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You’re tasked with improving the conversion rate on your product and services page over time. You think that changing the page’s copy will positively impact the overall conversion rate. Which of the following is an example of a good hypothesis for this optimization experiment?

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  • I think this change will work because I know my buyer persona really well.
  • By changing this page’s copy, the conversion rate will increase because it frames our product and service page in a way that better aligns with our buyer persona’s needs.
  • The conversion rate will increase by 87%. Constant change on product and services pages increases trust.
  • By changing this page’s copy, the conversion rate will increase.

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