When Should You Stop an A/B Test?

So you’re running A/B tests like a good marketer should. But when are you declaring a test “done”? Is it when you reach 100 conversions per variation? No. Is it when you hit 95% statistical significance? No. Is it whenever the testing tool tells you? No. All of these are very common misconceptions. Let’s tackle them one by one, and figure out what the truth is.Read the full article