Practical A/B Testing

Creating a Clear Hypothesis

As human beings, we communicate to relate with each other, and it’s important that we can communicate clearly and effectively. With A/B testing, sharing why you’re testing a change is especially important when something controversial or sensitive is up for evaluation. Any genuinely great undertaking is going to require changing some minds. Your hypothesis statement communicates what you believe will happen by introducing a change to your users so it’s clear to anyone, even those who may not have the same conviction.

The hypothesis statement expresses what the A/B test seeks to evaluate. It’s where you’ll define what you believe will happen because of your underlying assumption of the changes made to the product. It’s ...