
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. Agree whether the evidence supports keeping, changing, or stopping the approach.
Review form errors, device behavior, recordings where permitted, and customer questions. Evidence should identify a problem before a layout is changed. End each review with a named next step.
- A written brief
- Named responsibilities
- Agreed review points




