The action you're probably most interested in taking once you've set up a testing group is calling the winner. The sooner that can happen, the sooner you can optimize your efforts and know you're promoting your best marketing. But, determining the winner is a responsibility that requires some savvy. You and your team will need to decide together what guidelines you'll use for designing tests and deciding when they're done. Take some time to discuss sample size requirements, which statistics you'll analyze, whether there is a minimum range of variation you'll accept for certain statistics in order to call a winner, and remain vigilant about assigning the same number of efforts to each subgroup in a test.

Preventing Further Use of Losing Creatives

Many tests will result in there being some form of losing creative, whether it's an ad, a promotion page, or an order form with a price point test on it. Once you identify a creative or a component of it as an under-performer, you'll want to remove it from circulation to prevent future efforts from being set up with it. You can accomplish this by shelving or expiring the losing creative, which will in turn shelve all trees that contain the losing creative. 

Updating Efforts to Use Winning Creatives

As soon as you're able to settle on a winner, in addition to decommissioning your losing creatives, you'll want to shift all of your efforts using them to the winning creatives. This can be done for any creative in the tree including page 1, page 2, order form, and abandon email. This move won't be relevant for all tests, since for example, anything tested in email content can't be changed afterwards. Other tests, by nature, can't be modified after the fact (think testing whether dedicated's get better response in the morning or evening). For tests that do involve creatives that can be changed once the efforts are sent out, there are a few options for updating losers to winners. 

Traffic Split Change (Single Effort)

For multivariate effort groups sending some portion of traffic to the winning combination of creatives and the rest to one or more losing combinations, you can go to the effort details of any effort in the group to access the Edit Multivariate feature. Here you can shift the traffic from all losing efforts in the multivariate group to send 100% of traffic to the winning effort. 

Update Tree Selection (Single Effort)

Similar to the option above, you can go in to edit any losing efforts and change the selected tree to the winning tree. 

Bulk Update Tree Selection

When single effort updates aren't realistic, you can use this bulk change feature on schedules to update the selected tree on multiple efforts at once.