The process of optimizing a website begins with research, the aim of which is to discover problems and issues on the site. However, not every issue is equally important. Once you complete the research, a tough task lies ahead. You’ll have a bunch of data, containing a virtually infinite number of different ideas and insights. Your job? To sift ever-so-carefully through your research, note the website problems it indicates, and try to come up with ideas to solve them. (Creating a hypothesis can be daunting on its own. Fortunately, we’ve got you covered there too. Just check out our hypothesis creation guide, and you’ll be on your way.) So, now you’ve got your hypotheses. You’ve analyzed the data and come up with ideas that you think could explain your visitors’ behavior. And you’re ready to frame tests based on this knowledge.