It's inexplicable when there are alternative phones available for 1/10 the cost. Why would you choose to take on a $40/mo expense when you could buy an entire fully functioning low end Android phone for $40?
> And so on and so on. I pay more upfront to save a ton down the line.
But my example is that I'm paying less upfront than my neighbors. They are the ones buying iPhones and name brand cereal with SNAP while I'm over here using cheap phones and eating generic brand cereal. It just seems paradoxical is all I'm saying.
The difference between a cheap Android and an old iPhone isn't going to be enough to buy a home, or provide food for the family every day, or pay for (or off) an education, or pay for medical expenses, or buy a reliable car, or any of the other truly expensive things that those with wealth take for granted.
Judging the spending habits of the poor on small luxuries is a common way we shift the blame of poverty onto the poor. It allows the rich to feel better about themselves and about the society they've built.
I have to admit I was a little surprised too, but for our business it didn't seem this "high-intent" vs "low-intent" distinction existed. And with that out of the way we continued to optimize conversion rates, and our revenue continued to go up.
Every company is different so I don't want to generalize too much, but if somebody tells me they ran an A/B test that said some key flow went up 10%, but then afterwards the traffic/revenue/whatever didn't go up 10%, I think the most likely candidate is bad test design. Humans are really good at rigging A/B tests to produce wrong results in their favor. I guarantee every single company who isn't maniacal about A/B testing does at least one of the following:
- Uses a tool to grade A/B tests that isn't statistically sound
- Let's people check tests too often and allows them to stop the test when it hits a good result
- Running a test with a lot of similar variations and cherry picking the best one
- Doesn't plan for enough traffic to detect the percentage of change their test is likely to produce
All of these create the potential for the perceived gains of the A/B test not matching up with real world result.
I'm not saying the distinction between "low-intent" and "high-intent" customers doesn't exist, but it is fairly easy to test for. Do that test for your business and see if that distinction exists. But don't use it as some magical explanation for why your A/B tests aren't producing the results you want as this article suggests.
Seems that nobody wants to know that the darling Tesla is rotten at the core. Culture comes from the top. It's ok to love the technology, to the love the cars, but hate the culture, hate the sexism. You don't have to be complicit in their discrimination just because you see electric vehicles as the future. Hold your heroes to higher standards.
Edit: for those of you saying 'yes': who decides what is "fair"?
The universe is eternal, which means it has always and will always exist. If there is something that always exists, then it is impossible for there to be nothing. It is impossible for there to be nothing.
Not a very satisfactory answer. The interesting question just becomes: Why is the universe eternal? or Why does there exist an eternal universe at all?