Open a report from the Tests tab or by clicking a test name on the Dashboard.
The header:
The test name, its status, the kind of test, the page, the goal, what it is scored by, the start date and how many days it has run. The buttons are Pause and "End test" for a running test, Start or "Run again" otherwise, plus Edit, CSV and "Reset results".
Summary cards:
Visitors, Conversions, Sales, "Net revenue", and a card showing the current leader with its probability, for example "Version B is best".
Is it ready to call?
Three progress bars and a plain statement. See the article on how a winner is called.
The Versions table, column by column:
- Visitors. People given that version.
- Conversions and "Conv. rate". The count for your goal and the rate, with a 95% credible interval underneath. A wide interval means the rate is still uncertain.
- Leads, Sales, Revenue.
- Refunded. The amount taken back, with the number of refunds.
- Net. Revenue after refunds.
- "Rev / visitor". Net divided by visitors.
- Lift. The difference from the Original on the measure the test is scored by. The Original shows none.
- "P(best)". The probability this version is the best one, from 3,000 simulated outcomes of the data so far. Because it comes from simulation it can move a little between page loads.
- Time, Scroll, Bounce. Average seconds on the page, average scroll depth, and the share of visits under 5 seconds with under 20% scroll and no click.
- Rage, with dead clicks beside it. Rage clicks are repeated fast clicks in one spot. Dead clicks are clicks on something that is not interactive where nothing on the page changed.
Each row has Preview and Heat links. The current leader carries a "Leader" badge and the control an "Original" badge.
If a test is scored by revenue and has fewer than 10 sales, the report says the revenue ranking is still noisy and to read the conversion rate alongside it.
Below the table:
"Last 30 days" is a daily chart of visitors per version. "By device and source" splits visitors and conversion rate by desktop, mobile and tablet, and by paid, email, social, organic, referral and direct traffic. "In plain English" is the optional AI reading. "What each version changes" lists the exact changes.
CSV:
The CSV button downloads every column above, plus clicks and dead clicks, followed by daily visitors and conversions per version.