Finding the Behaviour Behind Higher-Value Web Deals

The Challenge

The business saw more sales-email clicks, fewer completed quote journeys and fewer marketing asset interactions on some closed-won deals. A simple traffic report could have called this a conversion problem. A simple attribution report could have called it a success. Neither view explained how buyers were actually moving through the journey.

What I Did

I combined HubSpot source and deal attribution with Google Analytics events across the contact form, quote cart and direct sales-email links. I compared monthly and year-on-year movement, separated sales activity from marketing activity, and looked at both the number of attributed interactions and the value of the resulting deals. That exposed a buyer preference for direct contact and a specific drop-off at quote submission.

How I Did It

• 01: Tracked commercial events rather than treating all website visits as equal.
• 02: Reconciled enquiry classifications in HubSpot with on-site behaviour in Google Analytics.
• 03: Read conversion volume and associated deal value together.
• 04: Turned the finding into a testable response: a simpler one-page quote flow, clearer contact routes and ongoing monitoring.

The Result

The July snapshot recorded 208 web enquiries and an approximately 50% jump in direct sales-email clicks. Marketing assets touched fewer closed-won journeys, yet their associated deal value rose by about $300,000, from roughly $1.7 million to $2 million. The diagnosis prevented the team from optimising for the wrong behaviour and gave the web team a clear conversion hypothesis to test.

Why It Matters

I do not stop at channel totals. I trace the behaviour that connects an interaction to a commercial outcome, then use it to choose the next test.