The PXL framework: a prioritisation framework for growth marketers

The PXL framework is a prioritisation framework designed to help marketing and growth teams determine the order in which to work on experiment ideas.

Prioritisation frameworks help marketing and growth teams to:

• Manage internal stakeholders

• Bring transparency to team priorities

• Eliminate opinions around what is and isn’t important

• Empower people to share ideas they feel will have impact

What are the key scoring frameworks?

Opportunity evaluation is an important skill for any high impact growth team that will improve over time. Working on the right projects instead of the wrong ones has a huge impact on team results. These scoring help you to determine what to prioritise and the best places to start.

Table of contents

PXL framework history

The PXL framework (developed by Peep Laja and the ConversionXL team) was designed to address some of the perceived shortcomings of the more popular prioritisation methods. Relatively simple frameworks such as ICE and PIE with just 3 scoring variables leave a lot that is open to interpretation and are often very subjective.

The CXL team set out to design a more objective framework for experimentation using a set of 10 specific questions to score a test. It should be noted that whilst the initial template includes the specific questions below, the intention was for the framework to be a template that can be modified based on individual organisations and needs.

How to use the PXL prioritisation framework

The PXL model was initially developed for conversion optimisation (CRO) projects, so whilst it is applicable to wider marketing and growth projects, it particularly lends itself well to identifying and prioritising underperforming pages for CRO activities.

• 1: Is the change above the fold? (1 or 0)

• 2: Is the change noticeable within 5 seconds? (2 or 0)

• 3: Is the change adding or removing an element? (2 or 0)

• 4: Is the change designed to increase user motivation? (1 or 0)

• 5: Is the change running on high traffic page(s)? (1 or 0)

• 6: Is the change addressing an issue discovered via user testing? (1 or 0)

• 7: Is the change addressing an issue discovered via qualitative feedback? (1 or 0)

• 8: Is the change addressing insights found via digital analytics? (1 or 0)

• 9: Is the change supported by mouse tracking, heat maps, or eye tracking? (1 or 0)

• 10: Is the change easy to implement? ( Creativity combined with rapid iteration are the keys to making progress on user growth. Remember that you can get to 10X growth by a combination of 2Xing a few different metrics, hitting one out of the park, or getting 10% increases across the board. They all multiply together to be 10X. If you can brainstorm a lot of ideas, going for quantity over quality, you’ll have a lot of ideas to evaluate for impact versus cost.

Andrew Chen

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