How can you prioritize CRO tests based on impact and effort?

Start with low-hanging fruit—tests that promise significant improvements with minimal resources. As you build momentum and confidence, tackle more complex tests. Remember, a systematic approach to testing can yield substantial gains in conversions and ROI over time.

Prioritizing Conversion Rate Optimization (CRO) tests involves assessing two main factors: impact and effort. Impact refers to the potential positive change a test can bring in conversion rates or other KPIs (Key Performance Indicators). Effort, on the other hand, entails the resources—time, manpower, and budget—required to implement and analyze the test.

Impact: - Test pages with the most conversions (and therefore uplift) - Test key pages in the funnel with lower conversions - Test ideas that directly address issues identified from research - Test ideas that have won on other projects Effort: - Can the test be created in split testing software? Or does it need outside development? - Will there be pushback from stakeholders? How hard will it be to get it approved by legal, executives, etc.? - If the test wins, will it difficult to maintain? For example, if Live Chat wins a test, you'll need to pay someone to run Live Chat.

Prioritizing CRO tests involves balancing impact, the potential improvement in key metrics, against effort, the resources needed. Start by assessing high-impact areas through customer journey and revenue attribution analysis, focusing on high-value pages and both micro and macro conversions. Estimate effort by considering technical complexity and resource allocation, utilizing CRO tools to simplify processes. Employ an Impact-Effort Matrix for prioritization, focusing on ‘High Impact, Low Effort’ tests initially. Secure stakeholder alignment and adopt an agile, customer-centric approach, continuously monitoring KPIs and adjusting priorities based on market insights. Balancing these elements enhances user experience and drives conversions.

We wanted more in-game purchases but had a skinny budget. We thought of redoing our in-game store layout to boost sales. But, that needed a lot of folks to chip in - designers, coders, and data nerds. It was going to be a long haul. Then we thought to make the small changes first, changing the copy and colours for our CTA. It was a small effort - a couple of days for a designer. We gave it a shot. And guess what? Sales shot up by 15%! This tiny tweak taught us a big lesson: sometimes, a small effort can bring a big win. So, before diving into a big project, it's smart to weigh the effort against the potential payoff.

"High impact with low effort" is usually the first priority in CRO. You can visualize it by preparing an Impact-Effort Matrix and plotting tasks based on their potential impact and required effort. Balancing the two is important. It helps prioritize CRO tasks effectively.

𝗛𝗮𝗿𝗻𝗲𝘀𝘀𝗶𝗻𝗴 𝘁𝗵𝗲 𝗣𝗮𝗿𝗲𝘁𝗼 𝗣𝗿𝗶𝗻𝗰𝗶𝗽𝗹𝗲 𝗳𝗼𝗿 𝗖𝗥𝗢 𝗢𝗽𝘁𝗶𝗺𝗶𝘇𝗮𝘁𝗶𝗼𝗻 The section on impact and effort in CRO tests is insightful but can be further optimized through the * Pareto Principle. This principle posits that 80% of your outcomes come from just 20% of your inputs. In CRO terms, this translates to concentrating your resources on the top 20% of webpages that yield the majority of your conversions. By applying this 80/20 rule, you can prioritize tests that are more likely to have a significant impact on your key metrics. For example, conversion rate and revenue. This approach refines your CRO strategy and maximizes impact with minimal effort, offering a more efficient route to superior ROI.

We identified that our product page CTAs weren't as effective as we'd like. Analyzing data showed that visitors were engaging, but not converting as expected. By simply tweaking the CTA color and wording, which was a low-effort move, we observed a 15% uplift in conversions. It’s proof that sometimes the smallest changes, those that require minimal effort, can have a profound impact. Always be strategic in what you choose to test - the smallest stones can sometimes make the biggest ripples!

Scoring tests for impact and effort is a practical approach. It adds structure to decision-making and ensures that tests are chosen rationally. Additionally, regularly reviewing and updating these scores as you gather more data can help refine your CRO strategy over time, making it more effective and efficient.

