High confidence
Test: Address "Trouble with feeling informed: A NY prospect struggled understanding the technic..."
Test idea generated from UX research pain point found in "[DE] SMB LP Usability Study". The research identified "Trouble with feeling informed: A NY prospect struggled understanding the technical requirements for changing providers & understanding technical terms." as a user friction point that could be resolved through experimentation.
Hypothesis
If we address the pain point "Trouble with feeling informed: A NY prospect struggled understanding the technical requirements for changing providers & understanding technical terms.", then users will have a better experience and conversion will improve, because UX research identified this as a friction point for [company] customers.
Why This Works
Key Learnings
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