Conversion Optimisation
Hypothesis
Plain English
An educated guess you can test.
Definition
A hypothesis is a testable assumption about how a change will impact an outcome.
In practice
Used in glossaryExperimentAn experiment is a structured test used to evaluate hypotheses and measure outcomes.Open glossary term and testing to validate ideas before committing to them.
The reality
Often written after decisions are made, rather than guiding them.
FAQ
Common questions
A few practical answers to the questions that usually come up around this term.
What is a hypothesis?
A testable assumption.
Why is it important?
It guides glossaryExperimentAn experiment is a structured test used to evaluate hypotheses and measure outcomes.Open glossary term and validation.
Where is it used?
In guideA/B TestingComparing live variations with controlled experiments to identify which design or content change performs better.Open guide and product decisions.
What is a common mistake?
Not making it measurable.
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