Guides MOC
Date: 2026-08-16
Twelve guides, each covering a whole job rather than a single step. A guide assembles concepts into a sequence you can follow; the concepts themselves live in their domains.
Measurement
- Guide - Instrumenting a Site — greenfield measurement, end to end: choosing the stack, event taxonomy, the tracking plan, data layer, consent states, client versus server, and QA before launch
- Guide - Auditing a Tracking Plan — the maintenance counterpart: proving that what’s specified, what fires and what lands are the same set
- Guide - Diagnosing a Metric Movement — one number moved; the ordered investigation from timezone through definition, collection and identity before anyone blames behaviour
Statistics and experimentation
- Guide - Statistics for CRO — one test start to finish with the arithmetic worked: sample size, duration, metric choice, reading the interval, and translating it into pounds
- Guide - Running an Experiment — the procedure around that arithmetic: hypothesis, primary metric, guardrails, QA, launch, monitoring, shipping, and the archive
- Guide - Choosing a Statistical Test — the decision tree, for when it isn’t a proportion test
Research and conversion
- Guide - Ecommerce CRO — the spine: the whole job top to bottom, from the objective function and the commercial model through diagnosis, the surface-by-surface checklist, prioritisation in pounds, test design under real traffic constraints, and the margin and returns checks a standard result read misses
- Guide - Running a Conversion Audit — the full CRO diagnostic sweep: funnel and segment analysis, replay, form analytics, heuristic review, and turning findings into a prioritised backlog
- Guide - User Research Methods — usability testing, surveys, interviews and heuristic review: choosing between them, running each, and analysing without over-reading
Engineering
- Guide - Diagnosing and Fixing Performance — field data to lab to bottleneck: Core Web Vitals, the critical path, assets, third-party scripts, and holding it with a budget
- Guide - Shipping Safely — code review, feature flags, migrations, progressive rollout, rollback, dependency upgrades and incident response
Commerce
- Guide - Unit Economics and Commercial Decisions — building the model, then using it: CAC and payback, contribution margin, shipping thresholds, discount arithmetic, promotional cadence and evaluating a channel
Migrations
- Guide - Replatforming and Migrations — replatforms and analytics platform moves: sequencing, parallel running, SEO and URL mapping, and the measurement continuity almost everyone loses
Not yet
Deliberately deferred, recorded so they don’t get re-found as gaps:
- Accessibility auditing — real gap, low priority. Concepts are in User Experience MOC and Design Engineering
Borders
The domain maps carry the concepts these assemble: