What happens when we declare a winner of an experiment? If there are users in Variation A and B, and we declare Variation B as the winner, what happens?
In the case above, users who are assigned Variation A will see Variation B the next time they launch the app.
When you select a winner, all users who qualify for your experiment will be assigned the winning variation going forward, until you archive or stop the experiment.
Here's a simple example to illustrate this. If you have 3 variations with 100 people in your experiment where:
- 34 people are in Variation A
- 33 people are in Variation B
- 33 people are in Variation C
And you select Variation C as the winner, all users (100 of them) will be seeing Variation C on their next session.
If you want to learn more about experiment states such as what happens when you set a winner, pause, or archive an experiment, please see this Knowledge Base article.