Control your environment without installing any third-party code.As an add-on package, SiteSpect Enhanced Analytics combines two powerful tools to fortify and finely tune campaign data:
  1. Outlier Data: To identify and mitigate anomalous data that can skew data-driven decision making.
  2. Real User Monitoring (RUM): Capture & analyze actual user interactions and layer performance metrics into any campaign report.
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More information about SiteSpect’s CCPA support is located on our Customer Notice On EU GDPR and CCPA Support page.SiteSpect will dedicate resources to the equivalent of a full-time employee to work with your team at your offices.SiteSpect will dedicate resources to the equivalent of a half-time employee to work exclusively with your team across any of the professional services.SiteSpect will dedicate resources to the equivalent of a full-time employee to work exclusively with your team across any of the professional services.SiteSpect provides on-site training sessions custom designed especially for your business and IT teams to help you achieve your business goals.SiteSpect has a curriculum of training modules and best practices that you can take advantage of to increase your team's adoption and mastery of the user interface.We offer training to get you up and running quickly, including test building courses & analytics interpretation.Take advantage of SiteSpect's premium help and knowledge portal where you will find FAQs, how-tos, and detailed step-by-step instructions for successful use of the SiteSpect platform.We offer monthly webinars on SiteSpect featured functionalities and best practices for increased value and success.Identify additional testing and personalization opportunities from the results of past campaigns.Our professional services team will work with you to create visualizations to demonstrate how SiteSpect affects your revenue.Optimization Consultants will provide full analytical reports on campaign performance, highlighting KPI impact, segment analysis, and key insights.Optimization Consultants will show you the best way to get the most out of your traffic across a large number of tests and personalization campaigns.Learn how to track and monitor running tests and personalization campaigns.Learn best practices for efficiently creating and executing tests and personalization campaigns.Design, develop, and optimize all of the components for your program.Learn how to structure experiments to maximize learning and efficiency. A/B vs. MVT, Controlled Experiments vs. Personalization.Add a workflow tool to integrate your prioritization and team workflow directly into SiteSpect.Your Optimization Consultant provides best practices and process recommendations for running a high functioning optimization program.SiteSpect will provide guidance and support for making decisions regarding scheduling tests in order to maximize efficiency and generate as much learning as possible as efficiently as possible.Working with key stakeholders in your organization, SiteSpect will provide test ideas that improve the customer experience and move the needle on your key performance metrics.Your Optimization Consultant will provide best practices for creating data-driven hypotheses that answer key business questions.Based on our experience and your analytics, your Optimization Consultant will help you identify optimization opportunities and establish a workflow for collecting and managing input from across your organization.Provided by your SiteSpect Optimization Consultant who understands your business objectives and works with you to achieve your testing goals and increase ROI.Number of hours SiteSpect professional services representatives will work on strategy, creation, or analysis for your optimization program.Enforce an optimization workflow with campaign administrators, builders and read-only roles.Custom integration with 3rd party tools such as Adobe Analytics, Google Analytics, CrazyEgg, Hotjar and more.Build and optimize the customer experience on iOS and Android apps. Build experiences visually, directly on your mobile device, leverage our SPAs or use API only solution.Leverage Custom Variables to capture dimensions about users, such as products purchased, categories viewed and items searched.Isolate users in single Campaigns or allow them in multiple overlapping experiences.Create a unified customer experience by connecting experiences for recognized users across devices.Automate your optimization program through our API: and deploy server-side functionality with on/off switches or progressive rollouts. Leverage cookies, headers or parameters for feature flagging. Test and optimize your CMS, recommendation engine, and other vendor tools.Leverage our SPA SDK to test and optimize your Single Page Application. Support for major frameworks such as Angular, React, and others.Modify the source code of pages on the fly with Regular Expressions, with zero impact to performance. Replace, remove, add in new functionality before pages are rendered in the browser.SiteSpect offers a number of capabilities for effective front-end testing. Use Visual Editor or Regular Expressions to modify