Hypothesis
A hypothesis is an assumption about what can be changed in a business to improve its results. It is formulated so that the outcome of testing it is unambiguous: it worked or it did not. In simple terms, it is an assumption that can be tested.
Example: “If we add a button for booking a demo to the chatbot, the number of leads will increase.” The hypothesis is tested using an A/B test. Half of the visitors see the old version, while the other half see the new one, and then the conversion rates are compared.