
Check the denominator
Define the audience and conversion action before calculating a rate. A change in traffic quality can alter the rate even when the page has not changed. Use actual customer questions to check whether the plan is useful.
Review form errors, device behavior, recordings where permitted, and customer questions. Evidence should identify a problem before a layout is changed. Check the destination as well as the message that sends people there.
- A written brief
- Named responsibilities
- Agreed review points




