Is it an acquisition problem or a conversion problem?

I start by following the journey from the first promise to the next meaningful action. The useful question is where progress breaks down, and whether that pattern is consistent across audiences, channels, and devices.

Look at who is arriving.

If traffic is poorly matched to the product or offer, a landing-page change may have limited effect. I look at targeting, search intent, creative, and the expectations the ad sets. A high click-through rate can still bring the wrong people.

Look at what happens next.

If relevant visitors arrive but fail to take the next step, I examine the offer, message continuity, page experience, and friction. On mobile, that can be as ordinary as a difficult form, unclear pricing, or a key detail buried too far down the page.

For a sales-led business, the journey continues into qualification and follow-up. For a product-led business, it continues into activation and use. The conversion that is easiest to count is not always the one that best represents progress.

Change something that will teach us something.

I want a specific hypothesis: which audience, which barrier, and which behavior should change? Then I choose a test that can help distinguish between the likely explanations.

If I change the audience, offer, creative, and page at once, a better result may still leave me uncertain about what to repeat. Sometimes a broad rebuild is necessary. When it is, I want that trade-off to be deliberate.

Find the constraint first. Then decide whether the next dollar belongs in media, the experience after the click, or the work that connects them.