REPORT COMPANION
How to read your Percensa report.
Your critique is designed to work at two speeds: a fast read for the decisions and a deeper read for the evidence. This guide explains the sequence and every specialized term you may encounter.
01 / Reading order
Start with judgment. Then examine the evidence.
- 01
Read the governing idea
Start with the diagnosis and big picture. They explain the pattern connecting the individual findings.
- 02
Use the first three moves
Treat these as the opening sequence for the work, not three disconnected suggestions.
- 03
Read findings in priority order
Higher priority means more of the experience depends on the change. It does not mean the site has failed.
- 04
Open the review notes when needed
Evidence, confidence, expected improvement, and reviewer disagreements are there when you need to defend or assign a recommendation.
- 05
Protect what already works
Improvement should clarify the website without sanding away the credibility, personality, or useful complexity it already has.
02 / Definitions
Percensa terminology, in plain English.
The wording here matches the language used inside customer reports.
The structure of your critique
The main ideas Percensa uses to turn many observations into one coherent plan.
- Governing diagnosis
- The central explanation connecting the most important patterns across the website.
- The big picture
- A plain-English verdict describing what the site communicates now and the main reason it is helping or hindering the business.
- Ten-second perception
- What a new visitor is likely to believe about the business after a quick first impression.
- Biggest opportunity
- The improvement most capable of strengthening the website as a whole.
- Defining tension
- The important tradeoff the next version of the website needs to balance rather than simply eliminate.
Inside a finding
The parts used to separate evidence from interpretation and recommendation.
- Finding
- A specific, evidence-led conclusion about how part of the website affects understanding, trust, engagement, or action.
- Observation
- What is visibly present on the website before Percensa interprets its meaning or effect.
- Interpretation
- Why the observation matters and how it is likely to affect the visitor experience.
- Recommendation
- The practical change Percensa believes should be made in response to the finding.
- Evidence
- The page, message, design element, interaction, or technical signal supporting a finding.
- Expected improvement
- The result the recommendation is intended to create if implemented well.
- What to keep
- An existing strength or useful quality that should be protected while the recommendation is carried out.
Priority and certainty
Signals that help you decide what to do first and when further checking is warranted.
- Priority
- The recommended order for addressing findings, based on their likely influence on the rest of the experience—not a grade for the website.
- P1 / Fix now
- A foundational issue or unusually consequential problem that should be addressed before the other recommendations.
- P2 / Fix next
- A meaningful improvement that should follow the foundational work.
- P3 / Improve when ready
- A useful refinement that can wait until the higher-priority work is complete.
- P4 / Consider later
- A lower-leverage possibility worth keeping in view, but not worth displacing more important work.
- Confidence
- How strongly the available evidence supports the conclusion. It describes certainty, not importance.
- Creative leverage
- How much positive influence one well-executed change may have across the wider experience.
- Check first
- A recommendation that should be verified with analytics, business context, or another source before the site is changed.
- Test first
- A promising idea that should be treated as an experiment rather than an assumed answer.
How Percensa reaches a decision
Terms describing the independent review and synthesis process behind the final report.
- Creative Jury
- Seven independent review perspectives covering creative direction, brand, user experience, visitor behavior, copy, visual design, and conversion.
- Juror
- One specialized review perspective within the Creative Jury. Jurors examine the same evidence independently before their conclusions are combined.
- Resonīs
- Percensa’s synthesis process. It groups repeated concerns, identifies root causes, preserves useful disagreements, and sets the final priorities.
- Jury split
- A meaningful disagreement between reviewers that affects the recommendation or exposes a genuine strategic tradeoff.
- Problem type
- The kind of issue a finding addresses, such as messaging, positioning, visual hierarchy, usability, trust, or conversion.