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.
In context
A usable one names the change, the expected effect, and the reasoning. Without the reasoning, a failed test teaches nothing beyond that particular glossaryVariantA variant is a version of a design or experience used in testing or experimentation.Open glossary term not working.
The reality
Often written after decisions are made, rather than guiding them.
Compared with
Hypothesis vs Assumption
An assumption is something believed and usually unexamined. A hypothesis is an assumption stated so it can be proved wrong. Turning the first into the second is most of the value of experimentation.
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 TestingA/B, split and multivariate testing compared: how to choose the right online experiment, run it honestly, and read the result.Open guide and product decisions.
What is a common mistake?
Not making it measurable.
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