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A marketer conducted an A/B test and expected the new version to perform better than...

A marketer conducted an A/B test and expected the new version to perform better than the original version. However, this did not occur.

What conclusion can the marketer make about these A/B test results?

A.

Their test hypothesis was invalidated and they should test again.

B.

The test was erroneous and the results should be thrown out.

C.

The test period was too short and they need to let it run for a longer time.

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