Conversion branches
Behavior should decide the next offer, not just the channel that delivered the visit.
Conversion branches turn session triggers into next-best commercial moves so monetization follows intent, trust, and readiness instead of treating every click as equally qualified.
| Branch | Trigger | Next offer | Conversion | Yield | Health | Explanation |
|---|---|---|---|---|---|---|
| High-intent UTM + return session | utm_campaign contains revops and session_count > 1 | Book paid diagnostic | 31% | $214 | healthy | Repeat sessions from explicit GTM problem framing tolerate the fastest path to a paid offer. |
| Pricing hover with no CTA click | pricing_viewed and cta_click = false | Send comparison worksheet | 13% | $74 | watch | This branch works only when the worksheet reframes value. A generic follow-up email turns curiosity into drop-off. |
| Threat signal traffic | utm_source = google-cpc and scorecard_completed = true | Traffic integrity sprint | 19% | $156 | healthy | Threat-aware sessions monetize well when the next offer is a contained sprint, not a broad transformation package. |
| Low-intent content binge | 3+ articles and no offer interaction | Newsletter plus case-study ladder | 6% | $19 | critical | The current branch harvests attention but not qualified demand. It needs a clearer bridge from learning to commercial action. |