CRO Priority Engine — Know What Conversion Tests to Run

CRO priority brief — illustrative analysis

1. Repair the payment defect directly. Evidence: user-supplied reproduced failure on a supported browser. A broken purchase path is a defect, not a persuasive design hypothesis. Owner: engineering; supplied effort 1 day. Validate the fix across supported browsers and confirm payment-event tracking before release. No experiment or measured impact claimed.

2. Research and design an early-delivery-charge experiment. Hypothesis: explaining charges before payment reduces uncertainty. Evidence: six supplied interview notes, which suggest a mechanism but do not establish population prevalence or causality. Supplied effort 3 days. Define treatment placement and use purchase conversion as the primary metric; guardrails include order value, margin and support complaints. Confirm eligible population, allocation, baseline measurement and a meaningful detectable effect before calculating sample size or duration.

3. Defer button-color testing. Low supplied evidence and uncertain learning value outweigh the short 0.5-day implementation estimate. Reconsider only if usability evidence identifies a contrast or discoverability problem; fix accessibility defects directly.

Measurement context: 800/2,000 = 40% supplied checkout conversion. This aggregate is not a segment baseline or proof that any proposal will improve outcomes. Monthly volume alone is insufficient to promise a conclusive test.

Next actions: reproduce and repair defect, audit event definitions, segment eligible traffic, validate charge-related friction, choose a business-relevant effect threshold, then calculate feasibility. Execution notes: no analytics accessed, code changed or experiments launched.