Research
Evidence-backed research on digital behavior and the dealer layer.
The same measurement can be run on any dealer or distributor channel. Flooring and its adjacent trades were the first dataset.
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 (lab test) <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
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.