The One Metric That Makes A-B Tests Lie

Lucas and Luna dig into one of the most misunderstood pitfalls in A-B testing: how your chosen success metric can make a perfectly run experiment give you the wrong answer. Using Booking.com's infamous failed test of a 'Book Now' button — where conversion rate went up but revenue per visitor went down — they explain the difference between a metric that's easy to measure and one that actually matters. They walk through why 'click-through rate' can be a vanity metric, how Amazon prioritizes 'units per session' over 'purchase rate', and why the right north-star metric forces you to define what 'better' really means before you start. No jargon, just a concrete framework you can apply to your next test. #ABTesting #VanityMetrics #ConversionRate #SuccessMetric #Bookingcom #RevenuePerVisitor #NorthStarMetric #MarketingExperiments #DataDriven #LandingPageOptimization #ClickThroughRate #CROStrategy #BusinessPodcast #MarketingPodcast #FexingoBusiness #ConversionRateOptimization #Experimentation #AmazonStrategy Keep every episode free: buymeacoffee.com/fexingo