01 — Discover the opportunity
Discuss the offer, target audience, sales cycle, current performance, and constraints. Review the customer journey and agree on which outcome matters. This stage should identify the most useful problem to work on, not simply produce a longer list of services.
02 — Build the foundations
Define scope, responsibilities, access, messaging, conversion paths, and measurement. Connect campaign promises to the website and the response process. Resolve essential tracking and operational gaps before using more traffic to test an incomplete journey.
03 — Run focused tests
Document each hypothesis and the evidence needed to evaluate it. Review the appropriate time window and avoid changing every variable at once. Where data is limited, combine performance observations with sales feedback and practical usability review.
04 — Review and scale
Agree on the next action using business outcomes, data quality, and delivery capacity. Scaling can mean more budget, a new audience, a stronger landing page, or a better workflow. Keep the reason for each change visible so the next review has context.