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Glossary
Testing Hypothesis
A structured prediction that forms the basis of an A/B test.
What is a Testing Hypothesis?
A testing hypothesis is a data-informed prediction about what will happen when you change something on your website. It's the "Why" behind your A/B test.
A good hypothesis follows this structure: "Because we observed [data], we believe that changing [element] for [audience] will result in [outcome]."
Examples of Hypotheses
- "Because we see many users clicking the pricing link but not signing up, we believe that adding a 'No credit card required' badge next to the CTA will increase trial signups."
- "Because mobile users have a 50% higher bounce rate, we believe that simplifying the navigation menu will lead to more page views per session."
Why You Need One
Without a hypothesis, you are just throwing things at the wall. A hypothesis ensures that you are learning something from every test, even if Variant B doesn't win.