In one client diagnostic, only about 8 in every 100 page views were on an offer page.
The site was getting attention. Most of it just never got pointed anywhere someone could buy.
And there was a second issue sitting underneath that one. The sales page promised a money-back guarantee, while the checkout terms said all sales were final. That contradiction was most likely holding back three different funnels.
Nobody had done anything wrong, exactly. The site had just grown one page at a time, and nobody had looked at the whole path in a while.
That’s why I start with a scan across traffic, conversion, deal value and retention before anyone builds anything. It’s easy to keep pushing on the lever everyone’s talking about when a different one is stuck.
So if sales feel slow, it’s worth asking a simpler question first. Of the people already visiting, how many ever actually see the offer?