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We notice that a client's website gets significantly fewer sales on the weekends, so we run a 25% off promo for those days each week. 6 months later we notice that sales during the weekend have not increased, despite the discount. What might we conclude from this test?
Customers may not purchase this type of product on the weekends, so we should focus marketing efforts during the week when they are most likely to buy (potentially with scarcity offers on Fridays)