
Test boundaries
Use a defined budget, audience, duration, and success measure. Do not expand every format before the first customer path works. Confirm that forms, phone links, and replies reach the right person.
Ask staff which inquiries matched the offer and why others did not. Use that information to refine targeting and the page. Ask customer-facing staff whether the inquiries fit the offer.
- A written brief
- Named responsibilities
- Agreed review points




