Value and outcomes
Correlation vs causation
Also calledCorrelation is not causation
Two things moving together (correlation) does not prove that one causes the other (causation). Only a controlled test can show cause.
Companies with strong design teams tend to perform better, but successful companies can also afford better design teams. The data alone cannot tell you which way the arrow points.
A randomised experiment, such as an A/B test, is the standard way to show cause: everything is the same except the change, so a difference in results can be credited to it.