Обстоятельная статья о принципах проведения a/b-тестирования c примерами и лучшими практиками.
Know how long to run a test before giving up. Giving up too early can cost you because you may have gotten meaningful results had you waited a little longer. Giving up too late isn’t good either, because poorly performing variations could cost you conversions and sales. Use a calculator to determine exactly how long to run a test before giving up.