You need to know when to stop.
The most effective website now could mean a destroyed brand in the future.
Sure, stuff like this…
… could show that it brings in more revenue. For now.
But do it long enough and you’ll have a destroyed brand on your hands where you can only trick new visitors and don’t have any repeat business. That’s not sustainable.
A good example: pop-ups.
They work, and they work well. But push them too hard on your visitors and you’ll push them away.
Bottom line: use your own judgment to know when to stop chasing improvements. Don’t trust your A/B testing software to make that decision for you.