> Simpson's paradox is when more button presses lead to more purchases. But then you look at desktop vs mobile and you find out that for both desktop and mobile more clicks doesn't mean more purchases (or worse, more clicks means fewer purchases).
How could more button presses lead to increased conversion rates while hiding this data when comparing desktop and mobile? Wouldn’t you see at least one device type demonstrating higher CVR to reflect aggregate CVR increase?
> But what else is there to measure other than checkout button click count(and follow up purchases) to measure the effect of button color change?
Purchases occur on the checkout page itself. Its design, payment input, and upsells can all impact results, potentially counteracting the button color's effects. You need a clearer hypothesis to address these.