If the experiment results were flat or if the new variation performed worse, I would suggest three steps in deciding how to pivot Confirm it failed. Dig into the data Get user / qualitiative feedback Confirm it failed. Did you run the test for long enough to get statistical significance? (How long does an AB test calculator say you should run the test?) The most common issue with AB testing is people calling the test with not enough data. Does the experience or part of the site you were test ...Read More
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