Sequential Testing

A testing approach with statistical rules that allow results to be monitored continuously and stopped early without inflating error rates.

By Brandon MinaCEO, BrandPilot AIUpdated November 2026

Short answer

Sequential testing is an experimentation approach whose statistical rules allow results to be monitored continuously and a test stopped early without inflating error rates. Unlike fixed-horizon tests, it adjusts significance thresholds for repeated looks. This lets teams end clear winners or losers sooner while keeping false-positive rates under control.