From the course: Marketing: Conversion Rate Optimization
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Creating a test hypothesis
From the course: Marketing: Conversion Rate Optimization
Creating a test hypothesis
- [Instructor] The key to getting great results is asking the right questions. Once you have identified your conversion barriers, then you need to ask how can you overcome those roadblocks in the user journey. A hypothesis helps you formalize how to ask these data-driven questions. So first, what is a hypothesis? It's a prediction you create before you run a test. It clearly states what is being changed, what you believe the result will be, and why you think that's the case. Running the test, we either prove or disprove your hypothesis. This is when being a theoro-strategist comes into play. As you gather insights, come up with questions. You want to decide what are the things to isolate and test on their own, first. What should you cluster together and test together? A hypothesis has three key components, the thing you want to change, the effect you expect to happen, and the insight that is driving this change. To…
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