Marketing & search · Website help · Report reconciliation

A small count produces an alarming percentage change

A dashboard highlights a large percentage movement based on very few observed enquiries, encouraging an immediate website change.

What to change

Show the underlying counts beside the percentage and review whether the observation window is sufficient for the decision. A small numerical difference can produce a dramatic relative change without establishing a stable pattern. Ask the analyst to compare a longer relevant window and document operational changes that might explain the result. Avoid inventing a statistical certainty; the useful output is a proportionate next check based on the available evidence.

A worked example

Illustrative example

Illustrative test: A fictional change from two to three observations is described with both counts and its percentage.

How to check the result

The manager understands the scale and limits before commissioning a fix.

A mistake to avoid

A large percentage is not automatically a large operational change.

Your action checklist

Use these checks to prepare a discussion with your team or supplier. Tick a check when you have recorded the decision or evidence, rather than when a feature has simply been promised.

Decisions to record

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Healthcare marketing planning with an editorial calendar, audience question and campaign brief.
Start with the audience question and a clear content brief.
Healthcare marketing enquiry journey connecting a service page, message and appointment calendar.
Connect the public promise to a supported next step.
Healthcare marketing measurement illustrated by a dashboard, comparison bars and inspection lens.
Check the evidence and definitions behind the report.

Further reading

These primary sources provide additional context for the project decisions above.

Related decisions

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