Duolingo's search surface is a second product
A language app with an enormous indexed footprint. What the free content layer is doing for acquisition, and what it costs to keep standing.
Topic
Analysis
16 articles.
An Apple product page, read line by line
The most copied page format in technology. What Apple's product pages are structurally doing, and why the imitations get it wrong.
Core Web Vitals and what they are actually worth
Speed metrics became a compliance exercise. What the numbers do for rankings, what they do for conversion, and which sites can safely ignore them.
HubSpot versus Salesforce: two pricing pages, two sales motions
Both publish numbers; only one expects you to buy from the page. What each pricing surface reveals about how the company actually sells.
How to run an A/B test when you do not have the traffic
Most business sites cannot detect the effects they are testing for. How to know when a test is pointless, and what to do instead.
How long before SEO shows up in the numbers
Realistic timelines by starting position, with the leading indicators worth watching in the meantime and the point at which to call it.
GA4 versus Plausible versus server logs
Three ways to count visitors, three different numbers. What each one actually measures, what consent banners do to them, and which to trust.
Stripe's pricing page, read as a strategy document
Stripe publishes a headline rate and a long tail of everything else. What the structure of that page says about who it wants and who it tolerates.
Ryanair's website is doing exactly what it was built to do
Widely called the worst site in travel, and consistently profitable. What the booking flow optimises for, and why the criticism misses the target.
Monzo versus Revolut: two banks, two websites, two bets
Two challenger banks with visibly different public sites. What each one leads with, who each is trying to reassure, and where the strategies diverge.
Patagonia's site sells the argument before the jacket
A retailer that gives editorial equal billing with product. What the structure of Patagonia's site commits them to, and where the tension shows.
IKEA's website is a warehouse with a search box
A catalogue of thousands of items, sold to people who mostly know what they want. What IKEA's site optimises for, and what it visibly gives up.
Notion's onboarding, walked through as a new user
A blank-canvas product has an onboarding problem by construction. What Notion's first-run flow does about it, and where it still loses people.
Basecamp's website is an argument, not a brochure
Basecamp's public site sells a position rather than a feature set. What that buys them, what it costs them, and who it deliberately turns away.
How to read a company's digital presence
A repeatable method for judging any company from its public surface alone: site, pricing page, onboarding, search footprint. No insider numbers required.
Measuring what a website does
Most website reporting measures activity, not effect. A measurement stack that answers whether the site changed anything, and admits when it cannot.