Prioritize your test ideas with the
PIE Framework

The PIE prioritization framework was originally designed by Widerfunnel Founder, Chris Goward, to prioritize A/B test target areas. In other words, it was meant to answer the question: “Where should I test first?”.

Today, companies like HubSpot use PIE to prioritize other opportunities, such as, “Which idea should I test first?” and “Which personalized experience should I test first?”, each of which may have different sub-factors.

These are important questions: You can’t test everywhere or everything at once. With limited time and resources and, most importantly, limited traffic to allocate to each test, prioritization is a key part of your conversion optimization plan.

Prioritizing where you invest energy will give you better returns by emphasizing pages that are more important to your business.
Prioritization is the first step in the Validate phase, within the Infinity Optimization Process.

The three criteria to prioritize pages

The PIE Framework is made up of the three criteria you should consider to prioritize which pages to test and in which order: Potential, Importance, and Ease.


How much improvement can be made on this page(s)? You should prioritize your worst performers. This should take into account your web analytics data, customer data, and expert heuristic analysis of user scenarios.


How valuable is the traffic to this page(s)? Your most important pages are those with the highest volume and the costliest traffic. You may have identified pages that perform terribly, but if they don’t have significant volume of costly traffic, they aren’t testing priorities.


How difficult will it be to implement a test on this page or template? The final consideration is the degree of difficulty of actually running a test on this page, which includes technical implementation, and organizational or political barriers.

The less time and resources you need to invest for the same return, the better. This includes both technical and “political” ease. A page that would be technically easy to test on may have many stakeholders or vested interests that can cause barriers (like your homepage, for example).

Sample PIE prioritization analysis

You can quantify each of your potential opportunities based on these criteria to create your test priority list. We use the PIE Framework in a table to turn all of these data inputs into an objective number ranking.

PIE framework for A/B testing prioritization.

Featured Workbook

Start prioritizing where and what to test first with the PIE workbook

Use this workbook to identify and categorize the Potential, Importance, and Ease of your webpages and hypotheses.

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