What the article largely discusses seems to be a problem with the metrics one chooses as a proxy. Let's say you're actually trying to optimize total transactio

What the article largely discusses seems to be a problem with the metrics one chooses as a proxy. Let's say you're actually trying to optimize total transaction value on the site or total number of transactions or something like the overall fraction of users with at least one transaction within a certain window of time. Then - as the article rightly observes - getting users not to bounce on a particular page is a TERRIBLE proxy to what you're optimizing for. If that's not clear to you, you have no business running A/B tests without supervision. Source: co-designed one iteration of the experimentation framework for Booking.com many years ago. Indirectly managed the team of much more qualified people that took it a world further.