When running any type of test to help you determine what’s working and what’s not for your Internet marketing campaign, it would be ideal if – after all the data is gathered – you could say “A clearly beat B, let’s stick with A.” However, we don’t all live in an ideal world. Sometimes, the data isn’t as helpful and you’re left with non-conclusive results.
If you receive a non-conclusive result at the end – it means that nothing outperformed anything – all configurations are performing equally without significant favor going in any direction.
However, you can flip that logic and decide that non-conclusive results release you from obsessing on factors that are apparently not as important as you thought they were. “Hi” versus “hey” may have cost your team 47 working hours. Now you have clear-cut proof that you shouldn’t spend one more hour on that discussion. Move on. Find something else to change and test. You’re welcome.