Don’t forget confidence. You make a forecast on ICE not on IE 🙂 The C stands for confidence. How much confidence do you have in the solution you want to test? Confidence is often proved by doing research. Data analysis, User tests, Customer interviews, click and heatmaps. As CRO peeps we are in the business of reducing uncertainty in the service of decision making. And decent research makes the uncertainty reduction a lot a bigger.

To effectively measure impact and effort, first define what these terms mean in the context of your project or task. Use a consistent scoring system, which could be numerical or qualitative labels like 'Low,' 'Medium,' or 'High,' to assess both. Make sure your scores are based on reliable data or expert opinions to maintain objectivity. The key is to conduct a cost-benefit analysis by comparing the impact scores against the effort scores; this will help you prioritize tasks effectively. Lastly, always circle back to validate your scores against actual outcomes and be prepared to iterate based on new data. This approach helps ensure that you are investing your resources where they will deliver the most value.

When measuring impact and effort, you must involve a cross-functional team to ensure a more comprehensive evaluation. Also, regularly review and update your scoring criteria to reflect data trends.

Simple: - Score the impact on a scale of 1–10. (A 10 is very likely to grow the business; a 1 has no chance.) - Score the effort on a scale of 1–10. (A 10 can be set up in an hour. A 1 will take months.) - Multiply those two numbers together to get a prioritized list of ideas. Told you it was simple. :)

To accurately measure impact and effort, implement a consistent scoring system, utilizing a numerical scale or qualitative labels. Base impact scores on potential conversion rate improvements and revenue increase, aligning with both short-term and long-term business goals. Effort scores should reflect resource allocation, technical complexity, and implementation time. Utilize reliable data, analytics, and customer feedback for objective assessment. Furthermore, cross-functional collaboration helps in aligning efforts with organizational goals and refining scoring criteria, while continuous monitoring and adjustments ensure the scoring system remains relevant and effective in prioritizing CRO tests for maximum ROI.

Using a scoring system quantifies the process and enhances transparency. When teams grasp the rationale behind test prioritization, it ensures alignment. This method focuses on tests with the best ROI, serving as a reliable compass in CRO decisions.

A prioritization matrix is a powerful tool for decision-making, especially when dealing with multiple tasks that vary in impact and effort. To use one effectively, categorize each test into one of the four quadrants: Quick Wins: High impact, low effort. Prioritize these for immediate execution to get quick, substantial results with minimal resources. Major Projects: High impact but also high effort. These promise good ROI but require careful planning and resources. Fill-ins: Low impact, low effort. Useful for filling gaps when you have extra resources but not critical. Time Sinks: Low impact, high effort. Avoid or postpone these, as they consume resources without much benefit.

A prioritization matrix is an invaluable tool for organizing your CRO tests effectively. It helps you focus on quick wins that can deliver immediate results while strategically planning major projects for the long term. It's crucial to strike a balance between these different types of tests to maximize the impact of your CRO efforts and optimize resource allocation.

A prioritization matrix assists in making informed decisions by categorizing CRO tests into Quick Wins, Major Projects, Fill-Ins, and Time Sinks. The key is to efficiently allocate resources, focusing first on Quick Wins for immediate results and then on Major Projects for long-term benefits. Fill-Ins can be addressed during resource downtimes. Time Sinks, often resource-intensive with minimal returns, should be carefully evaluated for any strategic value before pursuing. This matrix, when used dynamically with regular revisions, ensures alignment with business goals, helping marketers to strategically navigate CRO efforts, balance resource utilization, and maximize both immediate and long-term ROI.

The prioritization matrix simplifies complex CRO decision-making by providing a clear visual representation of where to invest resources. By categorizing tests into: 1- Quick Wins: Immediate rewards with little effort. 2- Major Projects: Resource-intensive but promising high returns. 3- Fill-ins: Useful sidelines for spare capacities. 4- Time Sinks: High cost, low return – to be approached with caution. Teams can streamline efforts and focus on initiatives that align with business goals, maximizing ROI and ensuring efficient resource allocation.

