> We could bend the conversion curve but not change the people who would convert. I think this is very common. I talked to salespeople who claimed that custome

> We could bend the conversion curve but not change the people who would convert. I think this is very common. I talked to salespeople who claimed that customers on 2.0 are happier than those on 1.0, which they had determined by measuring satisfaction in the two groups and got a statistically significant result. What they didn't realise was that almost all of the customers on 2.0 had been those that willingly upgraded from 1.0. What sort of customer willingly upgrades? The most satisfied ones. Again: they bent the curve, didn't change the people. I'm sure this type of confounding-by-self-selection is incredibly common.