Hypotheses are assumptions that a proposed change in your website would lead to more visitors converting into customers. A typical hypothesis is formulated over observations you record, the proposed solution, and the expected improvement in conversion percentage.
For example, let us say you have made an observation that “the ‘Request Demo’ link on my website landing page receives very little clicks because it looks like a hyperlink rather than a significant actionable CTA (like Sign Up button).
Your hypothesis could be “You can hypothesize this issues as making the element a CTA Button instead of a link will encourage more visitors to click on it and request a demo. During you VWO test, you will implement the changes to the ‘Request Demo’ CTA and determine if your hypothesis is valid or not.”
Read more to learn how to create a hypothesis.