Hypotheses are the statements that clarify our thinking leading up to a test. They make a clear prediction about how changes in customer experiences will impact a given goal. They provide a rationale for why customers might react positively or negatively to that change.
But even with standard hypothesis best practices, there are opportunities to elevate your testing, align your hypothesis with challenges that are core to your business, and increase the odds of producing a positive result. It starts with identifying problems.