01

Three blog posts are driving most demo conversions

Posts on '/blog/roi-calculator', '/blog/vs-competitor-x', and '/blog/implementation-guide' collectively drove 34 of the 74 demos — 46% of total conversions from 8% of sessions.

Why You have a proven content formula — high-intent comparison and ROI content converts. Publishing two more posts in this category is your most direct path to 100 demos/month.

Impact If two new posts in this cluster perform at half the rate, that's ~12 additional demos/period.

02

Paid search spend up 15% but demo volume flat

Google Ads sessions grew 11% with the higher budget, but demo requests from paid search held at 18 — identical to last period. Cost-per-demo rose from £41 to £47.

Why More spend is buying traffic, not conversions. Either the landing pages aren't matching ad intent, or keyword targeting has drifted. This needs investigation before next month's budget review.

Impact Paid search converts at 0.63% — below organic (1.2%) and direct (1.8%).

03

AI referral traffic tripled — landing on /pricing

Sessions from ChatGPT, Perplexity, and Claude.ai reached 118 this period, up from 38. Nearly all of them land on /pricing.

Why AI tools are recommending your product to people already in a buying mindset. Your /pricing page is the first impression for this channel — it needs to earn that traffic.

Impact At current volume and 1.7% CVR, AI referrals are generating ~2 demos/period.

Start here

Publish two posts in the comparison/ROI content cluster within the next 10 days

Why Your three highest-converting pages share a pattern: they answer a specific buying question. Replicating the format is your highest-leverage acquisition move right now.

Signal New posts each reach 200+ sessions and a demo rate above 2% within 30 days.

Audit paid search landing pages — check ad copy vs landing page message match

Why Spend is up, demos are flat. The most common cause is ad copy promising something the landing page doesn't immediately deliver. Run a copy audit before adding more budget.

Signal Paid demo rate recovers to 0.8%+ within two periods.

Add a direct demo CTA above the fold on /pricing for AI-referred visitors

Why AI referrals convert at 1.7% on /pricing but the primary CTA there is a feature comparison — a demo request CTA earlier on the page would capture higher-intent visitors before they scroll away.

Signal AI-referred demo rate on /pricing moves above 2.5%.

Direct traffic down 18% — branded awareness may be softening

Direct sessions fell from 1,840 to 1,510 period-over-period. If this reflects reduced branded search rather than attribution noise, it's worth watching alongside any changes to LinkedIn or newsletter activity.