The test ended, and the conversion rate in the test group increased by 5%. What will we do next? Assuming the result is statistically significant — what next?

If the test is completed and the conversion in the test group has increased by 5% with statistical significance, the next steps are:

1. Check data quality and hypothesis — ensure the test is correct, there are no errors in data collection, and the increase is truly related to the change.
2. Assess business significance — a 5% increase can be meaningful, but it's important to understand how it impacts key metrics and revenue.
3. Make a decision on implementation — if the result is positive and stable, plan to integrate the changes into the product.
4. Prepare a deployment plan — consider possible risks, scale the changes to all users.
5. Monitor after deployment — track metrics to ensure the effect persists and there are no negative consequences.

If the result is statistically significant, it is not a reason to implement immediately without additional analysis and impact assessment on the business.