Four steps to super easy analysis. If you'd like to know which traffic channels are ready for growth and which channels need optimization, this this short deck will show you everything you need to know.

1. Analysis: Growth Vs. Optimization
Step 1: A graph with number of sessions per channel on the x-axis and
conversions per channel on the y-axis
Conversions
Sessions

2. Analysis: Growth Vs. Optimization
Step 2: The middle of the x-axis is the mean avg. number of sessions
Conversions
Sessions

3. Analysis: Growth Vs. Optimization
Step 2: and the middle of the y-axis is the mean average conversion rate
Conversions
Sessions

4. Analysis: Growth Vs. Optimization
Step 3: Lay out your channels on the graph
Direct: B
1726 visits, 18% conv.
Organic search:
2694 visits, 25% conv.
Referral:
455 visits, 10% conv
Paid Search:
560 visits, 14% conv.
Email:
760 visits, 16% conv.
Social:
847 visits, 20% conv.
Conversions
Sessions

5. Analysis: Growth Vs. Optimization
Step 4: Consider the top left and bottom right sections
Conversions
Sessions
Direct: B
1726 visits, 18% conv.
Organic search:
2694 visits, 25% conv.
Referral:
455 visits, 10% conv
Paid Search:
560 visits, 14% conv.
Email:
760 visits, 16% conv.
Social:
847 visits, 20% conv.

6. Analysis: Growth Vs. Optimization
Step 4: These are the growth and opportunity sections
Can we increase
activity?
What is causing
poor results?
Conversions
Sessions
Direct: B
1726 visits, 18% conv.
Organic search:
2694 visits, 25% conv.
Referral:
455 visits, 10% conv
Paid Search:
560 visits, 14% conv.
Email:
760 visits, 16% conv.
Social:
847 visits, 20% conv.

7. Analysis: Growth Vs. Optimization
Analysis: Channels in the top left are high quality channels ready for growth
Growth
Opportunity
Optimization
Needed
Conversions
Sessions
Direct: B
1726 visits, 18% conv.
Organic search:
2694 visits, 25% conv.
Referral:
455 visits, 10% conv
Paid Search:
560 visits, 14% conv.
Email:
760 visits, 16% conv.
Social:
847 visits, 20% conv.

8. Analysis: Growth Vs. Optimization
Analysis: Channels in the bottom right are high volume channels that
warrant optimization before growing further
Growth
Opportunity
Optimization
Needed
Conversions
Sessions
Direct: B
1726 visits, 18% conv.
Organic search:
2694 visits, 25% conv.
Referral:
455 visits, 10% conv
Paid Search:
560 visits, 14% conv.
Email:
760 visits, 16% conv.
Social:
847 visits, 20% conv.

9. Analysis: Growth Vs. Optimization
Analysis: The other channels are either not worth the effort right now or are
performing well already
Growth
Opportunity
Optimization
Needed
Conversions
Sessions
Direct: B
1726 visits, 18% conv.
Organic search:
2694 visits, 25% conv.
Referral:
455 visits, 10% conv
Paid Search:
560 visits, 14% conv.
Email:
760 visits, 16% conv.
Social:
847 visits, 20% conv.

10. Analysis: Growth Vs. Optimization
Blank slate for your own analysis
Conversions
Sessions