{"id":626,"date":"2013-01-03T19:14:09","date_gmt":"2013-01-03T23:14:09","guid":{"rendered":"http:\/\/creativethirst.com\/blog\/?p=626"},"modified":"2023-04-23T16:00:37","modified_gmt":"2023-04-23T20:00:37","slug":"how-long-should-you-let-an-split-test-run","status":"publish","type":"post","link":"https:\/\/creativethirst.com\/blog\/how-long-should-you-let-an-split-test-run\/","title":{"rendered":"How Long Should You Let a Split Test Run?"},"content":{"rendered":"

\"\"Regardless if you’re new to split testing or if you’ve been testing for a while a question that keeps popping up in the back of your head is, how long should you let a test run?<\/p>\n

If you run a test for too short a time frame you risk not knowing if it will hold up over time.<\/p>\n

If you let a test run for too long, you’re wasting time and traffic that you could be sending to the better performing page.<\/p>\n

There are a ton of online calculators out there that can estimate how long your test needs to run,\u00a0Visual Website Optimizer has a simple tool for calculating how long a test should run.<\/p>\n

Simply enter:<\/p>\n

    \n
  1. The current conversion rate of your control page<\/li>\n
  2. Your expected conversion improvement<\/li>\n
  3. The total number of variations in the test including your control<\/li>\n
  4. The average number of visitors per day for all variations<\/li>\n
  5. \u00a0The percentage of visitors included in the test<\/li>\n<\/ol>\n

    And you’ll get an estimate of how many days your test needs to run to reach a confidence level of 95%<\/p>\n

    The problem with this is it’s almost impossible to know a few key pieces that will drastically effect the length of your test.<\/p>\n

    Let’s say you had an existing conversion rate of 2% and were testing the control and one other variation and sending traffic evenly to both treatments with 200 visitors a day. If your expected conversion increase as 20% you’d have to run your test for 196 days to reach a confidence level that would have an impact on your business.<\/p>\n

    Now lets say you added a variation so you had the control vs. Version B & Version C. Three variations total, that will cost you an additional 98 days for a total of 294 days to run your test.<\/p>\n

    Realistically no business has the luxury of letting a test run this long, not to mention the fluctuations of traffic over such a long period of time that would add validity threats to your data causing you to question the final outcome after devoting so long to testing.<\/p>\n

    There are three things you can do to shorten the length of time a test needs to run.<\/p>\n

    1. Increase the amount of traffic to the test, which is not always possible and may increase your costs for that traffic.<\/p>\n

    2. Decrease the number of variations you test (limiting to just two). You saw the additional 98 days needed by just adding one more treatment to the test.<\/p>\n

    3. Increase the projected improvement. This is a tricky one. So in the same example lets say your test actually got a 30% lift from the control as opposed to the estimated 20% you expected. This would be significant for the overall time needed to run this test. With all else being equal, 2 treatments and 200 average visitors per day the time needed to run this test drops way down to just 31 days as opposed to the original 196 day estimate.<\/p>\n

    The key to a bigger improvement increase is to test bigger changes. So many people only test small changes and once they see an improvement, even a small one, they accept that and make changes based on it, expecting the improvement to hold over time, when it usually does not.<\/p>\n","protected":false},"excerpt":{"rendered":"

    Regardless if you’re new to split testing or if you’ve been testing for a while a question that keeps popping up in the back of your head is, how long should you let a test run?<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[19,3,20],"tags":[7],"class_list":["post-626","post","type-post","status-publish","format-standard","hentry","category-ab-testing","category-conversion-rate-optimization","category-multivariant-testing","tag-conversion-rate-optimization-2","entry"],"yoast_head":"\nHow Long Should You Let a Split Test Run?<\/title>\n<meta name=\"description\" content=\"If you run a test for too short a time frame you risk not knowing if it will hold up over time. 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