← CRO and measurementREAI / CRO WORKSHEET

From observed friction
to a measurable hypothesis.

Use research to choose a change. Use shopper tests to find friction. Use reliable data to assess impact.

This worksheet runs no experiment and collects no data. Fields and the plan exist only in this open page. No calculated conversion lift or fixed sample size.

Concept to investigate

This loads suggestions and resets the fields below.

Problem to investigateChange and hypothesisAudience and exposurePrimary metric and denominatorQuality guardrailsData quality checksDecision rule before starting

Your test plan

Problem to investigate

Status and next steps must be understood before inviting the shopper onward.

Change and hypothesis

After purchase, optional engagement can be offered without interrupting checkout. Explain concrete benefits of optional actions. Hypothesis: this change makes the shopping task easier to complete. Check it with a task test and assess impact using the metric below.

Audience and exposure

Shoppers attempting this task. Define a stable randomization unit and when first exposure is counted; exclude staff, bots and lab traffic.

Primary metric and denominator

Check whether shoppers can explain order status and next steps. Later measure status-related support requests per confirmed order.

Quality guardrails

False paid status, missing confirmations, duplicate gift-card redemption and signup without consent.

Data quality checks

Check stable assignment, exposure logging and data loss. Deduplicate order IDs. Confirm payments server-side; separate paid orders from B2B credit orders.

Decision rule before starting

Set the baseline, smallest useful effect, sample requirements and analysis method before starting. Include relevant seasonality/return windows. Stop for critical harm; otherwise follow the plan. Inconclusive results are inconclusive, not a winner.

Example rate denominator: eligible exposed users. Count each user/order consistently. A click is not a payment, and a higher order value does not necessarily mean a better margin.

Order confirmation and next steps ↗

From observed frictionto a measurable hypothesis.

Investigate before experimenting

From observed friction
to a measurable hypothesis.