A proposed explanation, based on limited evidence.

A strong hypothesis should:

• Define your test’s conversion goal.
• Identify the target audience, the conversion problem, and the suggested solution.
• State the anticipated outcome, describing how the results will improve the situation.

A well-formulated hypothesis should follow this formula:

Because I observed {data}

And {feedback},

I believe that {doing}

For {target audience}

Will result in {outcome}