[iamcreasy]

The article says 'Changing the color of the "Proceed to checkout" button will increase purchases.' is a bad hypothesis because it is underspecified.

But what else is there to measure other than checkout button click count(and follow up purchases) to measure the effect of button color change?

Or perhaps this is not a robust example to illustrates undespeficaition?

[gregbarbosa]

> But what else is there to measure other than checkout button click count(and follow up purchases) to measure the effect of button color change?

Purchases occur on the checkout page itself. Its design, payment input, and upsells can all impact results, potentially counteracting the button color's effects. You need a clearer hypothesis to address these.

[KTibow]

The number of people who start checkout and the number of people who check out are different, and I think that was what they meant