Paras Chopra, an Indian tech entrepreneur, runs a successful (bootstrapped and profitable) SaaS company with annual revenue of 20+ million dollars. Recently he shared his experience related to one of his products. He wrote —
In June, we ran a test on our homepage and while I was looking at conversion rate by segments, I noticed that users from Windows had a 400% higher signup rate for VWO free trial as compared to users using Mac OS X.
Now, that’s baffling and our team spent a good deal of time trying to understand why was that happening. Someone in marketing hypothesized that perhaps Mac OS X users have a better design aesthetic and our homepage wasn’t appealing to them. Was it true?
However, the first conclusions are often wrong, especially when you’re dealing with complex systems.
Consider the case of a stock market investor who goes to a newly opened Mall and sees a long queue in front of a fast-food chain. Being curious, he finds that the fast-food chain is owned by a quick-service restaurant brand that has issued new stocks in a recent IPO.
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