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?

(A) Why is one Google Ads campaign performing better than another campaign?

(B) Why is the majority of traffic to the site coming from mobile devices?

(C) How valuable is the traffic to this page?

(D) Can the click-through rate be further improved for this ad?


The PIE Framework considers the three factors — “Potential,” “Importance,” and “Ease” to prioritize which tests should get the most attention.

An example of “Potential” is How much improvement can be made on the pages?

An example of “Importance” is How valuable is the traffic to the pages? Your most important pages are the ones with the highest volume and the costliest traffic.

An example of “Ease” is How complicated will the test be to implement on the page or template? The less time and resources you need to invest for the same return, the better.


This question is from the Mobile Experience Certification Exam. You can find answers to all the questions from this exam on our Mobile Experience Certification Exam Answers page.

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