Myth: a winning variant stays a winner forever
Won a CTA test in March. Shipped it. Moved on. Felt great.
November: revenue per visitor on that page had quietly sagged back below where I started. The 'winner' decayed.
Why? Traffic mix shifted. We turned on a new paid channel, colder audience, different intent. The variant that won for warm organic traffic was wrong for them.
Winners are winners for the traffic you tested on. Change the traffic and the verdict can flip.
Day 1 of my new rule: re-test old winners every 2 quarters, or whenever a traffic source changes hard.
Go find your oldest 'permanent winner' and re-run it as a challenger. Bet you're surprised. Report back.
Split Test Street
@SplitTestStreet
Myth: a winning variant stays a winner forever
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