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# Measurement

**Engagement:** Time on page, scroll depth, case study click-through, video play/completion rate. **Conversion:** Rate with/without social proof, by type, revenue per visitor, add-to-cart rate, form completion.

**Segment:** New vs. returning, paid vs. organic, device, geography. Cold traffic responds strongly; warm less so. High-ticket → detailed case studies; low-ticket → simple star ratings. **Qualitative:** User testing, post-purchase surveys ("What convinced you?"), session recordings.
