
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. Keep a short record of common questions and objections.
Review form errors, device behavior, recordings where permitted, and customer questions. Evidence should identify a problem before a layout is changed. Confirm that forms, phone links, and replies reach the right person.
- A written brief
- Named responsibilities
- Agreed review points




