So you’ve spent a bunch of time and effort to organize an effective A/B test. After identify numerous things to test out, you have a well optimized landing page. And you have learned some very interesting things about what makes your customers take action. Your results show it! Good job!
So now what? How long are your test results good for? Well, you should plan on testing some new ideas every so often, because there is almost always room to improve. The answer to this question is highly dependent on your market and your offer. But unless your response rates suddenly take a nosedive, you probably don’t have too much to worry about.
Certainly, many things happen in the marketplace that can effect your response, both positively and negatively. If there is a shift in the market landscape that will stick around, you should definitely plan on doing some more testing. Some examples of this could be new laws passed which affect your product, major lawsuits, or natural disasters. If everything remains “status quo,” there is a good chance your response will remain relatively static.