Publishing Winners

Once your A/B test has run its course and you have enough data to determine a clear winner, the next step is to publish the winning variant. This process helps you confidently roll out the best-performing changes to all your visitors and keep your store optimized.

Declaring and applying a winning variant

When your test reaches statistical significance, Shogun highlights the winning variant based on the primary goal you set. Declaring a winner is as simple as clicking the “Publish Winner” button in your test dashboard.

Applying the winning variant means it replaces the original page or template, making the optimized version live for all visitors. This eliminates any guesswork and ensures your store benefits from the improvements that have been shown to perform best.

What happens to other variants

Once you publish a winner, the other variants in the test are automatically archived. This helps keep your dashboard clean and prevents confusion about which versions are active.

Although inactive, these archived variants remain accessible for review or future reference, so you can always revisit past experiments to learn from them or potentially re-run a successful variant with new parameters.

Post-test clean-up & next steps

After publishing, it’s a good practice to review your store to ensure the winning variant is functioning correctly across devices and browsers.

Next, take a moment to document your learnings, whether by adding notes to your test, sharing insights with your team, or updating your internal optimization roadmap.

Finally, plan your next experiment! Continuous testing is key to ongoing growth, so consider what new ideas or areas you want to explore based on your recent results.