Review a user task
Separate the observed step, possible explanation and next test with a fictional inquiry example.
Read the guideResources
Turn a broad conversion concern into a useful question.
Prepare the task, observed problem and way to check a proposed improvement.
Research planning checklist
Prepare audience, measurement, participation and release decisions.
Use the checklistDoes a drop in a chart explain the cause?
No. It can identify where to investigate. Event coverage, traffic changes, technical errors and user decisions need to be considered before a conclusion.
Is an A/B test always the right next step?
No. A usability review or prototype can answer some questions more directly. A comparison needs a suitable design and enough relevant data to support its conclusion.
Can results be guaranteed?
No. A clearer experience can be checked, but revenue, demand and long-term business outcomes also depend on factors outside the interface.