Be found. Then be chosen.

The kind of place where walking in is most of the pitch. Except almost every customer met a phone screen first, on a street, deciding where to go.

On a mobile connection a score of 57 means people left before the page finished deciding what to show them. No bounce report tells you those visitors existed. They were gone before the analytics had anything to record.

Within two weeks of launch the owner reported that new customers were arriving with a different expectation of the business. Same room, same team, same prices. The site had been arguing against the business, and losing.

A conversion improvement applies to every visitor from every channel, forever, including the ones you have not bought yet. A budget increase applies only to the visitors it buys, and it stops the day you stop paying.

Which is why order matters. If your page converts at one percent and you double the budget, you have bought twice as many people who leave. The only number that moved was the cost.