The document discusses initiatives to increase organic search traffic by 30% and compares the potential impact of four initiatives (A, B, C, D). Initiative A is projected to deliver 93% of the target traffic increase, while the others would achieve much lower percentages (37%, 20%, 13%). The document recommends executing Initiative A as it will deliver most of the targeted growth.

1. BenjaminEstes
benjamin.estes@distilled.net
benjaminestes.com
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e
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for Distilled
Clarifying your
conclusions

2. The goal

3. Our target is a 30% increase in organic
search traffic.
3

4. Convince the audience to support
Initiative A.
4

5. The process

6. We have 4 initiatives on the table, with
a maximum total return of $36MM.
6

7. Wait—our goal is traffic. How did we
even project revenue, anyway?
7

8. There isn’t a big variation between
high and low guesses—show one
estimate.
8

9. Those %s show growth. Instead, let’s
show how far they get us to our target.
9

10. Is the total relevant to the point we’re
making? Likely not.
10

11. So fresh. Much clean.
11

12. Compare

13. We have 4 initiatives on the table, with
a maximum total return of $36M.
13

14. We should execute Initiative A. It will
deliver 93% of our targeted growth.
14
Forecast ~ of target
Initiative A 623,000 93%
Initiative B 231,000 37%
Initiative C 130,000 20%
Initiative D 85,000 13%

15. BenjaminEstes
benjamin.estes@distilled.net
benjaminestes.com
@
e
//
for Distilled
Clarifying your
conclusions