Conversions, Inc. is a business focused on improving their conversion rate optimization. Tasked with deciding which projects within Conversions, Inc. are worth testing, Erika is using the PIE framework to help make that decision. Which of the following questions would fit in with the PIE framework criteria?
- Why is one Google Ads campaign performing better than another campaign?
- Why is the majority of traffic to the site coming from mobile devices?
- How much improvement can be made on this page?
- Can the click-through rate be further improved for this ad?
Explanation:
The correct answer is How much improvement can be made on this page? The PIE (Potential, Importance, Ease) framework is used to prioritize projects for conversion rate optimization by evaluating three main criteria: potential impact, importance to the business goals, and ease of implementation. Asking how much improvement can be made on a specific page aligns with the potential impact aspect of the PIE framework. It prompts Erika to assess the potential gains in conversion rate or other key metrics if optimizations or changes are implemented on that page. By quantifying the potential improvement, Erika can prioritize testing projects based on their expected impact on Conversions, Inc.’s goals. This approach ensures that resources are allocated to projects that offer the highest potential for improving conversion rates and achieving business objectives effectively. Therefore, using the PIE framework helps Erika systematically evaluate and prioritize testing projects based on their potential impact, ensuring that efforts are focused on initiatives that are most likely to yield significant improvements in conversion rate optimization for Conversions, Inc.
PIE framework means Potential, Importance, and Ease. You can use this framework to prioritize conversion optimization tasks.
Potential means how much improvement you can make to a particular page.
Importance is how valuable a particular page is. A common practice is to analyze analytics data for a specific page. The more traffic it gets, the more important it is.
Ease means how easy or how difficult it would be to implement changes.
“How much improvement can be made on this page?” falls under “potential” category.