Explore peer-reviewed field experiments and meta-analyses on SaaS trials, email, paid search, referrals, content sharing and choice design. Compare methods, context and limits.
Evaluate organic-search investments over an appropriate time window and distinguish durable qualified demand from transient ranking or click changes. Consult the full paper before applying its model or effect estimates.
Plain-English take
The paper treats keyword choice and marketing expenditure as having both short- and long-run performance implications, challenging evaluation based only on immediate traffic response.
Personalized recommendations can improve immediate relevance while narrowing exploration. When testing targeted landing pages or lifecycle offers, include cross-category discovery and downstream expansion in the outcome set.
Plain-English take
Offers for products in categories customers had bought before raised purchase rates but reduced search activity.
Useful for designing search suggestions and content discovery on a site or product. Test whether suggested paths help visitors find what they need without suppressing valuable self-directed exploration.
Plain-English take
Trending keywords increased chance of buying by 10.4% and spending by 8.8% versus an empty search bar.