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This may be due to “newness” factor of variations, generally when you create a variation, existing visitors who are used to seeing original page, react positively to the variations and hence conversion may increase. But with time, the new variation also becomes old and the newness factor disappears. However, this effect is of course valid if the traffic is composed of repeat visitors.
In any case, we recommend running a test for at least 7 days even if a winner is declared earlier.
Why is a winner declared earlier in the test, but then the results become even at the end? ,
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