The playbook
Website Conversion Testing: Checklist
Use this website conversion testing checklist before a new release, a handoff, or a scheduled review. Its purpose is to verify the decisions that affect qualified completed actions. Check an actual page or interaction record; a box marked complete without evidence does not show that the customer journey works.
Put the task in context
Define the successful event before testing. For a lead page, use a delivered suitable inquiry rather than only a button click. Record traffic sources and any concurrent changes so you can judge whether the comparison supports the proposed conclusion.
Before you use the checklist
Name the exact item being checked and its purpose. Gather hypothesis, variant, segment, primary outcome. If one of those details is unknown, mark it as unknown and assign a way to resolve it. An invented value makes the checklist look complete while weakening every later decision.
Working checklist
| Check | Evidence to keep | Responsible role |
|---|---|---|
| Define a hypothesis and a measurable completion event | A dated observation showing how hypothesis was verified | website lead |
| Keep traffic conditions and measurement rules comparable | A dated observation showing how variant was verified | designer or developer |
| Review lead quality alongside completion rate | A dated observation showing how segment was verified | site owner |
Check the failure path
- Look specifically for this failure: calling a small noisy result a permanent improvement.
- Consider uncertainty duration and downstream outcomes before rollout. Record the actual correction, not just the intention to make it.
- Repeat the affected task after the correction and check primary outcome.
- Make sure the next owner can find the decision and supporting evidence.
Use three outcomes for each check
Mark an item as complete only when the expected behavior or information has been observed. Mark it as incomplete when a required condition is absent. Use not applicable when the condition genuinely does not belong to the chosen scope, and write a short reason. These states keep a review useful without forcing every process into an identical mold.
For example, if the check is “Define a hypothesis and a measurable completion event,” a meeting about the subject is not the evidence itself. Retain the relevant hypothesis and variant, the decision made from them, and the result of checking that decision. The record should allow someone who missed the meeting to understand what changed.
Decide what must be resolved first
An incomplete item that prevents evaluate whether a website change improves a meaningful visitor outcome deserves attention before a cosmetic improvement. Assign an owner and a next action to that issue. Keep optional refinements visible, but do not let them obscure a failure in the core process.
Close the review
Recheck corrected items and note anything still uncertain. The checklist is finished when the next owner understands what was verified and what remains open. Follow qualified completed actions using a consistent definition so later reviews can connect execution quality with useful results.
Use realistic content lengths and assets during review. Short placeholder headings can conceal overflow and hierarchy problems that appear with real service names, prices, or instructions. Check the result after the final content is inserted.
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