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.
