How Long Should A/B Testing Run

Do you have a small business? Or a large enterprise? Doesn’t matter when it comes to A/B Testing and generating more engagement and revenue from the emails! The idea behind the practice is very simple. We send two different versions of email campaigns and find out how they work. Every little aspect, such as the subject line, content inside the email and the time when you send them, impact the overall result.

There are other things like the sample size and sample representative, etc., that should also be kept in mind while planning A/B Testing. After the mentioned impactful aspects are taken care of, comes the time that you need to keep in consideration.

7 Day- testing or a full business cycle is the minimum that you should plan. Sometimes, your product is expensive which would require longer period of testing, as the purchasing decision is not generally taken in a few days. Anything lesser than this, is not considerable and always notice the trend in conversion such as on weekends, it might rise.
During these 7 days, there can be 3 results which you should use to plan your further actions.
If the result is negative, stop the test after 7 days and plan different set of campaigns.

If the result is inconclusive and if you cannot find any statistically significant difference, stop the test after 7 days. It’s very unlikely that things will change if you keep running it for longer. Plan for a new campaign in this case as well.

If you find positive results after 7 days, we suggest you to run it for another 7 days for assurance.

Also keep in mind that if you are not able to reach the necessary sample size in 7 days, then perhaps you are not ready for the testing as it would be difficult for you to get desired ROI from your testing effort.

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