WHY THIS MATTERS
This happens first when performance dips.
What is panic?
The first step in the problem-solving order.
What is digging into traffic?
Most issues are NOT demand problems—they live here.
What is the customer experience?
The first area where most issues show up in.
What is people?
The internal report found in the Peak Insights section of Basecamp.
What is the ADR?
True or False: Most performance issues are budget problems.
What is false?
If traffic is steady but leads are down, this is likely the issue.
What is experience or messaging?
Your website shows where users do this.
What is drop off?
The second biggest area that is usually off is this.
What is price?
This data source helps evaluate follow-up, close reasons, and call distribution.
What is Entrata?
Data without this leads to the wrong decisions.
What is context?
If leads are up but applications are down, this area likely needs attention.
What is process or conversion?
Unclear pricing, confusing CTAs, or slow load times point to this issue.
What is a poor website experience?
Engagement without commitment often signals an issue with this.
What is product?
This platform provides lead funnel data, response time, and call recordings.
What is Elise?
Increasing spend or rolling out big specials before diagnosing often leads to this.
What is the wrong fix?
This metric should be reviewed last—not first.
What is spend/cost?
Follow-up speed and handoffs fall under this category.
What is process?
Channel mix, targeting, and budgets fall under this category.
What is promotion?
These tools surface sentiment and perception tied to pricing and experience.
What are J Turner Surveys and Reputation.com?
The correct order of action when performance dips.
What is “Diagnose first. React second.”?
Skipping steps in the framework usually results in this.
What is the wrong solution?
If users leave your website, this is usually true.
What is something isn’t clear or easy?
This should be the last lever—not the first.
What is promotion?
True or False: You need new tools to diagnose digital performance issues.
What is false?