The Lab / Research & Field Notes

Field notes from an active practice.

Observations, conversion benchmarks, and software architecture born inside The Art of Braces. We publish here when we have quantified findings of meaningful value to share.

Practice Economics · · 12 min read
By Benjamin Benson

We doubled online bookings while website traffic declined.

When our active practice site's monthly visitors tripled, our online bookings stayed flat. Rebuilding our booking flow unlocked over 90% completion rates from the same traffic—while intentionally eliminating our past $2,000/mo ad budget after our practice metrics proved it wasn't worth it.

90%+
Booking Completion Rate (up from 12%)
+$860K
Annual Production Lift (same traffic)
$0 / mo
Ad Budget (eliminated $2K/mo spend)
Read the full post-mortem →

Real software comes from real operations.

Every feature we engineer into OrthoBooking is tested inside The Art of Braces first. When an experiment yields meaningful clinical or financial data, we document it here.