What is a CRO hypothesis example?

A CRO hypothesis is a testable statement about why users may not be completing a desired action and what change could improve their behavior. It connects an observed problem with a proposed solution and an expected outcome.

A common CRO hypothesis follows this structure:

“Because [observation/problem], we believe that [change] will [expected outcome] for [target audience].”

For example, a B2B ecommerce website notices that many visitors view product pages but few submit the Request a Quote form. A hypothesis could be:

“Because the Request a Quote button is difficult to find, we believe placing a prominent CTA near the product information will increase qualified quote requests.”

The business could then run an A/B test, comparing the existing page with the version containing the more prominent CTA. Relevant metrics might include quote-request conversion rate, qualified leads, and downstream quote-to-order rate.

Other CRO hypotheses might address:

• Simplifying lengthy forms.
• Improving mobile navigation.
• Adding clearer product specifications.
• Displaying shipping or payment information earlier.
• Strengthening relevant trust signals.
• Making pricing or volume-discount information easier to find.

A good hypothesis should be specific, evidence-based, measurable, and testable rather than simply being a design preference.