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A week is about average. It really depends on a few things : the quality and quantity of your traffic...if you're buying shitting traffic, you'll undoubtedly get shitty results.
I'll admit though that I've had times where I'll change something out after just a day because the numbers are SO BAD on the second page that a week won't do shit.
You pretty much just want to give the second page a chance to prove that the improvement (or decrease) in sales is of Statistical Significance - that it wasn't by chance or some outside unpredictable factor...that it truly is better, or worse. Sometimes that's a day, sometimes it really takes a week (or more).
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