How long should the test be kept?

The duration of an A/B test depends on several factors: traffic volume, required statistical significance, and seasonal fluctuations. Usually, the test is conducted until enough data is collected to make a confident conclusion — this can take from a few days to several weeks.

It is important to consider:

• Sufficient number of users in each group for statistical significance.
• Stability of metrics (to exclude the influence of temporary anomalies).
• User behavior cycles (e.g., weekly or monthly patterns).

Statistical methods (such as calculating p-value or confidence intervals) are often used to determine when to stop the test and make a decision.