Insights

15 active findings

What is working

  • Landing-page A/B test on /renewal drove qualification start rate +12%
    low priorityhigh confidence
    The new headline "Renewing in 90 Days? Save on Your Renewal" outperformed the previous "Renewal Coming Up?" by 12% on qualification starts over a 10-day test.
    Evidence: Variant A (new): 268 completions from 430 starts (62%). Variant B (old): 232 from 418 (55.5%).
    → Promote Variant A to 100% traffic; apply the framing to other product landing pages.
    Variant A completion: 62%Variant B completion: 55.5%Lift: +12%4d ago

What needs attention

  • Ontario Refinance Q3 is producing the lowest cost per Tier A opportunity
    high priorityhigh confidence
    Cost per Tier A on Ontario Refinance Q3 sits at $283 — well below the portfolio average of $410. Ad ad_01 in particular is delivering 41% of the campaign's Tier A volume with only 33% of the ad spend.
    Evidence: 5,940 spend / 21 Tier A = $283 CPA vs portfolio blended $410. Ad ad_01: $1,980 spend → 9 Tier A ($220 CPA).
    → Consider scaling ad_01 spend by 30–40% while creative fatigue metrics remain healthy.
    CPA (Tier A): $283Portfolio avg: $410Delta: −31%6h ago
  • GTA HELOC Homeowners is generating traffic but too many Tier C inquiries
    high priorityhigh confidence
    HELOC campaign converts inquiries at only a 46% qualification rate compared to 78% on the refinance campaign, with a Tier C share of 56% — the highest in the portfolio.
    Evidence: 410 form starts → 189 completions (46%). Tier breakdown: 8 A / 11 B / 24 C.
    → Test a stricter pre-qualification quiz upfront to filter out Tier C traffic. Consider excluding renters from audience.
    Completion rate: 46%Tier C share: 56%CPA (Tier A): $60810h ago
  • Mobile visitors abandon the qualification form at the income question
    high priorityhigh confidence
    Mobile qualification-form abandonment jumps from 12% to 34% at the income-documentation question. Desktop shows only a 6% abandonment increase at the same step.
    Evidence: GA4 event drop-off + Clarity heatmap analysis over the last 14 days on /refinance.
    → Test a simplified income range picker vs the current 6-field income form on mobile. Measure completion rate lift.
    Mobile abandon at Q5: 34%Desktop abandon at Q5: 6%Gap: +28 pts14h ago
  • Opportunities contacted within 10 minutes book appointments at 2.4× the rate
    high priorityhigh confidence
    Across the last 30 days, opportunities receiving broker contact within 10 minutes have a 46% appointment-booking rate. Contact after 30 minutes drops to 19%.
    Evidence: 13 <10min contacts → 6 appointments (46%). 22 >30min contacts → 4 appointments (18%).
    → Enable Tier A instant push notifications to broker phones. Target sub-5 min average first response.
    <10 min: 46%10–30 min: 32%>30 min: 18%20h ago
  • Renewal-related traffic is trending upward
    high priorityhigh confidence
    Renewal-intent traffic grew 34% over the last 30 days. Renewals are highly qualified (Tier A share 41%) and shortest inquiry-to-funding path (22 days average).
    Evidence: Renewal campaign (cmp_04) sessions +34%. Renewal share of tiers: A 41% / B 30% / C 27%. Funded op_023 in 22 days.
    → Increase renewal budget by 20% and test a dedicated 120-90 day renewal-window ad set.
    Sessions Δ: +34%Tier A share: 41%Inquiry→funded avg: 22 days1d ago
  • Kevin Larose's open reverse-mortgage inquiry needs reassignment
    high priorityhigh confidence
    Kevin is on leave until Aug 1. Op_024 (Colin Ainsworth, Waterloo, reverse mortgage) delivered 6 days ago — needs immediate reassignment.
    Evidence: Op_024 delivered 170h ago, no first response. Kevin's next available date is beyond the standard 24h SLA.
    → Reassign to another reverse-mortgage-capable broker or auto-route to Amanda for triage.
    Hours delayed: 170SLA target: ≤24hBroker status: On leave4h ago

Emerging trends

  • Instagram traffic is cheaper but converts at half the rate of Facebook
    medium priorityhigh confidence
    CPC on Instagram is $1.83 vs $2.62 on Facebook — but qualification completion runs 31% on IG vs 62% on FB across the same campaigns.
    Evidence: 2,610 IG clicks → 189 completions (7.2%). 4,320 FB clicks → 620 completions (14.4%).
    → Test an Instagram-native lead ad format on cmp_02 vs the current landing-page destination.
    CPC (IG): $1.83CPC (FB): $2.62Completion (IG): 31%Completion (FB): 62%2d ago
  • Referral opportunities show the highest funded conversion rate
    low prioritylow confidence
    Referral-sourced opportunities (op_023) convert to funded at 100% in the current period. Very small sample but strong signal.
    Evidence: 1/1 referral opportunities funded. Suggested acquisition channel worth cultivating.
    → Instrument a formal referral program with tracking. Ask funded op_013 for a referral (already flagged as next action).
    Referral funded: 100%Meta funded: 9%Volume: 16d ago

