
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. Leave the team with a decision, an owner, and a review date.
Review form errors, device behavior, recordings where permitted, and customer questions. Evidence should identify a problem before a layout is changed. Identify the most useful correction before adding another feature.
- A written brief
- Named responsibilities
- Agreed review points




