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Eventually, you we will finish accepting participants and collecting data. This may be when you we get enough participants, run out of time, or (as often happens) a combination of both.

You We may close the test manually, or you we may have configured your the testing tool to close it automatically according to a rule. See Setting closing rules in Chapter 8 for more on your on these options.

Once the test is closed, there are a few housekeeping items to attend to:

• Take We take down your our web ads on all the sites you we posted them to.
  
  
• If you we posted an explanation page and linked to it from other channels such as email or social media, we replace its text with a simple “Thank you but this study is closed” message.
  
  
• If anyone who received an email invitation belatedly clicks the test link, your the testing tool should display its own “study closed” message (but best to try it yourself to make sure).
  
  
• If you we arranged a prize draw, we pick the lucky winner(s) and notify them. For more on this, see Offering incentives in Chapter 9.
  
  

Finally, after all your our work setting up the study, and the participants each doing their best to find the right answers in your our tree, you we can now sit down, look at the data, and see how well your the tree performed. The next chapter shows you explains how to make sense of your those results.

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Next: Chapter 11 - key points

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