The Priority Framework: Where To Focus Your Optimisation Efforts
Not all optimisation has equal returns. Learn how to identify the changes that will actually move the needle — and which ones are a waste of time.
The Optimisation Trap
Most teams approach conversion optimisation like throwing darts at a board. 'Let's test the button colour.' 'What if we moved the form?' 'Maybe a bigger headline?'
This is the optimisation trap — optimising things that don't matter while the real conversion killers go unaddressed.
The Priority Framework
I developed the Priority Framework to solve this exact problem. It ranks potential changes on two axes:
- Impact — How much does this affect the user's decision-making process?
- Effort — How much work is this to implement?
The sweet spot is high impact, low effort. But here's what most people get wrong: they underestimate what 'high impact' actually means.
What Actually Moves The Needle
Here's a truth that's uncomfortable for designers: visual changes rarely move conversion rates significantly. A prettier button might get you a 1–2% lift if you're lucky.
What actually moves the needle:
- Clarity improvements — Making your offer understandable in seconds (can be worth 20–50% lifts)
- Trust building — Adding specific, verifiable proof points (10–30% lifts)
- Friction removal — Eliminating unnecessary steps, fields, or decisions (5–25% lifts)
- Decision support — Helping people compare and choose (10–20% lifts)
How To Use This
Before your next optimisation sprint, list every potential change. Score each one on impact (1–5) and effort (1–5). Divide impact by effort.
Work on the highest scores first. And be honest about impact — 'changing the hero image' is rarely a 5.
The websites that convert best tend to make decisions easier. That's it.
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The Priority Framework: Where To Focus Your Optimisation Efforts
Not all optimisation has equal returns. Learn how to identify the changes that will actually move the needle — and which ones are a waste of time.