The Anticipated Result notification is a Smart Recommendation that allows users to save time and implement a likely winner sooner. It is triggered when:
The best two variations have held the same positions in the experiment rankings for at least 21 days
during the last 14 days the difference in conversion rate between the two variations isn’t greater than 25% of the difference recorded after the initial 7 days.
Essentially, this means that the first and second placed variations have been consistent enough to assume that the current winner is the overall winner.
Strictly, the result is not yet certain. The full length of time to reach statistical significance hasn’t passed. However, this Anticipated Result is offered as a way for users to act sooner on probable test outcomes.
Our recommendation is that you implement the leading variation when the Anticipated Result notification is triggered, as this is likely to be the overall winner once the full test time has elapsed.
However, this is only a recommendation designed to save you time. If you would prefer to wait until the official experiment length has elapsed, you can choose to ignore the Anticipated Result notification.