Kiri Tamte-Horan is the Director of Digital Operations at Vici, and oversees the stellar Philadelphia Operations team through the development, implementation, and reporting of all digital campaigns. Kiri has managed hundreds of campaigns spanning Display, Video, and Social platforms, and has generated countless calls and conversions for clients across the country. Kiri is certified in Google Tag Manager and Acquisio, as well as Google AdWords Fundamentals and Display Advertising. Additionally, Kiri has a certification from Disney Institute’s Leadership Excellence. Kiri was the campaign manager for an award winning Digital Campaign as awarded by the Maryland Tourism Council in 2015.
I can relate to the excitement of getting definitive answers, especially when those answers will directly affect your business. Unfortunately, A/B testing is something that depends on waiting until the right moment. So how do you know when that right moment is?A test stopped too early can yield inaccurate results. These results can range from merely inaccurate to completely erroneous. In an example done by Conversion XL, we are shown a test two days after unveiling:
According to these results, there was a 0% chance that the variation would beat the control.
Well, let’s reevaluate after ten days of launch and see if the results have changed:
Now the results are showing that the variation has a 95% chance of beating the control. What a difference eight days can make!Okay, now we know the damages of stopping the test too early, but how do we really know when it’s just right? No doubt about it, this is a tough call, but there are a few rules to go by with A/B testing, according to Neil Patel in The Definitive Guide to Conversion Optimization:
However, there is no precise formula for running the perfect A/B test. Context is key when it comes to A/B testing. If the traffic being drawn to your page is higher, it is more likely you will have a shorter time span of the trial than a website that’s bringing a smaller amount of views a day. The larger the audience for your site, the faster relevant results will be delivered.
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