Pause:
Pause stops the split. Visitors see the page as it normally is and nothing is counted. Start resumes it with the results so far.
End test:
The confirmation reads "Traffic stops being split and every visitor sees the original. You can run it again later." The test moves to Ended with the note "Ended by hand." and no winner. On the Dashboard it appears under "Recent winners" as "Ended without a winner".
Declare a winner:
While a test is running, each row of the Versions table has "Declare winner". When the test is Ready, a button to declare the leader also appears in the readiness box. The confirmation reads "The test ends and this version is recorded as the winner." A winner box then appears at the top of the report with the version's name and its lift against the original.
Keep showing the winner:
Declaring a winner ends the test, which means visitors go back to the original. To keep the winning version in front of people, tick "Keep showing the winner to every visitor" in the winner box. You will see "The winner is now live for every visitor." While it is ticked the test stays Ended, everyone is shown the winner, nobody is counted, and the hourly check leaves the test alone: it is never declared again and no second email is sent. Untick it and you will see "Back to the original for everyone." The Tests tab marks such a test "Winner live" and the Dashboard shows "Winner live for everyone". The box only works on a test that has a winner.
The builder has the matching option "When a winner is declared, keep showing it to everyone (until you edit the page)". With it ticked, an automatic winner starts showing to every visitor the moment it is declared, with the test ended. You can change your mind from the report at any time. After any winner is declared, check the page in a private browser window.
Make it permanent:
Showing the winner through the plugin is meant as a bridge. The lasting step is to edit the page itself in your page builder so it matches the winning version, then untick the box. "What each version changes" at the foot of the report lists every change to copy across.
Run again:
"Run again" on an ended test restarts it and clears the recorded winner. Earlier results stay and new visitors are added to them.
Reset results:
"Reset results" sets visitors, conversions, revenue and engagement for every version back to zero and restarts the clock. The versions are kept. There is no undo.
Delete:
Delete on the Tests tab removes the test, its versions and all of its results. There is no undo.