Myth: a flat test was a waste of time
'No lift? Failed experiment.' Nah. A flat result is data, and it's saving your future self.
I tested adding three trust badges to checkout. Result: dead flat. Zero movement. Felt like a loss.
But here's the payoff: it killed a whole branch of my roadmap. The team had FOUR more 'add social proof to checkout' tests queued. Flat result said this lever's dead on this page. Cut all four. Redirected to the form, which moved 9%.
A flat test that stops you from building five losers is a win.
Go log your flat tests as 'lever exhausted,' not 'failed.' Use them to delete roadmap items. Report back.
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Myth: a flat test was a waste of time
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