
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. Record the decision as well as the numbers behind it.
Review form errors, device behavior, recordings where permitted, and customer questions. Evidence should identify a problem before a layout is changed. Agree whether the evidence supports keeping, changing, or stopping the approach.
- A written brief
- Named responsibilities
- Agreed review points




