Why we moved away from Conversion Rate as a primary metric

Changing the primary metric for any company is not a straightforward thing to do. This shortlist alone would cause anyone to break out into a sweat! So imagine my surprise when in my first month at Gousto, the Head of Product for our Menu Tribe suggested that our primary metric, Menu Conversion Rate (MCVR) was likely to be the wrong metric for us to be using for our experiments as it violated assumptions of statistical independence. When you use conversion as a metric for your experiments, you do so, either consciously or subconsciously, under the assumption that you have a sample of independent observations. This basically means that the outcome of one event has no impact on the outcome of another event.