Conservation of Intent: The hidden reason why A/B tests aren’t as effective as they look
Andrew Chen
JULY 2, 2018
When a +10% isn’t really a +10%. OK, this is an infuriating startup experience: You ship an experiment that’s +10% in your conversion funnel. Then your revenue/installs/whatever goes up by +10% right? Wrong :(. Turns out usually it goes up a little bit, or maybe not at all. Why is that? Let’s call this the “ Conservation of Intent.” The difference between high- and low-intent users.
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