
Test boundaries
Use a defined budget, audience, duration, and success measure. Do not expand every format before the first customer path works. Verify the next step while there is still time to correct a problem.
Ask staff which inquiries matched the offer and why others did not. Use that information to refine targeting and the page. Include sales follow-up when reviewing the quality of inquiries.
- A written brief
- Named responsibilities
- Agreed review points




