Profit margin Referrals Represent UX 
ConversionXL
NOVEMBER 17, 2015
But is the data from the tests you run during major shopping holidays representative? A decrease in profit margin due to discounts and promotions. For example, there is a lot of sample pollution around the holidays because you’re dealing with irregular, non-representative traffic. More conversions mean more data.
ConversionXL
MAY 22, 2014
How can you expect to get referrals or understand what prospects will click if all you’re doing is guessing? While it’s also a little blurry, you may notice the second ad group is for “Discounts” so even if the conversions are good, the product is not being sold at full profit margin. Realize When It’s Time To Create a New Ad.
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