Insight: The Need For A Good Hypothesis (And How To Create One)

The Ecommerce Insights Show

If you are seriously considering conversion optimization as part of your ecommerce growth strategy, you will quickly learn that having a good hypothesis is a critical part of any successful test.

A good hypothesis will ensure that you are running a test for a valid reason, not just a guess or a hunch. It also makes your testing approach much more scientific, which gives you more confidence that the results you get from your test are results you can be confident in.

At The Good, we believe a strong hypothesis should do three things...

1. Respond to an established challenge.
2. Propose a specific solution.
3. State the assumed and measurable impact.

If your hypothesis doesn't address each of these elements, you put yourself at risk for heading down the wrong path or wasting time running tests that don't help you make a confident decision, because of inaccurate or incomplete data.

In this episode, we go into more detail about why we have identified these three must-have components of testing hypotheses, and how you can make sure that your internal tests satisfy each of these requirements.

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