
Find actual friction
Review form errors, device behavior, recordings where permitted, and customer questions. Evidence should identify a problem before a layout is changed. Leave the team with a decision, an owner, and a review date.
Write the proposed cause, change, and success measure. Include a guardrail such as lead quality so extra submissions are not mistaken for better customers. Check what happens after the customer clicks, submits, or calls.
- A written brief
- Named responsibilities
- Agreed review points




