B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
42 days
42 days -- median ab test runtime for e-commerce A/B tests (2025)
The median runtime for e-commerce A/B tests is 42 days based on data from thousands of tests.
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Lighthouse Research Team
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Source verified
Evidence graded
Value
42 days
Unit
Duration Days
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
kirro.io
Primary
Tier C
https://kirro.io/ab-testing-ux ↗
Source Article
A/B testing UX: a guide for designers and teams
A/B testing in UX means showing two design versions to real visitors and measuring which one performs better. Not “which one the team likes more in a meeting.” Which one actual people prefer, based on what they do on your site.
That’s the short version. The longer version? A/B testing is one of the …
Original Research
kirro.io
· Original study ↗
Methodology
Aggregate of thousands of e-commerce tests
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
e-commerce A/B tests: 42 days median ab test runtime. Source: kirro.io (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/median-ab-test-runtime-42-days
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<blockquote cite="https://lighthousedata.io/data/median-ab-test-runtime-42-days" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>42 days</strong> -- median ab test runtime for e-commerce A/B tests<br><small>Source: kirro.io (2025) · <a href="https://lighthousedata.io/data/median-ab-test-runtime-42-days" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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