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. A controlled phone-profile test may improve after a supplier reduces a page dependency, while the available visitor view still reflects a wider earlier period. The report records the precise laboratory result and the unresolved real-visitor evidence separately. Your practice agrees when and how to review the latter. That preserves a genuine demonstrated improvement without stretching it into a claim about every visitor or treating delayed aggregate movement as immediate proof of failure.
What this means for your practice
A controlled performance test and aggregated visitor evidence answer different questions. One can show that a change improved a page under repeatable conditions, while the other reflects a broader audience and observation window. Ask your supplier which metric improved, on which page and device setup. Compare the relevant visitor evidence where available, without expecting an immediate one-to-one change in an aggregated view. Keep the implementation result and later follow-up separate. Your practice should receive a precise claim about what was demonstrated, plus a plan for checking unresolved experience. A single headline score cannot describe every page, device or action on the website.
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.
Turn reading into a next step
Your action checklist
Work through these checks with your team or supplier. Tick the ones you have resolved and leave unknowns open.
Record what you know, what is still missing and the answer you need from your team or supplier.
Use project decisions only, without personal, patient or confidential details. Entries stay in this page and are not submitted to Kay & Co. Copy or download before leaving; this page does not save your notes.
Further reading
These sources provide background for the topic. The practice examples and checklist are illustrative planning suggestions from Kay & Co.
Related guides
Need help with this?
Tell us what is getting in the way. Kay & Co. can help you understand the options and turn the next step into something that works for your practice.
Explore support & operations services or discuss your project.
Try the free Healthcare Digital Planner to find your starting priority.