case studies
A Hotel Site Quotes a Returning Visitor More for the Same Room
Picture someone planning a weekend away. They look at a room on Monday, think about it, and come back on Wednesday to book. The price has gone up, and a red label says …
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Case Studies
case studies
A News Paywall Counts Your Free Articles and a Stranger Starts From Zero
Many news sites give you a few free articles a month, then ask you to subscribe. The count has to live somewhere, and on most sites it lives in your browser: a cookie …
case studies
A Search Page Puts a Shop You Visited Above Everything Else
If you work in search, you’ve probably had this argument. Your page ranks third. A colleague says it ranks first. You’re both looking at the same query on the …
case studies
A Shop Sets Seven Cookies Before Anyone Answers Its Cookie Banner
A cookie banner asks “Can we use cookies?” and most people assume nothing happens until they answer. This case study runs on a made-up outdoor shop, Peak …
case studies
An Airline Fare Climbs Every Time the Same Visitor Looks Again
Most people who book flights have a theory about this. You check a fare, check it again an hour later, and it’s gone up. A warning appears saying four other people …
case studies
Checking Which Ad a News Page Shows Readers in Four Countries
Say you’ve paid for a campaign that should run in Germany and France and nowhere else. The dashboard says it’s live. But the dashboard is the ad …
case studies
Seeing Both Sides of a Checkout AB Test at Once
A site owner runs a test. Half the visitors get the old checkout, half get a new one with a lower price and a different button. Then someone asks what version B actually …