A testing hypothesis is an informed, educated assumption about the results of a particular evaluation.
Many businesses will conduct consumer research, website tests, or content evaluations to understand their customers better and ensure they're reaching them effectively. These might include an A/B test on an email marketing subject line, for example, or focus groups to gain consumer insight on a product.
Upon conducting the research, teams generally create a testing hypothesis, or an assumption of what the evaluation will result in, based on past information, market research, or best practices.
For example, a business might create two versions of a webpage, placing a call-to-action (CTA) above-the-fold on one version and below-the-fold on another. Given previous user engagement research, their testing hypothesis might be that the above-the-fold CTA will garner more clicks.
When the test is completed, the business will gather and organize results to determine if their hypothesis is correct. Then, they can use the results to make adjustments to their materials as needed.