It depends entirely on your objective. We design the test based on what you want to achieve. Are you testing visual elements like colour, copy, imagery, or music? Or are you testing 'under-the-hood' variables such as audience targeting, budget, channels, or placements? Conducting an effective A/B test is a structured, data-driven process. We measure the results until a winning variant emerges with statistical significance. An A/B test is rarely a 'one-and-done' event; it requires iteration and repetition to draw truly definitive conclusions.