CRO Prioritisation Matrix
Andy McKenna
CRO & experimentation expert, consultant and educator | 1,400+ students taught
Why use the Matrix?
Not every idea deserves to become an experiment.
When you've got more test ideas than time or resources, deciding what to work on next can quickly become subjective.
The CRO Prioritisation Matrix gives you a simple, structured way to compare your ideas across four criteria:
Impact — how much difference could this make?
Confidence — how strong is the evidence behind the idea?
Effort — how difficult will it be to implement?
Traffic — how quickly can you generate meaningful evidence?
The Matrix automatically calculates a Priority Score for each idea, helping you focus your time and resources on the experiments most worth pursuing.
What you'll get
What's included
Ready-to-use Excel and Google Sheets templates
Simple 1–5 scoring guidance for each criterion
Automatic Priority Score calculation
Colour-coded scoring to make priorities easy to spot
Top 5 Tests view so you can see what should come next
Add your ideas, score them against the four criteria, and let the Matrix do the prioritisation.