Test prioritization

The research and best practices have given you a list of weak spots – now it's time to prioritize

At this point we’ve identified the areas that will help improve your site experience. It’s now time to figure out where you should begin testing. Using a framework to prioritize fixes is a great way to see where the biggest wins for minimum effort are. One possible alternative is the PIE framework.


11. Win on mobile: How to do CRO - Prioritising tests


The PIE prioritization framework

Chris Goward’s PIE framework identifies three important factors for prioritising tests:

  • Potential: How big of an uplift do we estimate that the change will bring?

  • Importance: How much traffic does the page get and are you investing a lot to get those visitors?

  • Ease: How simple is it to implement the fix?


Step 1 in the prioritization

Step 1

Start by listing the tests you need to carry out on your mobile site.


Step 2 in prioritization

Step 2

Assign a score of 1–10 for the potential increase of conversions the page will give.


Step 3 in prioritization

Step 3

Assign a score of 1–10 for the value of the page’s traffic for your business and how important it is for ROI.


Step 4 in prioritization

Step 4

Finally, talk to your developers and ask them to assign a score for how easy it will be to design and implement the fix.


Sample PIE prioritization analysis by Widerfunnel


LIFT zone Potential Importance Ease PIE score
Test 1 10 10 8 9.3
Test 2 8 10 9 9.0
Test 3 10 9 7 8.7


Start with the idea with the highest score. Read more about the PIE framework here



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