Analyze the Results and Verify Improvement
How you analyze your data depends on the exact elements in the test plan and their constraints, the conversion actions and their respective values, the tuning method, and the specific landing page testing software chosen. In the simplest case, an A-B split test can be stopped when statistical confidence has been reached via a simple spreadsheet calculation. If you have a complicated multivariate test and are examining variable interactions, you may need the assistance of an outside statistician to properly interpret the results.
If your test proves inconclusive, you have three options: