Hypothesis
01 Definition
Hypothesis meaning: A clear, testable prediction about how a change will affect a measured outcome.
A hypothesis states what you expect to happen and why before you run an experiment. A strong marketing hypothesis names the change, the audience, the metric, and the expected direction. It must be measurable so the test can support or reject it. A vague guess without a metric is not a usable hypothesis.
Why it matters
How Hypothesis fits the work
Writing a hypothesis first keeps a test honest, so you judge results against a stated prediction instead of inventing an explanation after seeing the data.
In context
Our hypothesis: adding trust badges to the checkout page will raise completed purchases among first-time visitors by at least 5 percent.
Practical note
Avoid changing the hypothesis after results arrive to fit the outcome. Set the metric and success rule before launch to prevent bias in how you read the data.