Small Business Big Money Online by Harris Alex

Author:Harris, Alex
Language: eng
Format: epub
Published: 2015-06-28T16:00:00+00:00

STEP 2 – HYPOTHESIS

Once we know where we need to start testing, we want to create a hypothesis. We'll use data and facts to come up with specific educated guesses. Then we’ll outline an experiment to test the hypothesis and discuss how the results might impact the website.

Creating a hypothesis is very important because not only do you want to be able to track what is going on and measure properly, you also want to understand how it relates to each part of your business—how it affects your stakeholders, different business managers, and clients. After that, you need to figure out which of these different tasks takes priority.

Prioritizing can be done in different ways. I use a process created by Bryan Eisenberg. His approach encourages you to dig into the human element rather than looking at visitor feedback as qualitative data. In the planning mode, Bryan encourages you to answer these questions before running a test:

Who are you trying to persuade?

What action do you want them to take?

What action do they want to take?

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