# Lead-generation landing-page investigation

- Offer, page URL, version and change date:
- Traffic source, campaign scope and geography:
- Denominator: landing sessions or unique visitors? State exclusions:
- Primary action and successful-submission definition:
- Repeat-submission and test-record handling:
- Analytics event and CRM receipt checked on mobile/desktop:
- Known consent/measurement gaps:
- Baseline by device and source; traffic mix:
- Primary useful-outcome measure, qualification rule and customer cutoff:
- First observed loss and supporting evidence:
- One hypothesis and proposed change:
- Comparison design and limitations:
- Spend/exposure ceiling, business guardrails and owner:
- Planned observation period, evidence requirement and stopping rule:
- Result: observed counts, rates, uncertainty and unresolved outcomes:

A failed form needs a repair, not an A/B test. A calendar deadline or spending limit can stop an experiment without making it conclusive. Do not interpret a mix change as within-segment improvement.