
Find actual friction
Review form errors, device behavior, recordings where permitted, and customer questions. Evidence should identify a problem before a layout is changed. Bring sales questions into the brief so the work answers real concerns.
Write the proposed cause, change, and success measure. Include a guardrail such as lead quality so extra submissions are not mistaken for better customers. Check the destination as well as the message that sends people there.
- A written brief
- Named responsibilities
- Agreed review points