Creating a prioritization matrix is a systematic way to make the most of your CRO efforts. By scoring and categorizing tests, you gain clarity on which to prioritize. Remember to regularly review and adjust the matrix as circumstances change, ensuring your optimization strategy stays agile and aligned with your goals.

A basic RICE (reach, impact, confidence, effort) is enough to start. But it's worth breaking that up into objective questions which can be answered consistently (even with different people scoring). For example, "confidence" can be broken up into discrete questions, such as "backed by analytics data", "backed up by heatmaps", etc.

Creating a prioritization matrix involves listing CRO tests, scoring them for impact and effort, and plotting them on the matrix. The critical perspective here is to maintain objectivity in scoring and be adaptive to shifting business goals. Sorting tests within quadrants helps in streamlined execution. Regularly reviewing and updating the matrix is essential to keep it relevant. This tool is pivotal for balancing resource allocation and achieving strategic alignment, guiding marketers in focusing efforts efficiently. Utilizing this matrix dynamically facilitates a structured approach to CRO, ensuring that both immediate gains and long-term objectives are addressed effectively, optimizing overall digital marketing ROI.

We tried the prioritization matrix, and it was a game-changer. One time, a simple tweak to our checkout flow, identified as a 'Quick Win,' gave us a 12% conversion boost in a month! This tool isn't just about charts and numbers; it's about seeing where the real opportunities lie and acting fast.

Keep it agile and aligned with your objectives by incorporating new data, insights, and feedback. Regularly validate assumptions and adjust tests as circumstances change. Effective communication and collaboration are key to ensuring the matrix remains a valuable tool in your CRO strategy.

Optimizing your prioritization matrix involves several key steps to ensure it remains a useful, up-to-date tool for decision-making. First and foremost, regularly update the matrix with fresh data, insights, or feedback to maintain its relevance. This dynamic nature allows you to adapt to changing conditions or new opportunities. Second, validation is crucial; periodically test your initial assumptions against real outcomes to refine the matrix's accuracy. If you find that tasks have shifted in terms of impact or effort, reposition them on the grid accordingly. Last but not least, effective communication is key.

Regular updates, validation of assumptions, and adaptability to new insights and changing business goals. Tests should be re-evaluated for relevancy and feasibility, ensuring the matrix remains a true reflection of organizational objectives. Introduction of new tests and discarding obsolete ones keeps the matrix dynamic. Crucially, maintaining open communication and collaboration with stakeholders aligns the matrix with overarching goals and manages expectations. This iterative approach ensures the prioritization matrix remains a valuable, up-to-date tool in guiding CRO efforts, facilitating informed decision-making, and fostering a proactive culture of continuous improvement and alignment with business objectives.

In my last company, we treated our prioritization matrix like a living document. Every month, we'd update it with new data and insights. Sometimes, ideas we loved got the boot. Others, fresh insights became top priorities. It kept us agile, focused, and always in sync.

Impact and effort are important but one should never ignore the importance of strategy and politics. Sometimes an effort unlocks future work, or perhaps it will gain you political support which comes with additional runway. Never prioritize in a vacuum. Examine effort and impact within your business context.

Very often just prioritizing by impact and effort can be hard and ambigious. Also different people will assess these differently. I prefer using the "CXL Framework" that takes into account more variables and therefore it becomes easier to score.

Impact and effort is a decent framework to start with. Underpinning all of your testing is the "why?" behind what you're testing. A solid basis in research is the first step that is required. Research tells you what the issues are with an area and allows you to understand the struggles the customer has and then make a hypothesis about how to potentially improve it. You need to know the issue before you prioritise it.

Ensure your prioritization framework changes based on the maturity of your testing program increasing. As you get more resources, "effort" prioritization scores may have less impact, for example (compared to a nascent program).

However, it's important not to solely rely on this model alone. Considering additional factors like novelty can also be insightful in determining which tests take precedence. Novelty represents how new or innovative a test idea is compared to previous experiments conducted on your website. Prioritizing novel tests can uncover hidden opportunities that may have been overlooked before.