Conventional wisdom is often the result of a collective process. Bottled water is better than tap, eating fat causes health problems and ‘Conversion Rates’ in your industry—the most important metric in most digital subscription businesses—a re meant to remain low. As readers of Freakonomics, Moneyball and any of Gladwell’s books already know, conventional wisdom doesn’t always stand up to scrutiny. For the moment, let’s talk about Conversion Rates.