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An A/B test has been running on a page with very high traffic for longer...

An A/B test has been running on a page with very high traffic for longer than the estimated duration as previously determined using the Sample Size Calculator. The confidence level is at 96%. However, the lift for the Experience B is very small, at just 0.6%.

What can be concluded for the test?

A.

Experience B is the winner at just 0.6%.

B.

The test needs to be repeated with a different Experience B.

C.

The test needs more time to reach a conclusion.

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