A travel website wants to test whether displaying "Last 3 seats remaining" increases ticket bookings. What is the best primary metric for this test?

Question

Options

• APage Views
• BTicket Bookings
• CAdd-to-Cart Rate
• DSession Duration

• A
  12% (6)
• B
  80% (41)
• C
  6% (3)
• D
  2% (1)

Explanation

Ticket Bookings (B) is the primary metric because it directly measures the business outcome the experiment is designed to influence - the "Last 3 seats" message aims to drive purchases, so success or failure must be measured at the point of purchase.

• Page Views (A) measures traffic, not behavior change - users could see the message and still not book.
• Add-to-Cart Rate (C) is closer but is an intermediate step; a user adding to cart without completing checkout doesn't generate revenue and could be misleading.
• Session Duration (D) measures engagement time, which has no direct relationship to whether urgency messaging converts to sales.

Memory tip: Always match the metric to the intended action. Ask yourself, "What does the business actually want users to do?" - the answer is almost always your primary metric.

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