Analyzing Results

Running the experiment is just the beginning. Understanding and acting on the results is where the real value lies. Here's how to analyze your A/B test data.

Key Metrics

For each variant, you'll see:

• Impressions - Number of times the variant was shown
• Clicks - Number of clicks on the variant
• CTR - Click-through rate (clicks/impressions)
• Confidence - Statistical confidence level

Reading the Results

The results page shows a comparison between variants. Look for:

• Which variant has a higher CTR
• The relative improvement percentage
• The confidence level (aim for 95%+)

Declaring a Winner

When one variant clearly outperforms the other with high confidence, you can declare it the winner. This automatically updates your live link to use the winning variant.

What If Results Are Inconclusive?

If neither variant shows a clear advantage after sufficient traffic, the test is inconclusive. This means both versions perform similarly - which is still valuable information! Keep the original or try a more dramatic change in your next test.

Learning from Results

Document what you learn from each test. Over time, you'll build a knowledge base of what works for your audience. Common learnings include:

• Action-oriented titles often outperform descriptive ones
• Specific numbers can increase credibility
• Shorter titles may work better on mobile
• Urgency words can boost or hurt CTR depending on audience