Test prioritization

Test prioritization helps you decide which A/B tests to run first when there are multiple testing ideas. Using a structured approach prevents wasting time on low-impact tests or running too many tests simultaneously.

The most effective framework to use here is PIE, where:

• Potential measures the possible improvement a test could bring. A checkout flow redesign might have high potential (30% conversion increase) while a minor color change has low potential (1-2% improvement)
• Importance considers traffic volume and business value — testing a high-traffic homepage brings faster insights than testing a rarely-visited support page
• Ease evaluates implementation time and technical complexity

For example, when choosing between testing a new pricing display, updating button colors, or redesigning the signup form, rank each on a 1-10 scale for PIE. A pricing display change might score: Potential (8/10) for significant revenue impact, Importance (9/10) for affecting all purchases, and Ease (7/10) for simple implementation. Average these scores to prioritize against other test ideas.