
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. Check the destination as well as the message that sends people there.
Low traffic may not support a reliable split test. Use task testing and measured improvements rather than claiming statistical certainty from a small sample. Keep the next round of work small enough to assess clearly.
- A written brief
- Named responsibilities
- Agreed review points




