
Check the denominator
Define the audience and conversion action before calculating a rate. A change in traffic quality can alter the rate even when the page has not changed. Use recent customer feedback to challenge an unclear message.
Review form errors, device behavior, recordings where permitted, and customer questions. Evidence should identify a problem before a layout is changed. Confirm that forms, phone links, and replies reach the right person.
- A written brief
- Named responsibilities
- Agreed review points




