Controlled Experiment results

With many experiments, including the Upside Down box art example, we need to think carefully about what our metrics are telling us. Suppose we look at the click-through rate, measuring the fraction of members in each experience that clicked on a title. This metric alone may be a misleading measure of whether this new UI is a success, as members might click on a title in the Upside Down product experience only in order to read it more easily.