Know who is really interested
Website views and conversion rates did not say whether the right potential clients were in the mix.
The situation
A service company with about $3M in revenue and 30+ employees had fully embraced EOS®. Operations were getting better. Revenue still fell short for months. The company had data on website views, UTM-tracked sources and conversion rates, but couldn't tell whether the right potential clients were in the mix.
The measure
ICP interest = the share of first-time website visitors who fit the company's Ideal Client Profile (ICP).
The company analyzed after the sale whether the clients it secured matched its ICP. That was too late to change who showed up. Measuring the share up front pointed to the marketing and sales process.
What the team saw
Illustrative chart, not the client's data.
The decision it changed
A deeper analysis of the marketing and sales process gave the leadership team a target: raise the share of first-time website visitors who fit the ICP.
How we build this at Next Sage Group
We combine website visits, UTM-tracked sources and conversion data with your Ideal Client Profile, calculate the share of first-time visitors who fit, and show the trend on your Dashboard beside the Growth Plan.
From Bruce's work before Next Sage Group. Client details are withheld.
Two years later, the company is doing great.