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Impressions, conversion rate, and when to trust a winner.
Written by Aleksandar Simov · Updated · 2 min read
Short answer
Each variant shows visitors, conversions and conversion rate with the current leader highlighted. Free reads "Collecting data" under 100 visitors and "No clear winner yet" after that. Pro adds significance, Bayesian probability-to-beat, an uplift interval and a sample-ratio-mismatch check, and calls a winner only when both variants pass its thresholds.
What each variant shows
Each variant shows visitors, conversions and conversion rate, with the current leader highlighted. In Free the verdict reads "Collecting data" under 100 visitors and "No clear winner yet" after that; nothing on Free can be read as significance. A lead is not a verdict: early numbers swing wildly, which is why the planner asks you to set a sample size before you start.
When to decide
Run until you hit the planned sample, in whole weeks so weekday and weekend visitors are both represented, then decide. Pro computes statistical significance (a two-sided two-proportion z-test), Bayesian probability-to-beat and an uplift confidence interval, and flags sample-ratio mismatch if the traffic split looks broken. Pro calls a winner only when both variants have at least 100 visitors, there are 25 conversions between them, the confidence is at or above your threshold (95% by default) and no SRM warning is active.
Declaring a winner
When you declare a winner, one click keeps showing it to every visitor, with no further tracking, until you have edited the real page. If the result is inconclusive at your planned sample, that is an answer too: keep the simpler version and test something bolder.
Want the longer read? See how long to run a test on the blog, or browse all docs.
Common questions
When does Pro declare a winner?
When a challenger beats the original, both have at least 100 visitors, there are 25 conversions between them, confidence is at or above your threshold (95% by default, raised automatically when a test has more than two variants) and no sample-ratio-mismatch warning is active.
What does "No clear winner yet" mean in Free?
Free does not compute significance. It shows the leader and the counts; the verdict text only tells you that nothing on Free can be read as significance.
What happens when I declare a winner?
One click keeps showing the winner to every visitor, with no further tracking, until you have edited the real page.
What do visitors see while a test is paused or stopped?
The original. While an element test is a draft, paused, or stopped without a kept winner, visitors see the original version and the other versions stay hidden.
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