I used to think that the only possibly important metric of a page is how many sales it leads to, and with an A/B test you can prove which design is better and t

I used to think that the only possibly important metric of a page is how many sales it leads to, and with an A/B test you can prove which design is better and that is the end of discussion. I still mostly believe this. Lately however I realized there is another metric which most A/B tests don't measure (but which perhaps could be measured). That metric is, if a person sees this variation of the page, how likely are they to tell people about the service. For example if I include some sort of "human interest" content on my landing page such as my personal backstory on why I started the business, that might make it more likely to get mentioned in blogs. But such a backstory really doesn't mean much to people who are contemplating making a purchase and could hurt conversions. Not including it could deprive the landing page of thousands of leads. Including it could raise the conversion rate a bit, but there would be less potential customers to convert. When a customer looks at the page, you are trying to make a sale. When a member of the media looks at the page, perhaps they would value different things, maybe in that case those site aesthetics would be more important.