01 Data before opinions
Start with analytics and session recordings/heatmaps: where the rage clicks happen, where scrolling stops, where forms get abandoned.
02 Hypotheses
Format: "If we change X for segment Y, metric Z will change, because…" One experiment — one main change.
03 Culture
Document both wins and failures. CRO is a process, not a one-off "redesign the button to red."
