Imagine a company that sells a line of products and services. This company will likely have multiple goals for its website:
- to sell its products and services online
- to collect user information for sales prospects
- to drive brand awareness and loyalty
- to provide online support for existing customers
Let’s say the company has identified 20 KPIs (Key Performance Indicators) that measure the success of these four goals, and it is committed to optimizing the conversion of these goals by running many experiments. Should the company launch the treatment if some KPIs perform better but others perform worse than the control (i.e. the original site)?