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?
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.