Conversion rate optimisation is a strategic process for driving business growth

How Should You Prioritise Your A/B Test Ideas?

Getting Maximum Return on Investment:

Before you begin A/B testing it is critical to ensure your time and resources are prioritised to achieve maximum benefit for your organisation. This means you must be careful to prioritise the pages and journeys most likely to have a large impact on your organization’s goals and related key metrics. However, at the same time you also need to  take into account the difficulty  and time taken to develop your test ideas.

Below I’ve outlined a simple process that is designed to help you prioritise your efforts for maximum impact.

1. Use data to identify top entry pages and view data at a template  level

2. Combine all pages that have the same template to identify traffic  levels for testing

Prioritization framework (PIE):

  1. Potential – How much improvement can be made – how poor is the current page?
  2. Importance – How valuable is the traffic to the pages
  3. Ease – How complicated will the test be to implement on the page or template

1.       Potential – Identify really bad pages:

Use your experience and best practice to identify pages that could most benefit from testing. Use the following metrics and tools to help guide you:

  • High bounce rate
  • Top exit pages
  • Funnel drop-off rates
  • Usability testing
  • On-site surveys
  • Customer email surveys
  • Eye tracking tools
  • On-page click tracking heatmaps
  • Use above  as inputs into  heuristic analysis – e.g. LIFT model

2.        Important pages – What makes a page important?

Use your web analytics and your marketing spend to assess:

  • High traffic pages
  • Top entry pages
  • Pages with expensive visits are more important
  • Identify source of traffic  and  cost

3.        Easy test pages – Consider technical implementation:

Tests that include the following are generally more complicated:

·          Site-wide elements like buttons, banners and  navigation bars

·          Alternative site templates

·          Dynamic content

·          Pages controlled by CMS or platform

·          Alternative flows – multiple pages

·          Pages with server-side validation or  interaction

Phone call tracking· Multi-goal tracking

Experiments with multiple languages

Where multiple stakeholder opinions need to be

Consider organisational barriers – such as
internal politics

But also remember that challenging tests can be most rewarding – particularly site-wide  templates.

4.  Prioritise pages – Score each page  from 1 (low)  to 5 (high) on each of the 3 criteria and position accordingly in a matrix.


Prioritise according to their total ranking for all three criteria in a matrix like this example. This should be circulated around teams involved in proposing test ideas so that they understand how tests are prioritised:

A/B testing priority matrix image

This process is based upon the Widerfunnel approach which you can find in  the excellent book: You should test that by Chris Goward.


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  • Neal has had articles published on website optimisation on  and as an ex-research and insight manager on the GreenBook Blog research website.  If you wish to contact Neal please send an email to You can follow Neal on Twitter @northresearch, check out the Conversion Uplift  Facebook page or connect on LinkedIn.