Evidence

What the evidence shows.

We used to fill this page with case studies the software companies published about their own customers. Those exist to sell the software. What is here instead is research: named authors, disclosed samples, methods you can check. And we say who paid for each one.

Web Design

A tenth of a second is worth measurable money.

Deloitte took mobile site data across four sectors and isolated speed as the variable. A 0.1s improvement moved the funnel in every one of them.

What we take from it: This is why the build is measured on Core Web Vitals rather than on how it looks in a screenshot.

Measured lift

Retail: conversions8.4%

Retail: average order value9.2%

Travel: conversions10.1%

Luxury: page views per session8.6%

Conducted by 55 and Deloitte, commissioned by Google, published March 2020. 37 European and American brand sites instrumented, over 30 million user sessions, mobile load times monitored hour by hour for 30 days at the end of 2019. Analytics setups audited, and no site was redesigned during the period.

Read the study on deloitte.com ↗

Dashboards & CRM

The gap is between firms that look at their numbers and firms that don't.

McKinsey compared intensive users of customer analytics against everyone else. The differences are not marginal.

What we take from it: A dashboard is not reporting for its own sake. It is the difference between the two groups in this study.

How much more likely

More likely to outperform on new-customer acquisition23×

More likely to move customers into profitable segments21×

More likely to achieve above-average profitability19×

More likely to outperform on customer loyalty9×

McKinsey & Company, Marketing & Sales Practice. Intensive users of customer analytics compared with non-intensive users.

Read the study on mckinsey.com ↗

Google Business Profile

Almost everyone reads the reviews before they call.

A survey of a thousand US consumers on how they pick a local business. The profile is doing the qualifying before the phone ever rings.

What we take from it: Recency and replies are both on this list, which is why keeping a profile active beats setting one up and leaving it.

Share of people

Read reviews for local businesses97%

Have bought after reading reviews93%

Likely to use a business that replies to all reviews80%

Seek reviews from the last three months74%

Will only use a business rated four stars or better68%

BrightLocal Local Consumer Review Survey, 11 February 2026. 1,002 US adults via SurveyMonkey, spread across the 18–29, 30–44, 45–59 and 60+ age brackets. BrightLocal sells local SEO tools; this is its consumer survey, with the method published.

Read the study on brightlocal.com ↗

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