The format of our upcoming case studies.

Four parts, always in the same order.

1. 1

   Context

   The store, its industry, its traffic, and the question it was asking before testing.

2. 2

   The test

   The page, the variant, the primary metric, and the plan locked at launch: duration, checkpoints, guardrails.

3. 3

   Results in numbers

   The lift and its 95% range, the estimate corrected for the winner’s curse, and the monthly amount in margin.

4. 4

   What changed

   The decision made, the gradual rollout, and what the store measured afterward.