In the world of CRO, it all starts with an observation, i.e., observation is the initial step whenever you think of optimizing the user experience on your website. An observation talks about what you notice (any problem/opportunity) on your website. But is this enough to start testing? Of course not. Thus, after you have created an observation based on your website's analysis, you must link it to a hypothesis [the proposed solution] that you feel can improve your website’s conversion rate.
For example, you observed that even after offering free shipping, your sales have not increased. Based on this, you made a hypothesis- “Displaying the free shipping message on the homepage will increase sales” and linked your observation with the hypothesis. It would help you assess whether your assumption around the observation was accurate or not.
To link an observation to a hypothesis in VWO, perform this:
- Login to your VWO account.
- From the panel on the left, go to PLAN > Observations.
- From the list of observations, select (click on the checkbox that appears before the observation name) the one you want to link with the hypothesis.
- You now have the option to link your observation to an existing hypothesis or create a new hypothesis altogether and link it.
- If, for this observation, you already have at least one hypothesis, select Link to Existing Hypotheses. On the pop-up that appears, search and select the hypotheses you want to link to your observation.
- If you don’t have a relevant hypothesis corresponding to your observations, click a New Hypothesis, and create a new one from scratch. To learn how to create a new Hypothesis, refer to How to Create a Hypotheses in VWO?.
Now that your hypotheses are linked with your observations, the next step is to test these hypotheses to see if they have an impact on your website’s performance.