test hypothesis definition

Test Hypothesis


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.”
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  1. The Ultimate Guide to A/B Testing
  2. How to Formulate A Smart A/B Test Hypothesis (and Why They’re Crucial)
  3. A/B Testing: An Example of a Good Hypothesis
  4. How to Find a Winning A/B Testing Hypothesis