Structure a hypothesis

Contributors

@derek-gleason-3


Business Benefits

Use a scientific approach for experimentation and create consistency in your experimentation processes.


Start with an “if X, then Y” format.

Write the “if” first, which is the action you’re going to take.

For example, “If we add a call-to-action button to the top of the page…”

Write the “then” second, which is what will result from the action based on the KPIs you want to achieve (transactions, sign-ups, page views, etc.).

For example,“…then users will be prompted to go to the category page, and we will get more transactions.”

The hypothesis can range in detail and length.

  • For example, a shorter version can be: “If we add a call-to-action button to the top of the page, then we will get more transactions.
  • A little longer: “If we add a call-to-action button to the top of the page, then users will be prompted to go to the category page, and we will get more transactions.”
  • Even longer: “If we add a “View All Products” call-to-action button to the top of the homepage, then users will be prompted to go to the category page, more users will visit product detail pages, and we will get more transactions.”

Check your hypothesis to make sure it’s clear, concise, and easy for anyone else to understand.