A buyer reading a case study wants to know what changed and whether the result is relevant to their business. For an Ataşehir business publishing a redesign case study, start with one result the project team can explain from the underlying records. Use this review before the story goes to the client for approval.
Define the result before writing the headline
Write down the action measured, the source, the time range and what is excluded. For example, count enquiries that reached the sales inbox and met the team’s qualification rule. Keep completed forms, enquiries that meet that rule and new orders as separate measures.
Give each figure a named owner who can open its source during review. If the source data changed after launch, record the change beside the figure.
Check the baseline and its denominator
Suppose qualified enquiries rise from 12 to 18 while visits rise from 400 to 900. The count increased from 12 to 18, but the share of visits producing a qualified enquiry moved from 3% to 2%. Show both the counts and the denominators. Confirm that the same qualification rule was used in both periods.
Compare periods with the same length and record other changes that may affect interpretation, such as a campaign or a different visitor mix.
Give the client a version they can verify
Send the reviewer the exact sentence, the period it covers and a redacted source table. Ask them to verify the figures and note what they approve for publication. Replace unsupported claims with a description of the delivered work and the evidence that can be shared.
Catch translation errors before publishing
Give the English and French editors the same approved row of figures. Check decimal separators, date ranges and the distinction between a percent change and a change in percentage points. Put the dates and measurement definition close to the result, where both readers can find them.
Checklist before publishing
- A source and owner exist for each number
- Both periods use the same definition
- Counts and denominators appear together
- Both languages match the approved evidence