Test won't reach significance? Run this diagnostic

Test won't reach significance? Run this diagnostic

Day 28 and the thing is still flat at 91%. Maddening. Before you give up, walk this checklist. One of these is always the culprit:

— Effect too small. Sub-5% differences need brutal traffic. Make a bolder variant.
— Traffic too low. You're under-powered. Either wait longer or test a higher-traffic page.
— Goal too far down funnel. Move the goal up to a micro-conversion you get more of.
— Variants too similar. If B barely differs from A, of course it's a tie.
— Audience too mixed. Cold and warm traffic cancel out. Segment or filter the source.

Nine times out of ten it's row 1 or row 4: your variant was too timid.

Go look at your flat test. Is B actually BOLD? If not, that's your answer.