
Test one hypothesis
Write the proposed cause, change, and success measure. Include a guardrail such as lead quality so extra submissions are not mistaken for better customers. Confirm that forms, phone links, and replies reach the right person.
Low traffic may not support a reliable split test. Use task testing and measured improvements rather than claiming statistical certainty from a small sample. Record the decision as well as the numbers behind it.
- A written brief
- Named responsibilities
- Agreed review points




