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The eCommerce Tester’s Checklist

By Keith Hagen

September 23, 2015

Timing your tests is just one of the critical factors involved in running a test and getting accurate results. I created a checklist that covers the timing and participant factors and much more.

Let’s look at two very important and closely related items on the checklist and break down the answers:

• ‰‰Are results being looked at within full-week cycles?

‰‰• Was the test given enough time for participants to purchase?

It’s all about time: run a test long enough
The most common reason I can cite why tests are run improperly is because they have not been given a chance to run long enough. The reasons for this vary from not knowing better to succumbing to the pressure to get a result quickly.

Whatever the reason, not running a test long enough will rob you of the truth, so you might as well have not run the test in the first place.

A test should be run for at least a full seven-day cycle PLUS the length of the buying cycle. This is due to purchase behavior being different during different days [...]

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