Campaign insights

  • Landing-page A/B test on /renewal drove qualification start rate +12%
    low priorityhigh confidence
    The new headline "Renewing in 90 Days? Save on Your Renewal" outperformed the previous "Renewal Coming Up?" by 12% on qualification starts over a 10-day test.
    Evidence: Variant A (new): 268 completions from 430 starts (62%). Variant B (old): 232 from 418 (55.5%).
    → Promote Variant A to 100% traffic; apply the framing to other product landing pages.
    Variant A completion: 62%Variant B completion: 55.5%Lift: +12%4d ago

Website insights

  • /refinance-savings has the best cost-adjusted conversion rate
    medium prioritymedium confidence
    Landing page /refinance-savings converts at 6.9% but only receives 40% of the /refinance traffic. Testing a wider distribution against equivalent audiences could scale volume.
    Evidence: 890 views → 12 QOs (6.9%). /refinance: 2140 views → 24 QOs (6.4%).
    → A/B split adset traffic 50/50 between /refinance and /refinance-savings for 14 days.
    /refinance-savings conv: 6.9%/refinance conv: 6.4%Traffic ratio: 0.42×3d ago

Conversation insights

  • HELOC vs refinance is the top confusion point in AI chat
    medium priorityhigh confidence
    Of the last 40 chat conversations, 11 asked variations of "what's the difference between HELOC and refinance?" — the most common single question topic.
    Evidence: 11/40 conversations (27%) contain the phrase or intent. Confusion correlates with lower qualification completion (52% vs 68%).
    → Add a HELOC-vs-Refi decision card at the top of /heloc and /refinance. Test AI-first prompt to disambiguate intent earlier.
    Conversations: 11/40Completion when confused: 52%Completion when clear: 68%1d ago
  • Self-employed conversations produce Tier B volume worth reviewing manually
    medium prioritymedium confidence
    Self-employed inquiries scoring 55–70 (Tier B) currently show a 68% appointment-booking rate — higher than Tier A on some campaigns. Manual review could recover Tier A upgrades.
    Evidence: Self-emp Tier B: 12/12 opportunities, 8 appointments (66.7%).
    → Have David Kowalski manually review Tier B self-employed opportunities weekly for tier upgrades.
    Appointment rate: 66.7%Tier A benchmark: 58%Volume: 12 opps3d ago
  • Chat conversations lasting 10+ turns convert 3× better than short chats
    medium prioritymedium confidence
    Conversations with 10+ messages book appointments at 44% vs 15% for shorter conversations.
    Evidence: 9 long conversations → 4 booked. 11 short conversations → 2 booked.
    → Refine chat agent to ask more clarifying questions before offering a broker introduction. Target ≥8-turn conversations.
    Long chat booking: 44%Short chat booking: 18%Lift: 2.4×8d ago

Broker follow-up

  • Rachel Ng has the highest funded-rate on assigned opportunities
    medium priorityhigh confidence
    Rachel converts 27% of assigned opportunities to funded within 30 days. Portfolio average is 11%. Workload has grown 40% in 2 weeks — capacity risk.
    Evidence: 11 assigned in 30d → 3 funded (27%). Capacity signal at 88% (target ≤75%).
    → Consider capping Rachel's Tier A assignments this week; route overflow to Amanda or Priya.
    Funded rate: 27%Portfolio avg: 11%Capacity: 88%2d ago

Customer insights

  • Renewal-related traffic is trending upward
    high priorityhigh confidence
    Renewal-intent traffic grew 34% over the last 30 days. Renewals are highly qualified (Tier A share 41%) and shortest inquiry-to-funding path (22 days average).
    Evidence: Renewal campaign (cmp_04) sessions +34%. Renewal share of tiers: A 41% / B 30% / C 27%. Funded op_023 in 22 days.
    → Increase renewal budget by 20% and test a dedicated 120-90 day renewal-window ad set.
    Sessions Δ: +34%Tier A share: 41%Inquiry→funded avg: 22 days1d ago
  • Debt-consolidation traffic is highest-intent but lowest response rate
    medium prioritymedium confidence
    Debt-consolidation prospects (from cmp_06) have the highest sentiment scores and urgency but the slowest broker response time (32 min average).
    Evidence: 6 opportunities, 4 Tier B, avg first response 32 min. Sentiment scoring: 70% urgent-positive.
    → Route debt-consolidation opportunities exclusively to Nadia Aslam (specialty match, capacity available).
    Avg response: 32 minPortfolio avg: 17 minSentiment: Urgent5d ago