Results
Experiment results show what moved inside the experiment scope.
Read results carefully. AI answers can change for many reasons. The experiment helps you compare a focused question set, but the final decision still needs human judgment.
Before-and-after windows
Compare the state before the change with the state after the change.
Use the same question set when possible. If the questions changed, say that clearly in the notes.
Prompt movement
Prompt movement shows whether mentions, answer wording, or rank changed.
Read the answer text too. A number can point you to the right place, but the answer explains what actually changed.
Compare windows
Use before and after periods.
Read the answers
Check wording, mentions, and competitor framing.
Inspect sources
See which pages were read.
Decide next step
Ship, adjust, or stop the change.
Source movement
Source movement can show whether different pages are being used in answers.
This is useful for content and page experiments. If a new page is read but the brand is still not named, the page may need stronger positioning or proof.
Decision notes
End the result with a short decision note.
Do not write a vague summary. Write what moved, what did not move, and what should happen next.