Hypothesis design: turning a hunch into something you can actually test
A vague hope like 'let's improve the product page' can't be tested. A real hypothesis names the exact change, the metric, and why you expect it to work.
Before any test math, an A/B test needs a hypothesis, a specific, checkable prediction. "Let's try a green button and see what happens" isn't one. "Changing the button from blue to green will increase checkout clicks, because green has better contrast against our background" is.
🎯 Explain Like I'm Hired A hypothesis is a prediction specific enough that a test could actually prove it wrong. If your statement is too vague to fail, it isn't a real hypothesis, it's a wish. Example: "adding free-shipping messaging on the product page will increase add-to-cart rate, because it makes the total cost feel more transparent" is specific and testable. "Let's improve the product page" isn't. There's no way for a test to prove that one wrong.
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