When you are A/B testing landing pages to find out what variables you can change to gain conversions (copy, form fields, image, etc.), don’t try to reach your conclusions too soon. For a landing page A/B test, it’s a good idea to wait 15-20 days before evaluating your results. (Click to Tweet!) That gives you time to see trends and reach an accurate conclusion.
So what constitutes a significant difference that would justify making changes? Before launching an A/B test, determine what the necessary significance is; 97-99 percent statistical significance is a good target. (Click to Tweet!)
Our advice: Set a statistical significance goals for your A/B testing efforts, then be sure to give it enough time to generate accurate results.