How do I interpret A/B test results?

At first, look at the primary metric you set out to test. It could be conversion rate, click-through rate, average order value, etc. Use statistical significance tools (often built into testing platforms) to determine if the result is reliable, not just random. Avoid concluding too early. Short tests or small sample sizes lead to misleading results. Also look at secondary metrics: if a version increased conversions but decreased AOV, is that trade-off worth it? Review behavior flows, bounce rates, and customer feedback alongside hard numbers to get a holistic view. Good interpretation looks beyond raw performance and into user behavior patterns.