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What are Flat Results? -Clickipedia


What Flat Results are: When there is no significant difference in data between your test version(s) and control, based on conversion rates or other important KPIs.

Why Flat Results matter: This doesn’t mean you haven’t learned anything and that your test was futile. Although you may not have discovered how to increase conversions, you still learned something important: what doesn’t increase conversions.

The bottom line: By eliminating element tests that have little or no impact on your KPIs, you can focus on testing more powerful elements in the future.