Essay · 03
A cheaper model cost us every page, in a five-business test.
Two models, the same five businesses and one quality check: four pages from one, none from the other. A small test, read as one.
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What the numbers made us change our minds about.
3 essays so far. Figures are dated; each essay names its run.
Essay · 02
The arithmetic that killed our first plan.
We sized a plan before we had measured the funnel. Once measured, the numbers were smaller than the plan assumed, and the plan changed.
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Most UK business websites are fine. We measured it.
Most of the businesses we checked were refused as prospects because there was nothing wrong with the site. The refusal is the point; the pages around this one carry the measurement.
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