CRO testing roadmap 90 days: what to test first

Without a roadmap, CRO is random testing bringing little. An SME testing 12 things in 90 days in priority order gets 5× better results. Here's the roadmap that works, prioritised with ICE framework.

The ICE framework for prioritisation

For each hypothetical test, score 1-10:

• Impact: how much it moves KPI if winning
• Confidence: how sure you are it'll win
• Ease: how easy to implement

Total score: I × C × E. Higher score tests go first.

The 12 priority tests for SMEs

1. H1 headline above the fold: clarity vs cleverness (Impact 9, Conf 8, Ease 9 = 648)
2. Main CTA copy: "Contact" vs "Get free quote" (810)
3. Form: 5 vs 8 fields (640)
4. Social proof position: above vs below fold (560)
5. Pricing: range vs single price (480)
6. Hero: founder vs product vs customer photo (450)
7. Trust signals: SSL badge, Google reviews (400)
8. Page speed: performance optimisations (400)
9. Mobile menu: hamburger vs tab bar (320)
10. Email capture popup: trigger timing (240)
11. Video vs photo in hero (160)
12. CTA colour: A vs B (60)

90-day distribution

• Month 1: 4 high-impact tests (1-4 above)
• Month 2: 4 medium-impact tests (5-8)
• Month 3: 4 fine-tuning tests (9-12)

Minimum sample size per test

• Variable: visits/month
• 1,000 visits: only big tests (headline)
• 5,000 visits: most tests
• 20,000+ visits: fine tests possible

Mistakes to avoid in roadmap

• Changing order without new data
• Testing 3 things in parallel (interference)
• Premature test stop at first signal
• Not documenting results (lost knowledge)

Well-executed 90-day roadmap = +30-80% conversion in 6 months. Setup in Conversion Site + Tracking 360°.

Want to apply this to your SME?

If you'd like a concrete analysis of your situation, request the free audit from Gamerbit. In 48 hours we tell you exactly where you're losing leads, time or budget — no sales pitch.

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