CVR-004 · Conversion and Experience

Reduce form friction selectively

• Minor
• Major
• IF
• AND
• THEN
• ELSE
• OR

The decision

• IF
  • form abandonment is high AND removed fields are not needed for qualification or routing
• THEN
  • shorten, stage, or clarify the form
• ELSE
  • retain fields and improve explanation

Primary metric

qualified form completion

Guardrail

unqualified volume

Reason

Makes the decision explicit, measurable, and reversible where possible.

LAKA levels

• Minor
• Major

Operators

• IF
• AND
• THEN
• ELSE
• OR

Governs gates

• business value

Source

04-IF-ELSE-AND-OR-RULEBOOK.md — CVR-004 — Reduce form friction selectively

The other eleven rules in Conversion and Experience

• CVR-001 Complete the search task before selling IF the page asks for conversion before delivering the promised answer Major
• CVR-002 Match nudge to journey state IF the next action is not adjacent to the user’s current state Minor
• CVR-003 Optimize speed for outcomes IF slow or unstable experience correlates with abandonment or conversion loss Minor
• CVR-005 Optimize for lead quality IF lead count rises while acceptance, close rate, or margin falls Major
• CVR-006 Test CTA propositions, not colors alone IF a CTA underperforms Minor
• CVR-007 Place trust at the decision point IF users hesitate because scope, proof, identity, terms, price, or risk is unclear Major
• CVR-008 Avoid premature hard selling IF the query is early-stage and commercial pressure harms task satisfaction Major
• CVR-009 Design retention paths IF the organic visitor is an existing customer or user Major
• CVR-010 Measure satisfaction with task-specific events IF generic engagement metrics cannot show whether the task was completed Structural
• CVR-011 Preserve message continuity IF the search promise, landing answer, CTA, and sales follow-up describe different outcomes Structural
• CVR-012 Protect user and brand guardrails IF a conversion intervention increases action but also complaints, refunds, low-quality leads, or distrust Minor