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Conversion Rate Optimisation (CRO).
Conversion Optimisation Strategy (PIE)

Our conversion rate optimisation (CRO) campaigns are successful because we implement changes that are proven to work based on hard data. CRO allows you to identify effective variant​s on your website, and increase your conversion rate by implementing changes that are proven to work. As such testing needs to be at the heart of any CRO strategy and choosing what to test is of vital importance

CRO is about testing and evaluating qualitative and quantitative data to:

  • Better understand what your visitors want to see and when they want to see it
  • Identify which changes to your website have the biggest impact on conversion

We think CRO’s great because it allows you to:

  • Increase the ROI for every digital channel, whatever your budget
  • Make permanent improvements to your site
  • Create a knowledge bank of best practices to inform future strategies

We believe that planning is the most important part of the process; so we maximise the impact of your conversion rate optimisation (CRO) strategy using the PIE framework to prioritise your tests and define the testing order.

A slice of the PIE

Each conversion rate optimisation strategy follows a roadmap that prioritises the testing ideas identified within the hypothesis report. The roadmap will allow you to see testing order, which will then be prioritised based on the PIE framework. A score out of ten is attributed to each metric, and then sorted to have the highest scoring tested first.

The PIE framework sets a score for the potential, importance and ease of each test and ranks them to create your test plan.

This ensures that we’re making changes to pages that can have a significant effect on your conversion rate and average order value (AOV); there’s no point wasting time testing a page that gets no traffic, or a change so minor it won’t make a difference.

CRO ebook download image


We’ve developed a Test Duration calculator which allows us to predict the testing cycles required to reach significant results. We use this to calculate a potential score to allow us to run the biggest and quickest impacting tests first.


This identifies the amount of traffic to the page or feature and how vital the element is to the measuring your KPI. Testing on the homepage is generally more important than an ‘about us’ page; similarly, testing basket functions is usually of higher importance than testing social buttons.


A score is assigned depending on the difficulty to create the test, which may delay getting the test live. Therefore, by ensuring the easiest tests are assigned a higher score, we reduce any down time. We also identify the ease with which your site can be permanently changed your site if the test is a success – there’s little value in the short term of finding an improvement that you can’t make to your current site.

Score each factor out of 10; sum the three scores and rank to create your test roadmap.

Here’s an example:

pie framework for cro

The PIE framework is dynamic and when any new tests are added or taken away, test order will be re-prioritised as necessary. Thus ensuring that you are always spending your time running tests that will deliver the best ROI.

Request your free conversion rate optimisation (CRO) opportunity audit now

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