Novelty effect
A short-lived jump in response to a change simply because it is new, which fades once visitors get used to it.
Returning shoppers notice a new layout, button or banner and react to it, sometimes strongly. That early reaction can make a variant look like a clear winner for the first few days, then settle back to no difference at all.
Running a test for long enough is the protection. Elevate requires at least 3 days before it calls a winner, and a full week or more covers every day of the shopping cycle.
Put it to the test on your store
Test prices, themes, pages, shipping and checkout on Shopify, then ship the winning variant.
