Test Hypothesis Definition A tentative assumption made in order to draw out and test its consequences. An A/B test hypothesis often takes the form of, “I think that changing this into that will have a positive impact on conversions.” Conversion expert Michael Aagaard shares a simple approach to developing your A/B test hypothesis. “A solid test hypothesis contains two things: a proposed solution and the results anticipated by your prospect.” Tweet This Resources The Ultimate Guide to A/B Testing How to Formulate A Smart A/B Test Hypothesis (and Why They’re Crucial) A/B Testing: An Example of a Good Hypothesis How to Find a Winning A/B Testing Hypothesis