Before you call a winner, run these 5 gates

Before you call a winner, run these 5 gates

Day 9 of a test, B is up 18%, and the urge to ship it is brutal. I've shipped fake winners. The lift evaporated in a week. Now nothing gets called until it clears all five:

— Ran 14+ full days. Two weekend cycles minimum.
— Hit your pre-set sample size. Not 'looks like enough.' The number you wrote down before launch.
— Significance at 95% AND it held there for 3 straight days, not one spike.
— Segment it: does B win on mobile too, or just desktop carrying the average?
— Check the funnel below. A higher click can mean worse leads downstream.

All five green? Ship it. One red? Keep running.

Go check your live test against these. Be honest about gate 2.