Why does an option have 0% CTR in a A/B-test in Tentacles?

Smartocto Tentacles uses the Thompson algorithm to help you find the best-converting headline into link clicks to the content and/or loyalty (a visit of minimum 10 seconds on the page).

To do so, Tentacles sends more traffic to the options - after a while - which may be the best-converting headline. This change of exposure takes place a few minutes after the start of the test. At that point the leading option(s) will get more exposure, for two reasons:

1) To check if the leading options are really the best options

2) To minimize loss and maximize profit, by showing the most probable converting headlines instead of headlines that are not likely to convert.

Options that don't convert will be shown less during the test, but keep being shown to keep them compared to the other options.



In the example above - at an early stage in the test - the headlines of A and C were the most likely headlines to convert the best. Therefore option B was shown less to the audience during the A/B-test. Also, no clicks were executed on option B in the time it was shown. Therefore option B has 0.00% clickthrough. Since nobody clicked on the teaser option B, nobody could generate a visit of a minimum of 10 seconds time on the article, which resulted in no loyalty. Finally you will see 0% loyalty.