source code, support SPA frameworks, define pages for reusability in tests, and minimize performance hits for users and servers.Use point-and-click actions to modify text, images, buttons, promotional banners, and styling. Create, move, rearrange, hide, and track behaviors across channels. Works with SPAs out of the box, such as React and Angular.Push winning Variations to all traffic to benefit early from wins. Push hot fixes your website to quickly resolve issues, to all traffic or segments of users.Respond to real-time alerts and in-product messages to proactively manage your campaigns. Known when a campaign has a winning variation, is hurting conversion, does not have any recent visits, or is disabled.Quickly analyze and understand relevant campaigns and outcomes. Measure conversion, KPIs, user actions, events, conversion funnels, and other key user interactions in our comprehensive dashboard.Personalize the experience for mobile devices, geo location, user types, and user behaviors. Build your own Audiences to align with your key segments of users and leverage your Data Layer.Experience our proxy architecture built from the ground up to avoid flicker and ensure fast experience delivery across desktop, tablet, and mobile devices.Training to get you up and running quickly, includes test building courses & analytics interpretation.Dedicated optimization consultant for strategic and tactical guidance. Your GoLive Report is a success plan to get your team up and running, including website audit, test ideas and optimization roadmap. You will also get ROI (return on investment) modeling backed by Forrester.Depending on which package there are countless tests, segmentations and optimizations within your control across almost any digital touchpoint.Run as many Campaigns as you want.Our optimization experts work with you to recommend 10 impactful test ideas to improve customer experience and impact your bottom line, and build 10 Campaigns so you can quickly benefit from our platform.Directly ingest SiteSpect traffic logs into your monitoring infrastructure to diagnose underperforming applications/servers and identify site errors in near real time.SiteSpect sends a sample of log data to, a log visualization service. This service offers full flexibility to view and analyze logs relating to traffic health and routing. Your network operations center can also use this service to build your own visualization and dashboards or integrate into existing systems.SiteSpect is GDPR Compliant. The General Data Protection Regulation (GDPR) is a legal framework that sets guidelines for the collecting and processing personal information of individuals within or who are citizens of the European Union. More information about SiteSpect’s GDPR support is located on our Customer Notice On EU GDPR Support page.SiteSpect is HIPAA ready, which saves you time when you use SiteSpect in your HIPAA-compliant environment. SiteSpect obfuscates and encrypts visitor behavior and does not store any personal data. SiteSpect also offers on-premise and other deployment models to guarantee personal data never leaves your datacenter.SiteSpect supports Single Sign-On (SSO) authentication through Active Directory and SAML. SSO allows you to centrally manage SiteSpect permissions and login credentials. It also makes it easier for SiteSpect users to quickly log in and switch between their applications saving time and improving productivity.Restrict user access to SiteSpect by IP address.Restrict access to your websites by IP address. Create lists or ranges of IP addresses that allow trusted (whitelisted) users to access your websites or prevent access from disallowed (blacklisted) users.Two-Factor Authentication, also known as 2FA, requires not only a password and username but also something that only a user has access to, such as a token. Using a username and password together with a token makes it harder for potential intruders to gain access to SiteSpect.SiteSpect complies with both the EU-US and the Swiss-US Privacy Shield Frameworks. SiteSpect certifies that it adheres to the Privacy Shield Principles with respect to personal data. More information about SiteSpect’s Privacy Shield support is available on our Business Services Privacy Policy - GDPR and Privacy Shield page.SiteSpect includes a complete history of every user action. Quickly undo changes in the audit history list and audit any change as part of your change management process.SiteSpect maintains the privacy of all customer data by ensuring no test data is exposed and that data is not grouped with or shared with others in any way.SiteSpect leverages Alert Logic to monitor and track security vulnerabilities. This provides you with an additional line of defense as we will notify you of any detected threats or attacks on your website.SiteSpect supports nine different permission levels that provide control and configurable access. Set view and edit permissions on a per user basis for building, managing, and analyzing campaigns.SiteSpect fully supports encryption for all types of in-transit data such as end-user content, SDK and API transmissions, and business user data. We also support testing on HTTP and HTTPS websites.

