The LAVEL case study has been rewritten on the client's latest figures. Its results are now presented under the heading After: two windows, two different questions.
Window one: Q1 2026 vs Q1 2025 is the clean comparison: in that quarter nothing changed in the store except the photos. Window two: January 1 – July 31, year over year shows the scale over seven months — orders, revenue and average order value, with the source of the sales figures named under the table. A short section, What this result means, and what it does not, sets out how far the figures reach.
A new section, What moved along the way, shows the Meta Ads and Google Merchant Center metrics for the same period, together with the context that clicks from Google Shopping had been falling the year before. Four things you won't see in the tables gathers the client's own observations from the store, presented as the client's account rather than our measurement.
The cost comparison under What the shoot cost, what the catalog costs now covers a scope of 200 products. Its itemised table is introduced as a reconstruction of a typical shoot at that scale, not as the client's invoices. The figures under Two numbers from day-to-day work now carry the line Both numbers come from LAVEL's own measurements, not ours.