Decide what the comparison actually shows
Distinguish an interface demonstration, a workflow comparison and a business-outcome claim. Showing fewer clicks in a task is different from claiming higher profit. An illustrative demonstration must be labeled as such; it should not resemble a fabricated customer dashboard.
For actual results, retain original records and permission to publish. Keep the metric definition stable. Revenue before refunds and collected revenue after refunds are not interchangeable measures.
Check comparability
| Condition | Question before publication |
|---|---|
| Population | Are the same kinds of customers included? |
| Window | Are periods comparable and outcomes mature? |
| Offer | Did price, discount or availability change? |
| Acquisition | Did budget or audience mix change? |
| Metric | Is the definition identical in both periods? |
| Attribution | What supports the claimed cause? |
If these conditions differ, explain the difference. A useful case study can report uncertainty instead of presenting a clean causal headline.
Worked example: a bigger total is not a conversion lift
Illustrative example: orders rise from 100 to 150 while visits rise from 2,000 to 3,000. Conversion remains 5% in both periods. Advertising “50% higher conversion” would be wrong. “Orders increased by 50%” is arithmetically correct but still needs context about the higher traffic and any other changes.
Likewise, a smaller time measurement is only comparable if the starting task and conditions are comparable. Do not time a prepared demonstration against a first-time user struggling with an unfamiliar tool.
Preserve limitations in the creative
Essential conditions belong where the audience can understand them. A headline should remain accurate without relying on hidden fine print. Avoid presenting selected best outcomes as typical customer expectations.
Write the claim, its supporting record and a plain-language limitation before designing the ad. If evidence is insufficient, demonstrate the mechanism instead of manufacturing a result. The proof library guide helps keep permitted evidence traceable.
Ayoub Mouhachtt
Growth & performance marketing. Explore my working background.
An AI-assisted educational guide commissioned for Ayoub’s Growth Notebook. Worked examples are illustrative; they are separate from the portfolio’s client evidence. How these guides are prepared.