What does a flat trendline in an A/B Test report typically indicate?

An Adobe Target Business Practitioner has designed an A/B test for a leading e-commerce company to evaluate the effectiveness of a new website layout aimed at improving user engagement and conversion rates. The company is eagerly awaiting the results to make data- driven decisions. Consequently, the marketing team is actively monitoring the A/B test during its execution to stay informed and potentially make swift adjustments. Despite this, the practitioner has cautioned against continuous monitoring of the A/B test results.
What could be the rationale behind this advice?

Which target activity identifies the winner but does not differentiate among the losers?

When identifying opportunities for optimization, which factors should be prioritized? (Select two.)

An e-commerce website wants to improve the effectiveness of its homepage by personalizing the content for different customer segments using Adobe Target. What test hypothesis would be best suited for this scenario?