Case Study: Leafly achieves measurable feature impact and a 107% CTR lift with Split

A Data-Driven and Agile Approach to the Budding Cannabis Industry

Leafly is the world’s largest cannabis website, serving more than 15 million visitors a month with education, journalism, and tools to find and buy cannabis from licensed retailers. To move faster and be more data-driven, the product team needed better experimentation and attribution than customer interviews and standard analytics could provide—previously it was impossible to tie Google Analytics events to specific feature variations.

Leafly adopted Split for feature flagging and A/B testing and integrated it with Google Analytics and FullStory to combine quantitative results with session replay. That workflow powered a homepage rebrand and strain-detail experiments that drove a 107% CTR lift when dispensaries were surfaced early, revealed why conversions stalled for in-store‑only items, and led to prioritized UX fixes and ongoing biweekly FullStory reviews—creating a repeatable, customer‑centric experimentation practice.

Leafly

Ian Metz

Sr. Product Manager