Haven't set up an A/B test yet? Check out our guide to help get you started.

When you set up an A/B test, you'll see the following:

You may have noticed a number called "Statistical Significance". But what does this number mean?

To keep it basic, statistical significance indicates how accurate your A/B test results are.

We highly recommend running an A/B test until you reach 95%+ statistical significance to get accurate test results. How long this takes will depend on:

How many variants you're testing

How much traffic you have seeing the test campaign

The conversion rate of your baseline (lower = slower significance increase)

The improvement of variants vs. the baseline (higher improvement = faster significance increase)