Non-conclusive Results

A/B test results that fail to show a statistically significant conversion rate difference between versions. In other words, neither version won.

Non-conclusive results happen more often that most marketers would like to admit. They show that you should probably keep your site as it is, without implementing the tested design.

Inconclusive results are not testing failures. They’re successes that show you what you thought might convert well on your site doesn’t actually make a difference.