Just because the A/B test doesn't produce the results you expected doesn't mean it produced no results. Research scientists who don't prove their hypothesis don't say they learned nothing from the experiments, they just write a different paper.
Just to pick one example from this post; the whole-site redesign didn't change conversions. Did it change something else? More importantly, you now know that investing effort in a full re-design didn't really have any effect. Next time someone suggests changing the site, you have evidence that says it may not be worth the engineering cost, and maybe its better to focus somewhere else first.
Just to pick one example from this post; the whole-site redesign didn't change conversions. Did it change something else? More importantly, you now know that investing effort in a full re-design didn't really have any effect. Next time someone suggests changing the site, you have evidence that says it may not be worth the engineering cost, and maybe its better to focus somewhere else first.