• Define one exposure and one conversion before the run. In this example, each eligible visitor counts once, and each visitor can convert once
• Set the window, exclusions, minimum counts and stopping rule before looking at results
• Keep both source exports and check that the counts use the same window and definitions
• Record both the percentage-point difference and relative lift. If A has no conversions, relative lift is undefined
• Document the next decision and uncertainty. Here, the fictional owner chooses another controlled test