Null hypothesis

Definition

When conducting tests using statistics, a null hypothesis is used in conjunction with a hypothesis in order to determine if there is statistical significance that warrants proceeding with an experiment.

A null hypothesis states that there is no significant difference between a set of given observations. In the case of a marketing experiment, this means that a null hypothesis is proven true means that there is no significant difference between changing the variables used in the test, and not changing them.

An example would be an A/B test on marketing copy in an advertisement.

The hypothesis would be that changing the marketing copy to variation “B” would have a better outcome than using the copy in variation “A”.

The null hypothesis would state that there is no statistical significance between the two (A or B).

Related

Statistical significance

Multivariate testing

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