Overview
Companies run numerous campaigns, while some are bigger than others – they all tell what your users are doing. Many times, campaigns are not successful and need to be worked on. With the successful campaigns, they can also be worked on because there are always improvements. There is no way there is a perfect campaign out there as society is always evolving and changing. A/B testing gives us the opportunity to look at the traffic and make changes to see if they become successful.
Hypothesis
A problem with the site is no one is buying a certain water bottle on their website. (Google merchandise store made me think of this). Now is no one buying the water bottle because they are not seeing it or is it too expensive? Well, analytics will tell us if it is getting attention, and lets say it is. Hypothesis: “Adding a promo code next to the price of the water bottle will increase buys.”.
https://support.google.com/optimize/answer/6211930#create-a-hypothesis