How We Prioritise CRO Recommendations for Shopify Brands

If you're running an eCommerce store, chances are you’ve got a million ideas buzzing around in your head: new features to test, pages that feel off, tweaks that might improve conversions, but no clear way to decide what to tackle first.

You know that there’s an opportunity to enhance your conversion rate. You’ve heard about CRO audits, and you know that optimising what you already have often delivers better returns than chasing new traffic.

But when everything feels important, it’s hard to know where to begin. Your brain’s probably doing laps already:

“I know there is an opportunity to improve our metrics. Will optimising the PDP increase Conversion Rate? Should I start with the Cart Page to lift Average Order Value? Actually, maybe we need better messaging first... or is it load speed?”

And that’s before anyone on your team drops another idea into Slack.

That’s where the PECTI framework comes in. Originally developed as a strategic decision-making model, we've adopted and refined it at Blend to help Shopify brands bring structure to the chaos. Whether you’re looking for quick wins or long-term gains, PECTI helps you zoom out, score the opportunities, and focus on the things that will actually get your customers to buy now, buy more, and buy again.

Why Prioritisation Matters After a CRO Audit

A CRO audit gives you insight. At Blend, we’ll typically uncover 40 to 50+ opportunities to improve your Shopify store, whether that’s increasing conversion rate, lifting average order value, or improving customer retention.

But more ideas don’t automatically mean more revenue.

Without a clear way to prioritise, it’s easy to stall. You might find yourself asking: Which idea should we test first? Do we have the dev time? Will this make any difference to our conversion rate?

And in the meantime? You’re losing time and missing opportunities to convert more visitors, increase order value, or turn one-time shoppers into repeat customers.

That’s exactly why every CRO audit we deliver comes with a prioritised roadmap, not just a list of ideas. Prioritisation isn’t an add-on; it’s part of the value you get when you work with us.

You’ll know:

• What to focus on first
• What will drive the most commercial impact
• And how to sequence your CRO work for quick wins and long-term gains

It's a faster, clearer way to make progress, with your time, budget, and goals in mind.

What is the PECTI Process?

PECTI is the framework we use at Blend to bring order to what can often feel like CRO task overwhelm. It helps us, and you, decide what to do first, what to leave for later, and what might not be worth doing at all.

PECTI stands for:

• P - Proof: Is there evidence that this task has worked before, either through our A/B testing wins or examples from similar brands?
• E - Ease of Implementation: How simple or complex is this to roll out based on your current team and tech stack?
• C - Cost: Are there any extra costs involved? This would include things like third-party apps.
• T - Time to Impact: Once completed, how quickly are we likely to see a measurable impact?
• I - Impact (Potential): What's the potential return, and could this change meaningfully increase your conversion rate, average order value, or revenue per visitor?

Each of these factors is scored out of 5. Those scores are then weighted and totalled to give an overall Priority Score out of 100. The higher the score, the higher the priority.

This isn’t just how we work internally; it’s how we help you make smart, strategic decisions. Whether Blend handles the implementation or your internal team does, this scoring system keeps everyone focused on actions that actually drive growth.

And the best part? You can use this same framework to help you make decisions beyond CRO. Whether you’re assessing a new tech integration, resource allocation, or roadmap planning, PECTI gives you a structured way to evaluate ideas and cut through the noise.

To make it easy, we’ve created a free downloadable spreadsheet you can use in your own planning. Whether you’re a strategist, an eCom director, or leading a cross-functional team, this tool can help you prioritise with confidence.

📥 Download the PECTI Planner Now

How We Score Recommendations Using PECTI

Once we've identified opportunities through your CRO audit, we don't just throw them into a list and hope for the best. Each recommendation is run through the PECTI framework and scored out of 5 across the fie key criteria.

These individual scores are then weighted and combined to give a total score out of 100,  your Priority Rank.

This allows us (and you) to quickly see which ideas should be tackled first. You'll usually see a mix of quick wins (low effort, high impact) and bigger bets (higher effort, but strong commercial potential). Both are important, and the PECTI score helps you balance short-term gains with long-term growth.

Let's break down each element with examples from real A/B tests we've run.

Proof: Has this worked before?

We start by asking: Do we have evidence this works?

One recommendation we've seen repeatedly deliver strong uplifts is exposing the search bar on mobile. Across a range of Shopify brands, from automotive to home care and sports nutrition, this small UX change has led to measurable gains in conversion rate, revenue per visitor, and average order value.

