CRO Dun Goofed - When Perverse Incentives Strike
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The Importance of Contextual Metrics in Test Evaluation
This chapter discusses the potential pitfalls of solely focusing on metrics like time on site or conversion rate when evaluating the success of a test, without considering factors such as user experience or overall improvement. The speaker emphasizes the need for pre-test KPI setting and iterative testing to achieve meaningful wins.
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