Reporting and lead quality · ASRR Tech
How do you assess conversion with few enquiries?
Show absolute counts alongside percentages and use longer comparable periods. Inspect individual records before treating a fluctuation as a trend.
A practical example
One extra enquiry changes the rate substantially on a low-traffic page.
This is an illustrative situation for assessing your own process.
Checklist for your team
- Show counts.
- Compare enough periods.
- Inspect the records.
What does success look like?
Decisions rely on more than one accidental percentage spike.
Test this with a recognisable record and have a colleague review the outcome. Note missing information or decisions. Use that finding to improve a working agreement before applying the process more broadly.
Reporting and lead quality: the wider process
A report is useful when everyone shares the definition behind a number. Record which records count, which date applies and how duplicates or cancelled enquiries are handled. Validate a total by checking some underlying records. Compare periods with the same scope and show counts alongside percentages. Small samples can produce large percentage changes. Use the result to improve a working practice, then check whether behaviour and outcomes changed.