Articles exploring cannibalization through the lens of behavioral science and experimentation. Practical frameworks for growth leaders who measure in revenue, not vanity metrics.
2 articles
A CTA's click rate is not its conversion contribution. Aggregate test reports hide cannibalization, wrong-intent clicks, and friction injection — and the diagnostic that catches all three takes one analytics query.
The most common "directional win" in CTA testing is also the most expensive failure mode. The new CTA captures clicks that would have come from higher-converting positions, the topline reads positive, and the funnel quietly degrades. The diagnostic that catches it takes one analytics query.