
Find actual friction
Review form errors, device behavior, recordings where permitted, and customer questions. Evidence should identify a problem before a layout is changed. Look for gaps between what the business offers and what visitors understand.
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.
- A written brief
- Named responsibilities
- Agreed review points




