Identify what to test next using a straightforward prioritization method.
Find answers to the following questions:
- What’s the potential lift if this test succeeds?
- What’s the upside and value in running the test?
- Does it have the chance for big or incremental improvements?
- How important is this page or funnel that I’m testing on?
- Is it going to impact a large portion of my traffic or just a small section of my website?
- Am I testing the core features and user experience, or am I dabbling at the edges?
For example, you might decide to run your test with a small sample size and over a longer period of time to help others feel comfortable testing something so critical. Conversely, if the funnel isn’t as important but has a high potential for lift, you might decide to go into the test guns blazing for bigger wins.
Answer the following questions:
- How hard is this test to implement?
- Can I run this test myself through a testing software like Optimizely?
- Or does it require weeks of development work to roll out the test?
For each criteria, potential, importance and ease, score the test from 1 (low) to 10 (high). Add up the results and use that to rank the overall value of each test.