
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. Check the reasons suitable customers hesitate or leave.
Review form errors, device behavior, recordings where permitted, and customer questions. Evidence should identify a problem before a layout is changed. Review the whole path instead of judging one screen in isolation.
- A written brief
- Named responsibilities
- Agreed review points




