How to Make a Good Hypothesis Statement

A hypothesis statement should include the reasoning as to why we're testing a particular thing. I'd rather it be a long hypothesis with all of the variables laid out all of the data, all the research than a short if then statement. The other one I'll talk about here is success KPIs. A lot of times you'll just see like by testing this, a limited conversion,. Like literally every hypothesis is a conversion rate. Oh my god, Shiva, I got to tell you about some of the worst hypotheses I've ever seen.

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