← 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

Removing and adding again can lose quantity and turn a small correction into several tasks.

Change and hypothesis

Let shoppers correct a variant without removing the item and finding it again. Preserve quantity when editing. 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

Measure confirmed, deduplicated outcomes per eligible checkout start. Define paid orders and accepted credit orders separately.

Quality guardrails

Payment errors, duplicate orders, incorrect totals, unclear arrival dates and discount cost. A pay click is only an attempt.

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.

Edit cart size or color without starting over ↗

From observed frictionto a measurable hypothesis.

Investigate before experimenting

From observed friction
to a measurable hypothesis.