Proof Decay Half-Life

Proof Decay Half-Life is the rate at which a collected review loses persuasive force as it ages, and it reframes review collection as a recurring maintenance contract rather than a one-time setup. A testimonial captured 18 months ago still sits on the page, but buyers and AI answer engines treat it as stale evidence. Agencies that sell collection as a project hand over a decaying asset; agencies that sell a monthly collection cadence hand over a compounding one. The practical lever is cadence design: request timing, channel mix, and re-solicitation windows. A Shopify store running Loox can automate post-purchase photo requests, but without a scheduled re-request to past buyers the wall of proof thins out within two quarters. Pairing collection with monitoring and response management keeps the retainer defensible, because the client sees fresh proof arriving every month instead of a static widget.