Hypothesis template: Based on (data, observation, research), we believe that (insert customer problem here). Because of this (insert consequence of customer problem). If we (insert solution here), then (insert anticipated impact of solution here). We will know this is true when we see (insert metric and expected impact on that metric).

Here’s a hypothesis template to use and reuse for your A/B tests. It’s simple and effective to crystalize your thoughts as you design a variant.