Author
Oliver Reed
Product Experience Specialist
Author · 21 articles · 11 glossary terms
Explores usability, user journeys, and feature adoption through practical examples of onboarding and everyday product use.
Articles by Oliver Reed
21 articles
Growth & Marketing · Nov 7, 2026 · 8 min read
How to increase website traffic: 14 strategies and how to tell what's working
Fourteen ways to increase website traffic across search, content, email, social, referrals and ads, chosen from a measured baseline, with time to impact and cost for each, a worked six-month plan and how to measure which ones actually worked.
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Analytics · Nov 6, 2026 · 5 min read
Product analytics vs marketing analytics: differences and why to join them
Product analytics vs marketing analytics: a side-by-side comparison, where they overlap, why joining them on one identity matters, and a channel example.
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Growth & Marketing · Nov 6, 2026 · 6 min read
How to improve website engagement: metrics and 12 tactics
Improve website engagement by defining the next meaningful step per page type. Metrics to track, 12 tactics, a four-step process and a guide example.
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Growth & Marketing · Nov 6, 2026 · 6 min read
Ecommerce CRO: a 7-step guide to more orders and revenue
Ecommerce conversion rate optimization across product pages, cart, checkout and payment, judged by revenue per visitor. Seven steps, a fashion store example and FAQ.
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Growth & Marketing · Nov 6, 2026 · 6 min read
Customer journey optimization: find and fix the stage that loses customers
Customer journey optimization measures the journey customers already take and fixes the stage where they stall. Six steps, a SaaS sign-up example with friction signals, mistakes and a FAQ.
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Growth & Marketing · Nov 6, 2026 · 8 min read
Website optimization: a 6-step guide to speed, search, UX and conversion
Website optimization makes a site faster, easier to find and easier to convert on. The four layers to measure, a six-step process, a worked example with three fixes, and common mistakes.
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Growth & Marketing · Nov 4, 2026 · 4 min read
Social Media Analytics Dashboard: What to Include and How to Read It
A useful social media dashboard connects platform numbers (reach, engagement) with what those visitors do on your site (sessions, sign-ups, sales). What to include, a layout, a worked month across four networks, and why platform clicks never equal sessions.
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Growth & Marketing · Nov 4, 2026 · 4 min read
Cross-Channel Marketing: How to Plan It and Measure What Works
Cross-channel marketing connects channels into one journey instead of running them side by side. How it differs from multichannel and omnichannel, a sample of 1,000 conversions credited three ways, and the measurement rules that keep it honest.
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Analytics · Nov 4, 2026 · 4 min read
Unassigned Traffic in GA4: What It Means and How to Fix It
Unassigned is the GA4 channel for sessions that match no channel rule. The usual causes, how to find which applies, a table of medium values to rename, a sample cleanup and a naming standard to prevent it.
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Analytics · Nov 4, 2026 · 4 min read
How to Track QR Code Scans, From Scan to Sale
How to track QR code scans end to end: tag the link with UTM parameters per placement, read scans as sessions in analytics, and follow them through to sign-ups and sales. With a sample of three placements.
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Analytics · Nov 4, 2026 · 4 min read
What Is (not set) in Google Analytics? Causes and Fixes by Report
(not set) is the placeholder Google Analytics shows when a value is missing for a dimension. Where it appears, the usual cause in each report, how much is normal and how to reduce it.
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Analytics · Nov 4, 2026 · 4 min read
Conversion Paths: Design Them, Then Read the Ones People Actually Take
A conversion path is the route from a first click to a completed goal. The four parts of a designed path with one metric each, and how to read the real paths backward from the goal to find the pages that feed it.
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Analytics · Nov 4, 2026 · 5 min read
Landing Page Analytics: A Six-Metric Scorecard That Shows Where Visitors Drop
Landing page analytics should tell you where on the page visitors are lost, not just how many converted. Six metrics in page order, a sample scorecard of four pages, and the patterns that point at the fix.
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Analytics · Nov 4, 2026 · 5 min read
Referral Traffic: What It Is, What Isn’t, and How to Judge It
Referral traffic is visits that arrive by a link on another website. How analytics decides a visit is a referral, the referrers that are not real referrals, and how to judge referring sites by what their visitors do.
