There's something that's been bothering me lately.
In the past year or so, I've seen a huge influx of conversion optimization tips which use case studies to support the claim that's being made.
Now, I myself am paid to write these kinds of stories, but something I'm adamant about when I chose which case studies to use is researching the validity of the cases being used.
There is a certain amount of drama in the statement "and clicks improved by 200%!" but it's really inauthentic, especially when you learn that the absolute clicks went from 10 to 30.
In this article, I'm going to share with you a story about how one man used bad (but technically correct) science to fool major media outlets to spread misinformation about how adding chocolate to your diet can help you lose weight.
We'll break down how the bad science was manipulated to show headline-worthy results, and as you read through it, I think you'll see the parallels between this and other CRO "case studies" that bombard you on a daily basis.
The goal here isn't to paint all case studies as liars - because there are some really good ones out there. Rather, I want to help you question if whether the information you're reading is valid, or published simply for PR reasons.
Also, it's kind of fun (and scary) to read about how easily the press was manipulated.
If you have any questions, or would like to discuss this further, please feel free to email me at firstname.lastname@example.org and we can talk