Sometimes an experiment just keeps dragging on because the difference between the winning and losing page(s) hasn’t passed Google’s criteria for significance.

Generally speaking, I think it’s a good idea to keep going until Google announces a winner, but sometimes the pattern is clear, and you really want to move along to your next test, so it’s worth it to call it done.

Here’s what I mean.

I don’t think anything’s going to change in this horse race.

The winning page isn’t a slam dunk, it but it’s good enough to call this race over and move on to the next idea.