What is the null hypothesis and the alternative hypothesis?

The null hypothesis (denoted as H0) is the initial assumption that claims there is no effect or difference. For example, that a new product feature does not influence user behavior.

The alternative hypothesis (denoted as H1 or Ha) is the opposite statement, suggesting that there is an effect or difference, for example, that the new feature actually changes user behavior.

In analytics and statistics, we usually try to gather data to either reject the null hypothesis (support the alternative) or not have enough grounds to reject it. This helps in making decisions based on data rather than assumptions.