(No) CTR increase during this test, what does this mean?

It can happen that your headline test didn't generate an increase of CTR (click through rate). This is the case when option A wins because you can only gain CTR when an alternative option wins, since option A is the headline you already had.

If you do have an alternative winner after an A/B-test, smartocto Tentacles will show you the gained profit. That is the difference in increment between the best and original title, in case an alternate headline wins.