Why do test results fade over time?

Initial gains disappear after a while.

S: At one hundred and eighteen percent, the net expansion revenue benchmark is strong. C: The mechanism is the novelty effect: when something new is introduced, early engagement is elevated not because the feature is delivering ongoing value but because it is unfamiliar I: When novelty-window expansion is excluded and the revenue measurement is held to accounts that are still on the upgraded tier at ninety days, the true expansion durability rate for