Research
Evidence-backed research on digital behavior and the dealer layer.
Featured Research
The Last Mile Is Where Demand Changes Hands
A research note on dealer website performance in the flooring, tile, cabinet, and countertop trades.
7,700+ verified dealer sites measured 8.7s median mobile LCP <4% meet mobile threshold in lab test
Read the paper → Research
Measured Twice
1,091 dealer websites measured at two points five months apart, and the bound that puts on how much mobile page delivery changed.
Read the paper →Research
Built to Be Found
How performance and technical trust turn search into showroom visits, and why having a website doesn't mean you're discoverable.
Read the paper →Research
What I Got Wrong
A running record of hypotheses I held, the evidence that invalidated them, and what changed in the model as a result.
Read the record →Notes
Short pieces built on one measured figure each, with a link to the paper it came from.
- <4% Fewer Than 4 Percent What a buyer expects from any website, and what the dealer layer delivers.
- 71% The Desktop Mirage Why the people who run these sites see a different website than their buyers do.
- 8.7s Too Slow for the Machines The dealer layer is now being read by software that shops on a buyer's behalf.
- 17.2s One Platform, One Population What happens to a dealer network when the websites are not really separate websites.
- 22 of 29 Twenty-Two of Twenty-Nine A pass rate that barely moved, sitting on top of a passing set that mostly emptied out.