Behavioral science applies findings from psychology and economics to understand how people actually make decisions — not how they say they do. It's the foundation of every high-performing experimentation program.
3 articles
"Let's test a bigger button" is not a hypothesis. Here's the full hypothesis template, 5 bad-to-good rewrites, and how a good hypothesis turns a losing test into your next win.
"Let's test a bigger CTA" is not a hypothesis. Here's the exact structure for writing A/B test hypotheses that produce useful results whether they win or lose—with 5 real rewrites and a hypothesis library framework.
We tested adding a rate-lock countdown timer to checkout and conversions dropped 3%. Here's why manufactured urgency backfires and what to do instead.