What evidence should a case study include?
A case study should identify the starting website, objectives and measurement period. Show the relevant pages and explain the changes. Published client identities and data require permission from the business involved.
How should results be compared?
Results should be compared across equivalent periods with clear definitions. Enquiries, conversions and organic traffic are different measures. Campaign changes, seasonality and tracking updates need disclosure when they affect interpretation.
What makes a claim unreliable?
A claim is unreliable when it lacks a baseline, date or measurement method. A ranking screenshot describes one query at one point in time. It does not prove that the redesign caused every subsequent sale.
What should you record before making a decision?
Record the requirements and evidence relevant to this question before accepting a proposal. Distinguish the work needed at launch from ongoing responsibilities. A clear written scope gives both the business and the supplier an agreed basis for review.
- Baseline and project goal
- Work completed
- Measurement method and time period
- Limitations and client approval
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