Hypothesis
- Each idea should be phrased in this format If we [ do X], then [ we expect Y to happen], because of [ reason ]
- e.g.
- If we shorten a registration form from 7 to 4 steps the registration count increases because we decrease the amount of cognitive load
- If we use more visually appealing CTA button, we increase the amount of clicks because it will be more visible
- helps us not to blindly go into Experiments that are not covered by data
- clearly states what result we expect and how we measure it
- faster, clearer, happier customer, ...