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.

Resources

1. You’re Doing Landing Page Testing Wrong: These Are the 5 Rules to Do It Right
2. [Case Studies] How Failed A/B Tests Can Increase Conversion Rates
3. 6 A/B Tests That Did Absolutely Nothing for Us