Creating a website or email marketing campaign is just the first step in marketing. Once you have a website, you’ll want to know if it helps or hinders sales. A/B testing lets you know what words, phrases, images, videos, testimonials, and other elements work best. Even the simplest changes can impact conversion rates.
A/B testing is not an overnight project. Depending on the amount of traffic you get, you might want to run tests for anywhere from a few days to a couple of weeks. And you’ll only want to run one test at a time for the most accurate results.
Giving a test insufficient time can mean skewed results, as you don’t get a large enough group of visitors to be statistically accurate. Running a test for too long can also give skewed results, though, since there are more variables you can’t control over a longer period. If you’re in doubt, it’s perfectly reasonable to retest.