The test STARTS. The results begin to roll in. You scramble to check who's winning. But the early stages of a test are not the right time to start INTERPRETING your results. Wait until your test has reached STATISTICAL significance and then revisit your original hypothesis. Did the test definitively prove or disprove your hypothesis? If so, you can start to DRAW some conclusions. When you interpret your test, try to stay disciplined about attributing your results to the specific changes made. MAKE sure there are clear connections between the change and the outcome, and there aren't any other forces at play.

The test starts. The results begin to roll in. You scramble to check who's winning. But the early stages of a test are not the right time to start interpreting your results. Wait until your test has reached statistical significance and then revisit your original hypothesis. Did the test definitively prove or disprove your hypothesis? If so, you can start to draw some conclusions. When you interpret your test, try to stay disciplined about attributing your results to the specific changes made. Make sure there are clear connections between the change and the outcome, and there aren't any other forces at play.