How long should I run a test? (Essential CRO Split AB Testing app)

There's no fixed number of days. As a guide, keep the test running until:

• it has run for at least 3 days, ideally a full business cycle (1–2 weeks),
• each version has enough data: about 30 add to carts per version for an Add to cart rate goal, or about 30 orders per version for the other goals, and
• one version reaches a 95% Win chance.

Stores with less traffic need longer. The results page shows an estimate of how many more events are needed and roughly how many days are left.

If the test shows Significance unlikely, the difference between the versions is too small to reach 95% in a reasonable time. Consider ending it and testing a bigger change. See Interpreting Your Test Results.