If you’ve read our blog post on problem statement vs the hypothesis

3. Deriving your “story”

This is where things start to fall into place. This step is almost like piecing together a puzzle. Essentially in the third step, you use your data to understand the behaviour of your customers. Referring back to your hypothesis and the changes you made within each variation is vital. You should also make sure to check the conversion and primary metric against your results. 
At this stage, you can look back at your predictions to understand whether they were correct or not. It’s now that you’ll truly be able to understand whether your experiment was a success or failure. Oftentimes, you’ll be able to look at the data and surmise why this is the case. 

4. Support your results with common experiment patterns

An experiment can often fall into one of the established experiment patterns. Using these patterns helps support your test result analysis, providing confidence that you have correctly and accurately analysed the experimental data set.
The five most common patterns we see are:
The Outright Winner
This is when you see a positive – and usually significant – increase across all the metrics you tested. For example, an e-commerce website’s funnel would see a positive boost in all parts of the funnel, from acquisition to checkout. This is obviously the ideal scenario for all the experiments you run!
The Outright Loser
This is the opposite of the outright winner. In this scenario, there is a significant decrease across all metrics you tested. Of course, this doesn’t mean your experiment was a complete loss; it would have helped you gain insights about your customers, which could help you test other changes to boost revenue.
The Qualifying Effect
This is often seen when tests eliminate users who never had any real intention of making a purchase. In the qualifying effect scenario, you might see a drop-off of users in earlier stages of the funnel. As there are fewer users with no intention of making a purchase who have progressed further down the funnel, this would boost the conversion rate in the later funnel stages where only sales qualified leads remain. As a result, for this pattern, you would see overall conversion rates increase.