What Results Degradation is: The decreased performance of your winning landing page.
Why Results Degradation matters: Over time, you may expect to see your control—which once improved your KPIs—become less effective and not perform as well as it once did. This depression is sometimes the result of visitors being overexposed to the same offer or page, whether from your site or from a competitor’s.
What you can do: Keep testing, not just for the sake of testing, but to improve your conversion rates and other must-have KPIs. Strategic planning and data analysis can help you find the big idea behind your next winner—whose performance may decline over time, and starts the whole process over again.