In digital marketing, the test duration refers to the time interval you should run an A/B test. There is no standard test duration for split or A/B testing, but there are tools you can use for determining a suitable duration, based on your control page’s current performance. In general, the test duration should be as long as needed to obtain statistically significant results. If you use a tool for calculating the approximate test duration for an upcoming test, you will most likely be asked to enter the current conversion rate and the desired conversion rate, the number of variations you test and the average number of visitors on your page.