What to change
Lab and field measurements answer different questions. Ask which metric improved under which test conditions, then compare the affected page group and device segment with available real-visitor evidence. A lab result can demonstrate a controlled improvement without immediately changing an aggregated field view. Keep the implementation evidence and the later visitor check separate, and avoid presenting a single score as a complete verdict on every page or journey.
A worked example
Illustrative example
Illustrative test: A controlled before-and-after test improves while the report explicitly records unresolved field evidence.
How to check the result
The claimed result matches the scope of the measurement actually performed.
A mistake to avoid
Different measurement windows can prevent an immediate like-for-like comparison.
Your action checklist
Use these checks to prepare a discussion with your team or supplier. Tick a check when you have recorded the decision or evidence, rather than when a feature has simply been promised.
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Further reading
These primary sources provide additional context for the project decisions above.
Related decisions
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