Tramly is a business focused on improving their conversion rate optimization. Tasked with deciding which projects within Tramly are worth testing, Marisa is using the PIE framework to help make that decision. Which of the following questions would fit in with the PIE framework criteria?

The PIE framework is a popular methodology for prioritizing conversion rate optimization (CRO) testing ideas. It evaluates projects based on three key criteria:

• Potential: How much room for improvement is there on the page?
• Importance: How valuable is the traffic to the page?
• Ease: How simple is it to implement the test?

Analysis of Correct Answer(s)

• The question "How valuable is the traffic to this page?" directly aligns with the Importance component of the PIE framework. This criterion is crucial for assessing the potential business impact of a test. Pages with high traffic volume or high transaction value are considered more important because even a small conversion lift can lead to significant revenue gains. Prioritizing these pages ensures that optimization efforts are focused where they matter most.

Analysis of Incorrect Options

• "Why is the majority of traffic... from mobile devices?" and "Why is one Google Ads campaign performing better...?" are analytical or diagnostic questions. They help in understanding user behavior or campaign performance but are not direct prioritization criteria within the PIE framework itself. They are part of the research phase that might lead to a test idea.
• "Can the click-through rate be further improved for this ad?" relates to the concept of Potential but is focused on ad performance (upstream traffic) rather than on-page optimization, which is the primary application for the PIE framework.