Who this is for
Founders and growth leads who know conversion is soft but don't yet have a CRO cadence. Assumes analytics is installed and you can ship theme or CMS changes weekly.
Sprint framework
Four weeks, one primary KPI, three experiments max.
- Week 0: Define the money page (PDP, collection, or checkout step) and a single primary metric.
- Week 1: Qualitative pass — session replay, support tickets, and heatmaps to build a friction backlog.
- Week 2–3: Ship two UI tests (proof, offer framing, or form friction) with clear kill criteria.
- Week 4: Promote winners, document losers, and freeze a monthly experiment calendar.
Included in the kit
- Experiment brief template (hypothesis, metric, sample size notes).
- Shopify and WordPress checklist for safe theme/CMS deploys.
- Decision rubric: ship, iterate, or kill after two weeks of data.
How to use it
Print the checklist, fill one brief per idea, and refuse to start a fourth test until one of the first three resolves. Speed beats sophistication in the first program.
