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03Case studiesSituation · cause · change · verifiable outcome
Project situations

The symptom and the real cause are rarely the same.

See how we move from a confusing business situation to a clear next step. Company names and sensitive data remain confidential.

Read the first story ↓
A business team uses evidence to choose the next improvement
Situation → cause → decisionIdeas become a clear order of priorities.
A business team uses evidence to choose the next improvement
From evidence to decision

You do not need more ideas. You need a clearer next step.

We connect the starting point, the cause we identified and the outcome of the change in one story. This makes it easy to understand why that improvement should come first.

01Situation02Cause identified03Verified change
01
B2B IT · offer and content

Buyers are not looking for technology. They are looking for a solution to their problem.

The company listed technologies, while buyers wanted to know how to reduce downtime and risk and free up capacity.

Cause identifiedThe service was technically strong, but the offer did not begin with the customer’s business situation.

Sales conversations therefore began with basic explanations, and the team identified genuine opportunities too late.

What would we change?

  • Organise services around the real problems customers need to solve.
  • Use content to answer buyers’ recurring questions.
  • Offer a clear next step even to buyers who are still researching.
  • Guide prospects from useful content towards an enquiry.
What changes in practice?Prospects recognise their own problem sooner, so sales conversations begin with less basic explanation.

What we measure: We compare the volume and quality of genuinely qualified enquiries from the same traffic sources before and after the change.

How the message changedFeature → customer problem → clear solution
02
E-commerce · mobile purchasing

More traffic is not always the answer. Sometimes purchasing needs to become easier.

Advertising costs kept rising. Before launching another campaign, we would examine what creates uncertainty on the product page and during mobile checkout.

Cause identifiedTraffic quality was not the main problem. Friction and uncertainty during mobile purchasing were.

Important delivery and warranty details appeared too late, and checkout required too many decisions.

What would we change?

  • Move essential information forward and explain it more clearly.
  • Reduce and simplify the steps to complete a mobile purchase.
  • Send a useful reminder after an abandoned basket.
  • Use different messages for new prospects and returning customers.
What changes in practice?Buyers find the information they need sooner and face fewer obstacles on the way to payment.

What we measure: We compare mobile purchase completion and the number of support requests during checkout before and after the change.

FocusProduct page · mobile · follow-up
03
Education · prospect follow-up

Not every prospect needs the answer to the same question.

People who were only exploring received the same message as those ready to enrol. Much of the information therefore arrived at the wrong time.

Cause identifiedInterest existed, but the information did not reflect where each person was in the decision process.

Researchers were prompted to enrol too early, while decision-ready prospects could not find practical answers quickly.

What would we change?

  • Treat researchers and enrolment-ready prospects as distinct groups.
  • Answer the most common questions clearly on the enrolment page.
  • Time reminders for when they genuinely support the decision.
  • Reconnect with earlier prospects using useful, non-intrusive messages.
What changes in practice?Prospects receive answers that match their decision stage, while the team sees more clearly who needs follow-up.

What we measure: We track the ratio between enquiries and completed applications across a full enrolment period, together with the steps where people drop out.

JourneyInterest → useful information → decision
Recommended first step

Before investing in another solution, find the real cause.

The marketing audit identifies the causes in detail. The self-assessment provides an initial guide in three minutes.

Audit details ↗Self-assessment