Ask hypothesis-driven questions

Hypothesis-driven questions transform vague curiosity into focused inquiry with testable assumptions. Instead of open-ended questions like "What's happening with user engagement?", hypothesis questions make specific predictions: "Will reducing our sign-up form from 8 fields to 3 increase completion rates by 30%?"

Strong hypothesis questions include 4 key elements:

• The variable being tested
• The expected outcome
• The magnitude of change
• The reasoning behind your prediction

For example: "If we move the CTA button above the fold (variable), conversion rates will increase (outcome) by at least 15% (magnitude) because users will see it without scrolling (reasoning)." When forming a hypothesis, also explicitly state both what you expect to see and what would disprove your theory, as this helps reduce confirmation bias.