Understanding the Context of Metrics and Testing

Time on site should not automatically be viewed as a positive metric, as an increase could indicate that users struggle to find what they need. Similarly, seeing a decrease in conversion rates while experiencing an increase in add-to-cart rates raises questions about the overall effectiveness of a change. It's crucial to establish pre-test key performance indicators (KPIs) to define success accurately. A scenario where conversion rates decline but additional insights or learning emerge is not necessarily a win without further iterations leading to improvements. Avoiding perverse incentives is essential; a test cannot be deemed successful based on isolated metrics when overall performance deems it a loss. It's critical to assess metrics in context and ensure that conclusions are drawn from comprehensive analysis rather than selective data points.