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.
Summary
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.
Summary
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.
Summary
Trending keywords increased chance of buying by 10.4% and spending by 8.8% versus an empty search bar.