When is the best time to call time on a split test??
One of the biggest issues when running a split test is knowing how long to run it for. Confusingly, depending on the split testing tool you use it may tell you when to stop or it may even stop the test for you based on it’s own statistical calculations. For the uninitiated that might sound like job done but in fact it’s misleading and possibly injurious to the final objective. You need to consider a few other things:Business cycle
For the purpose of split testing, the business cycle, i.e. aggregate trade activity over a given period of time, is often thought of in terms of weeks or months. Years is rather too long to call a result even if it is likely to be statistically more robust. Days are pretty pointless, they are far too short a time…
