One month is a reasonable starting point if you're unsure

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Infographic by Goldinlocks showing the process of doing an A/B test
Image source: Goldinlocks

For concurrent testing, choose a trial period that fits your goals.

The longer you run the test, the more data you collect and the more accurate your results will be.

On the other hand, the sooner you get results, the sooner you can optimize your website. So find a balance that suits your goals and circumstances.

One month is a reasonable starting point if you're unsure.

When testing adjustments to existing content or functionality, make sure you have a baseline (i.e., how it worked before your changes) to compare the new version to.

Some A/B tests require you to measure performance over time. For example, you might look at visits and engagement metrics for an article in the 30 days before you change the headline and compare them to the 30 days after.

Others require sample sizes. Like when you test email subject lines: you can compare the open rates of the 500 emails before you edit them to the rates of the 500 emails after.

Step 5. Create variations based on your hypothesis
Now set up your "control" and "candidate" versions.

Control version: The unaltered version of what you want to test
Challenger Version: The altered version that will compete with your controller
For example, if you're running an A/B test to increase newsletter signups, your existing CTA could be your control version.

So:

"Subscribe to our newsletter today belgium phone number database to receive weekly information"

The new iteration, with a different formulation, would be the contender.

So:

"Get weekly updates delivered straight to your inbox. Sign up today."

Comparing their performance to each other is how you will determine the most effective version.

Step 6. Run your test
Use your chosen A/B testing tool to run your test and collect data.