Academy / A/B Testing Fundamentals

From customer insight to a prioritised hypothesis

Turn analytics, session replay and Voice of Customer findings into testable hypotheses, score them on evidence and value, and check they can be detected with your traffic.

• Triangulate research sources and score an insight on the 0–5 evidence-strength scale
• Write a five-part hypothesis that names evidence, change, audience, outcome and metric
• Prioritise hypotheses with an evidence-weighted score and a traffic feasibility gate