Failed Test

Definition

An A/B testing or multivariate testing outcome where the variants were unable to produce a conversion lift over the control page. A failed test is a misnomer since a negative outcome can still produce valuable insights.

β€œThe goal of a test is not to get a lift, but rather to get a learning.” β€” @FlintsNotes, @MECLABS
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Resources

  1. [Case Studies] How Failed A/B Tests Can Increase Conversion Rates
  2. How Negative Test Results Produced a 48.69% Lift in Conversions
  3. 6 A/B Tests That Did Absolutely Nothing for Us