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Analytics · Nov 4, 2026 · 5 min read
What Is a Good Conversion Rate? How to Judge Yours
A good conversion rate depends on what you count as a conversion, what you divide by, and who your visitors are. Rough ranges by conversion type, the two denominators that change the number, and how to judge your own rate by splitting it.
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Growth & Marketing · Nov 3, 2026 · 5 min read
Lead Conversion Rate: Three Formulas and the Cohort Method
"Lead conversion rate" can mean visitor to lead, lead to qualified, or lead to customer. The formula for each, why dividing this month's customers by this month's leads misleads, and how to measure by lead cohort with a fixed window.
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Growth & Marketing · Nov 3, 2026 · 5 min read
Content Performance Metrics: Score Each Article in Four Stages
Content performance metrics grouped into four stages for each article (found, read, acted, lasted), a scorecard that turns them into keep, update, merge or remove decisions, and a fixed-window check for decay.
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Analytics · Nov 3, 2026 · 6 min read
Conversion Tracking: Set It Up on Your Site and Count Each Once
Conversion tracking on your own site: decide what counts, record each conversion as a page goal, client event or server event, keep it from being counted twice, verify it, and keep it apart from ad-platform tags.
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Analytics · Nov 3, 2026 · 6 min read
Direct Traffic: What Ends Up in It and How to Shrink It
Direct traffic is where visits land when the source is lost. Read the landing pages inside it to separate real direct visits from untagged email, apps and stripped referrers, then fix each cause.
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Analytics · Nov 3, 2026 · 6 min read
Engagement Metrics: What to Measure on a Site and in a Product
Engagement metrics for websites and products with formulas and blind spots, how engaged sessions are counted, and how to raise user engagement without gaming the number.
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Live Chat · May 14, 2026 · 9 min read
Proactive chat best practices: triggers, copy and limits that don't annoy
Proactive chat works when it arrives at the moment of a real question. Triggers, invite copy, frequency limits, staffing and how to measure whether invites lift conversion.
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Glossary terms by Oliver Reed
11 glossary terms
Glossary
Cost per acquisition (CPA)
Cost per acquisition (CPA) is the average marketing cost of one conversion, calculated as the spend on a campaign or channel divided by the number of conversions it produced, where the conversion is a defined action such as a purchase, sign-up or lead.
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Glossary
Dark social
Dark social is traffic from links shared in private channels, such as messaging apps, email, Slack or direct messages, that reaches your site without a referrer, so analytics tools usually count it as direct traffic.
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Glossary
Digital analytics
Digital analytics is the collection and analysis of data from all of an organization’s digital touchpoints (websites, apps, ads, email, social and support) to understand customer behavior across channels and improve business results.
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Glossary
HTTP referer (referrer)
The referrer is the URL of the page that led to the current request, sent by the browser in the HTTP Referer header (spelled with one r) and available to scripts as document.
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Glossary
Live chat
Live chat is a customer communication channel that lets website or app visitors exchange real-time text messages with a company's support or sales agents, or an AI assistant, through a chat window embedded in the page.
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Glossary
Proactive invite
A chat message the site opens itself when a rule matches — for example, a visitor who has been on the pricing page for 20 seconds.
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Glossary
Product-led sales
Product-led sales (PLS) is a go-to-market model in which a self-serve product is the main way customers start, and a sales team engages the accounts whose product usage shows buying intent, prioritised by signals such as team growth, usage limits and key feature adoption.
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Glossary
Self-referral in analytics
In web analytics, a self-referral is a session whose source is recorded as your own domain or subdomain, because a visit was split or lost its original source, so internal navigation appears as referral traffic.
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Glossary
Source / channel
Source is where a visit came from — google.
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Glossary
User acquisition: channels, metrics and how to compare them
User acquisition is the process of attracting new users to a product, such as app installs, sign-ups or accounts, through paid, organic, referral, partner and product-led channels, measured by cost, volume and the quality of the users acquired.
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Glossary
UTM parameters
Five tags appended to a link — utm_source, utm_medium, utm_campaign, utm_term, utm_content — that tell analytics where a click came from.
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