Value Packs / Telecom / Acquisition & Channel Monitor / Wisdom
Which sales channels are activating fewer of their leads than we expect this week, and how many leads is that across?
NThe dealer channel has fallen away from the rest
IN A NUTSHELL
Three channels are activating fewer of their leads than is usual for them. The dealer channel is furthest — 12.4% of leads captured reach activation against a usual 21.8%, 9.4 points down, on 48,600 leads. Affiliate campaigns are 3.2 points down on 21,300 and the app 1.5 points down on 64,200. Metro retail stores and comparison sites are both above their usual. The dealer gap is about 4,600 activations a usual week would bring.
Leads reaching activation against what is usual, by channel, this week
Each channel is read against its own usual rate — metro retail stores normally convert at 33.2% and the dealer channel at 21.8%, so the raw percentages do not compare.
The app carries 64,200 leads, more than any other channel, and is a sixth of the dealer gap. The dealer channel is 29% of the leads on this page and nearly all of the shortfall.
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How has the dealer channel’s lead-to-activation rate moved week by week against what we expect?
NBelow expectation for four weeks, and steeply
IN A NUTSHELL
The dealer channel stayed inside its expected range through week 11, moving between 20.8% and 23.1%, then fell below the range at week 12 and have been lower every week since — 19.4, 17.2, 14.8 and 12.4%. The fall from week 11 to now is 9.9 points, and each of the last three weeks gave up between 2.2 and 2.4 points. The largest move in the eleven normal weeks was 2.2 points.
Leads reaching activation against the range expected · dealer channel
The range is rebuilt each week from that week’s own history — the channel sat inside it for eleven weeks and has been under it for four.
Weeks 1 to 11 sit either side of expectation by no more than 1.5 points. From week 12 the shortfall runs 2.4, 4.7, 6.9 and 9.4 points, and it has widened every week without a pause.
Wisdom noticed
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Where in the funnel do the leads stop — at order started, or at order submitted?
NThey start the order and do not submit it
IN A NUTSHELL
Leads arrive and orders get started exactly as usual. 48,600 leads were captured against a usual 48,200, and 31,900 of them started an order — 65.6%, against a usual 64.9%. The break is at the next step: 8,548 orders were submitted against a usual 14,900, which is 26.8% of starts against 47.6%. Everything submitted activates at the usual 70.5%. One step out of four has moved.
Leads captured, orders started, orders submitted and activations · dealer channel
| Funnel step | A usual week | This week | Change |
|---|---|---|---|
| Leads captured | 48,200 | 48,600 | +0.8% |
| Order started | 31,300 · 64.9% of leads | 31,900 · 65.6% of leads | +0.7 pp |
| Order submitted | 14,900 · 47.6% of starts | 8,548 · 26.8% of starts | −20.8 pp |
| Activations | 10,510 · 70.5% of submitted | 6,026 · 70.5% of submitted | no change |
Each step is a count and the share it represents of the step above it — the usual column is the same channel averaged over the eleven weeks before this started.
23,352 orders were started and never submitted, against 16,400 in a usual week. The step before it and the step after it are both within a point of where they always sit.
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Put the weekly acquisition report together.
NThe report follows every lead captured this week through order started, order submitted and activation, with the channel, the plan asked for and the campaign it came from. One row per lead, so the ones that stopped part-way can be picked out.
leads_week_15.xlsx
One row per lead, with the step it reached. Five channels, and the eleven weeks before this started for comparison.
88 KB · 165,400 rows · 5 channels · 15 weeks
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