Google Optimize used to tell you to let an experiment run for one-two weeks (?), exactly because early strong results tend to not don't hold up in the long run.

Google Optimize used to tell you to let an experiment run for one-two weeks (?), exactly because early strong results tend to not don't hold up in the long run. -> https://en.wikipedia.org/wiki/Regression_toward_the_mean https://en.wikipedia.org/wiki/Regression_toward_the_mean