E-commerce: How to Use Analytics to Plug Holes in the Conversion Funnel

3. Determine how long you need for each test to be valid, then act. Gniwisch noted that he prefers to respond quickly to Web tests, and adjusts his site on the fly. “We think you have to get between 100 and 150 orders for a valid test,” he said. For instance, Ice.com tested two landing pages off of an MSN ad in less than a day. “We had the control, which was information heavy, and the test, which was more artsy and image heavy,” he said. “Whichever test won out in the morning stayed up all day long.”