People seek out novel experiences

Research:

Although novelty effects can last up to months or even a year, data analysts suggest running A/B tests for a minimum of 4 weeks before determining the success of a new feature on their websites due to the novelty effects.

In one study, Split base found that when comparing a client’s new checkout page compared to the old page, there was an increase in conversions by 8% in the first week.

By the 4th week, conversions went down to the normal level, before the change.