You're right. Sometimes I take that one for granted.

To identify if the problem lay in the two options I presented you do have to ensure that the people who saw it are part of your target market and that you targeted your communications well.

Also, it could simply that both (or all) pages were poor and you need create a new one. Or simply that the hits you may have gotten were fake, useless or otherwise clickjacked to go to your website by other people advertising their websites trying to simply increase their "ad clicks" to make money.

For A/B testing, organic results work best, AdWords truly is just to get your number of hits up and maybe get ranked on search engines - but it's unlikely anything useful comes from it.