Sequential hypothesis testing in a digital medium environment is described using continuous data. To begin, a model is received that defines at least one data distribution. Testing data is also received that describes an effect of user interactions with the plurality of options of digital content on achieving an action using continuous non-binary data. Values of parameters of the model are then estimated for each option of the plurality of options based on the testing data. In one example. A variance estimate is then generated based on the estimated values of the parameters of the model for each option of the plurality of options. From this, a determination is made as to a decision boundary based on the variance estimate and an estimate for a mean value of each option of the plurality of options based on the testing data.