How Long Should I Run My A/B Test?

March 4, 2021


So, you’ve launched your A/B test and the data is rolling in. You’re starting to see some great uplift for your KPI, and your other metrics are providing great insight for subsequent A/B tests. So how long should you let the A/B test go for? On the one hand, cut it short and it could turn out that your data hadn’t yet stabilized and that clear win you saw wasn’t actually a win. Let it run too long, and you might lose out on the traffic still seeing the losing variation, or unrelated site changes may begin to influence the A/B test in question. The answer to this question depends on a couple of factors. These are some guidelines to help you determine when it’s time to end your A/B test.

When Your A/B Test Reaches Statistical Significance

One guiding answer to know if your A/B test has run long enough is to evaluate the statistical significance of your key results, and to make sure they remain significant for two to three days. Statistical significance will be displayed in your SiteSpect performance matrix as a percentage, and indicates the confidence that a statistic is the result of an experience rather than just chance. For example, let’s say you A/B test a blue button versus a green button. The blue button sees 51 clicks, and the green button sees 49 clicks. Depending on your traffic levels, the difference there is likely just due to chance versus the color of the button actually affecting user behavior. In this case, you would let the test continue to run until you had a higher level of confidence that one variation actually did increase clicks on the button. In other words until your key metric values reach statistical significance. Remember that statistical significance is calculated and reached independently for each value (Uniques, Totals, etc.) of each Metric. The smaller the actual delta between control and variation, the more samples of that Metric Value will be required to reach statistical significance.

For an A/B test to be most useful, you need to wait until your KPI and other important metrics reach at least 90% significance. At this point, you can be sure that your winning variation is actually winning. However, there are other confidence indicators you can also look to. SiteSpect also provides the Z-Score for each metric, which measures the standard deviations from the mean. A Z-Score of ±1 means that there is a 33% probability that the result occurred due to chance. A Z-Score of ±2 puts that probability at 5%, and ±3 indicates 0.1% probability that the difference in results is due to chance. This score can help complete the picture of how confident you should be in the results from your A/B test.

Managing Low Traffic

If you’re dealing with a lower traffic site, you might have additional factors to consider since you won’t reach significance as quickly. This can be tricky, especially if your A/B test needs to occur on a timeline. In these cases, you may make the informed decision to end the A/B test at a lower significance level, though I wouldn’t recommend relying on anything below 80% significance. This is especially true if the decision is binary, in other words whether the experience is better or worse than the control, rather than judging between multiple variations. Alternatively, you may need to weigh the importance of your metrics, and you’ll need to rely further on micro-conversions rather than KPIs deep in the funnel that will naturally get less data.

For example, in that A/B test were you to test the efficacy of a blue versus green button, you may be measuring the following: button clicks, form submissions, page views, scroll depth, time on page. It may be the case that your metric for form submissions never reaches significance, but your metric for button clicks does reach 80% significance. At this point, it would be a good idea to end the A/B test, and create a follow up experiment to get additional data. Your next A/B test may focus on elements of the form the button leads to, or add in metrics that tend to get more traffic.

Managing High Traffic

When your site or your A/B test receives a very high amount of traffic, you may find you reach significance very quickly, and so it is critical to run it through multiple business cycles. For example, if your A/B test has run from Tuesday – Thursday and your metrics have reached significance, that data only reflects midweek traffic. Users may behave very differently on the weekends, for example. Most high traffic sites should let A/B tests run for at least two weeks, and often it makes sense to release a variation to a lower percentage of traffic but for longer. You’ll want your important metrics to reach significance and maintain it for at least three to five days.

Alternatively, you might be confident in your data after two weeks, but still be tempted to let your A/B test run a little longer to see what happens. However, here you face a couple of risks. First, if you have a clear win, why miss out on the traffic that is still seeing the losing variation? Second, once an experience is no longer new to a user, the difference in conversion will begin to wear off. You may risk artificially lowering the significance of your results by letting your A/B test run for too long.

In Summary, It Depends…

The most accurate answer to the question, “How long should I run my A/B test,” is, “It depends.” These are the factors that you should consider to determine whether or not you should end your A/B test:

1. What level of significance have your KPI and other metrics reached? Are you comfortable with this level of significance?

Ending an A/B test with your KPI at 80% significance may make a lot of sense, especially if you plan to run follow up A/B tests, you have lower traffic for this experience, or the A/B test has been running for over a month.

2. How long has your A/B test run already, and do you have the time strategically to let it go longer?

Can you strategically let the A/B test run for another week, or another several weeks? Are any of your metrics hurting? If the A/B test isn’t hurting any of your important metrics, and you have the leeway to let it continue, go ahead and see how it plays out a little bit longer.

3. Are you planning to run additional follow up A/B tests to further refine the experience?

If this is the case, you may opt to end the A/B test sooner rather than later so that you can apply your learnings to the next experience. This may end up helping you make the most of your traffic.

While there is no one-size-fits all answer here, working through these factors should give you the confidence you need to determine whether it’s time to end your A/B test. The most important thing to remember is to look at the whole user story, including segmenting your data by device and dollar value metrics, and not just focus in on one or two metrics. This can help you answer not just what metrics have changed, but why.

To learn more about SiteSpect, visit our website.


About Paul Terry

Paul Terry is a SiteSpect Consultant in Customer Support, guiding SiteSpect users on the road to optimization. He has over 15 years experience in optimization, testing, and personalization. He is based in Duluth, Georgia.

Email Paul Terry

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