The campaign that paid twice and got credit once A media buyer was sure their newsletter sponsorship flopped. The 'Newsletter' source showed almost no revenue, and the renewal was nearly cancelled. Th…
The CRO test that 'failed' because of returning users A subscription box ran a bold new homepage and called the test a loss: conversion dropped 0.4% overall, so they reverted within a week. The clue s…
The average order value that lied across borders An outdoor-gear shop watched its average order value sink for two months and braced for a discounting problem that wasn't there. The clue was hidden in…
The 'bad' page that was actually the finish line A documentation-heavy software site flagged its install guide as a problem: a scary 79% exit rate landed it on the 'fix these pages' list. The clue cam…
The one field that cost six figures A lender had a clean funnel until the application page, where 64% of starters never finished. The team blamed 'price shoppers' and moved on for two quarters. The cl…
The traffic spike that paid no bills A content site celebrated a 30% month-over-month traffic jump and started planning around the new 'audience'. Ad revenue, oddly, stayed flat. The clue was in the n…
