Prioritisation of changes is a way of choosing, from a long list of ideas for improving a website, the ones worth doing first. Simple frameworks are used for this, scoring each proposal along three dimensions: how large a benefit it is expected to bring, what share of visitors it affects, and how difficult it is to implement. Some approaches add a fourth dimension, confidence, that is, how much the finding is backed by data rather than by impression. The resulting ranking is only indicative, but it removes the most common problem – doing whatever the loudest person in the room proposed. It is worth keeping the list in one place and reassessing it once a month, because new findings change how older proposals are scored.
See also: Hypothesis in CRO, Conversion audit, Website A/B Testing.
