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. “The goal of a test is not to get a lift, but rather to get a learning.” — @FlintsNotes, @MECLABS Tweet This Resources You’re Doing Landing Page Testing Wrong: These Are the 5 Rules to Do It Right [Case Studies] How Failed A/B Tests Can Increase Conversion Rates 6 A/B Tests That Did Absolutely Nothing for Us