Conversion Optimisation
Strategy (PIE)

Our PIE analysis

Potential

We estimate the potential impact of the test on overall performance. This includes the estimated:

• chance of success
• conversion rate increase
• amount of affected traffic
• estimated incremental conversions

We use this to calculate a potential score which allows us to prioritise the most impactful and quickest tests first.

Importance

This identifies the importance of the test to the wider business; we review a number of factors including:

• amount of traffic to a page or feature
• how vital the element is to relevant KPIs
• how the test will impact other marketing
• if the category or area of the site is a business priority

Testing on the homepage is generally more important, for example, than on an ‘about us’ page. Similarly, testing basket functions is usually of higher importance than testing social buttons. Also, CRO cannot be effective if executed in a silo, if there is a business objective to grow a certain service area or product line we’re prioritise testing in that area.

Ease

An ease score is assigned depending on the difficulty involved in:

• creating the test
• permanently implementing the winning variation

By ensuring the easiest tests are assigned a higher score, we reduce any down time and get more permanent improvements on the live site. There’s little value in the short term, after all, in finding an improvement that you can’t implement.

Strategy roadmap

Once possible tests are scored for each of the three factors (out of a possible 10), the scores are totalled and the totals are ranked. This rank then feeds in to your testing roadmap.

One of the many benefits of the PIE framework is that it is dynamic, and when any new tests are added or taken away, the test order will be quickly and easily re-prioritised; this ensures that you are always spending your time running tests that will deliver the best ROI.