What is it?

A hypothesis is a testable statement that predicts the impact of a specific change on user behaviour or performance. In optimisation, hypotheses are used to guide experimentation and focus efforts on measurable outcomes.

A well-formed hypothesis links insight, change, and expected result.

Examples in Action

• Predicting that simplified form fields will increase completion rate
  
• Anticipating that clearer messaging will improve engagement
  
• Testing whether trust signals reduce abandonment
  
• Evaluating the impact of layout changes on progression
  

Typical Outcomes / Results

• More focused and effective experimentation
  
• Clear rationale behind testing decisions
  
• Improved learning from both successful and unsuccessful tests
  
• Better alignment between insights and outcomes
  

This glossary entry reflects common hypothesis usage in experimentation and optimisation.