diagnosing traffic with few enquiries
Check visitor intent, page promise and the completed enquiry route before changing a page with traffic but few requests.
Lead Reporting
Explaining a gap between platform leads and genuine enquiries
Reconcile platform lead figures with received submissions and genuine enquiries without assuming every difference is spam.
Lead Reporting
Improving an underperforming lead funnel
Find where a lead funnel loses suitable enquiries, check the requests behind the gap and choose a bounded fix.
Funnel Experiments
Inbound B2B lead generation
Plan an inbound B2B lead generation path around buyer decisions, relevant offers, clear enquiries and useful sales follow-up.
Lead Reporting
Lead generation data hygiene
Keep lead records accurate and useful with clear rules for duplicate submissions, missing sources, personal data and reporting exclusions.
Funnel Experiments
Lead generation experiments
Plan lead generation experiments around a clear change, useful enquiries and a decision rule. Judge results without mistaking more clicks for better leads.
Lead Reporting
Lead generation reporting
Build a lead generation report that separates submissions, genuine enquiries, sales acceptance and later outcomes, with clear source and cohort limits.
Lead Reporting
Lead volume versus accepted sales enquiries
Compare incoming lead counts with the enquiries sales accepts, using clear denominators and a visible assessment backlog.
Lead Reporting
Measuring content contribution without claiming every later sale
Measure content-assisted enquiries and later outcomes with attribution limits clearly stated.
Lead Reporting
Measuring lead generation quality
Define enquiry stages, compare acceptance and cost, and follow customer outcomes without treating every submission as a qualified lead.
Lead Reporting
Measuring useful enquiries after a webinar
Define a useful webinar enquiry, separate it from attendance and replay activity, and report outcomes with clear denominators.
Funnel Experiments
Measuring whether a new call to action attracts the right prospects
Judge a new call to action by completed, suitable enquiries as well as clicks. Keep the offer stable and check what visitors requested.
Lead Reporting
Monitoring leads that received no response
Find genuine enquiries without a verified reply, separate pending from overdue cases and resolve each exception against the original request.
Lead Reporting
Recording source information when tracking data is missing
Keep observed, self-reported and unknown enquiry sources separate so missing tracking does not become invented attribution.
Lead Reporting
Removing test and spam submissions from reporting
Classify test and spam submissions carefully, reconcile raw and genuine enquiry counts, and check analytics filter limits.
Lead Reporting
Reporting lead acceptance by source
Compare sales-accepted enquiries by recorded source with clear cohorts, decided-case denominators and pending decisions.
Funnel Experiments
Testing an offer before changing page design
Compare two lead-generation offers while holding page design steady. Check whether the new promise attracts requests your team can handle.
Lead Reporting
Tracking assisted enquiry journeys across the website
A B2B enquiry often follows several visits and pages.
Lead Reporting
Tracking enquiries that become customers
Link enquiry records to verified customer milestones and compare cohorts without confusing open deals with completed sales.