On the Web: 7 Keys to E-Commerce Tests That Matter

3. Test Significant 
Quantities
There are two components to statistical significance: the number of respondents on each side of the test and the number of people in the test. The lower the response rate, the larger quantity needed for a statistically significant result. Many marketers, however, reach conclusions and end tests before they're statistically significant. The problem is that random chance may be responsible for what looks like a winner.