Test Duration
01 Definition
Test Duration meaning: How long an experiment runs before you read and act on its results.
Test duration is the time an experiment stays live to gather enough data for a trustworthy decision. It should cover full business cycles, usually at least one to two weeks, so weekday and weekend behavior are both included. Ending too early or peeking repeatedly can lead to false conclusions.
Why it matters
How Test Duration fits the work
Choosing a sound test duration balances the need for reliable data against the cost of delaying a decision or holding back a better experience.
In context
We set a test duration of two full weeks so the results would reflect both weekday and weekend shopping patterns.
Practical note
Run tests in whole weeks to avoid weekday bias, and set the end point in advance. Checking results daily and stopping at the first significant reading increases false positives.