For Azuna Fresh, a US-based home care brand, exposing the search bar resulted in:

• +2.3% lift in eCommerce conversion rate
• An estimated 682 additional orders per month
• And a projected 3.4% increase in monthly revenue after implementing the winning variant.

For Aeromotive, a leading US automotive performance brand, exposing the search bar on mobile let to:

• +88% increase in eCommerce conversion rate
• +126% increase in search trigger clicks
• +14% uplift in average order value

In a test for PerTronix, another US automotive brand, the impact was especially strong for returning visitors. While this segment represented only 23% of site traffic, they contributed 43% of overall revenue. Following the test, we saw:

• +45% increase in average order value
• +46% increase in overall revenue among returning users

Confirming that streamlining the path to search particularly supports high-intent shoppers.

And while, under NDA, our test with a sports nutrition brand delivered similar performance patterns:

• +17.45% increase in eCommerce conversion rate
• +32.69% increase in clicks on the cart icon
• +16.86% increase in search result views

Although exact figures vary by brand, the theme is consistent: making search more visible on mobile helps users find what they want faster, increases purchase intent, drives higher conversions, and improves key revenue metrics. That’s why, when this opportunity arises in a CRO audit, it scores highly for Proof. The data shows it works across multiple industries and customer segments.

Ease of Implementation: How simple is it to implement?

Ease is all about resources and effort. Can your team (or ours) roll this out quickly? Is it a one-line code change, or does it require a full design and dev cycle?

Often, changes to on-site copy are among the simplest to implement, yet they can have a surprisingly high impact on conversion rates and other key metrics. Here are some examples where small copy tweaks delivered significant results.

For Jackson’s, a US-based snack brand, we adjusted the subscription messaging on the PDP from a standard offer to something more brand-aligned:

"Add more crunch with less cost."

This quick copy change led to:

• +22% increase in eCommerce conversion rate
• +6% increase in subscription rate
• +13% increase in average order value among returning visitors

For PerTronix, a US automotive brand, we replaced the default “You May Also Like” copy in their Smart Cart with “Rev up your cart”, a phrase that resonated with their vehicle enthusiast audience. The result:

• +12.91% increase in eCommerce conversion rate
• +40.37% increase in revenue per visitor
• +21.18% increase in average order value
• +21.65% increase in checkout visits
  

In another test for Jackson's, we upgraded the generic “You May Also Like” copy in the Smart Cart to “Add more crunch to your cart!”. This small, low-effort tweak delivered:

• +83% increase in product additions via the Smart Cart
• +5% increase in eCommerce conversion rate
• +5% increase in cart completion rate
  

In all these cases, the copy change required minimal development or design resources but delivered disproportionately high returns, scoring high for Ease of Implementation in the PECTI framework.

Cost: What does it take to make this happen?

Some changes are free, and some aren’t. We score accordingly based on whether implementing a task involves additional (extensive or technical) development time, paid third-party apps, or ongoing subscription costs.

For example, if a recommendation involves optimising your product recommendations using Rebuy, and your store already has Rebuy installed, the cost of the test might be limited to configuration and creative changes, meaning the Cost score would be high (low cost, high return potential).

But if your store doesn’t yet have Rebuy installed, the task comes with an added monthly subscription fee, plus any integration and setup time. This naturally lowers the Cost score within PECTI, but that doesn’t necessarily mean the task falls to the bottom of the queue.

Why? We’ve seen Rebuy consistently drive strong commercial results across brands, lifting conversion rates, average order value, and revenue per visitor.

In fact, in one of our recent A/B tests with a client who hadn't previously used Rebuy, we saw:

• +7.46% increase in eCommerce conversion rate
  
• +10% increase in average order value
• 43% increase in revenue

So, while the Cost score might lower the overall PECTI priority score, the combined weighting of Proof, Time to Impact, and overall Impact might still rank this task highly in the prioritised roadmap, especially if the data and precedent show it’s likely to pay for itself quickly.

This is where PECTI balances the decision-making process, helping you and your team weigh upfront costs against potential commercial upside.

Time: How quickly will we see results?

Not every change delivers instant wins, and that’s okay. When we score a recommendation through PECTI, we take into account how long it’s likely to take from implementation to measurable impact. The quicker the result, the higher the score.

There are a few reasons why some tasks naturally take longer to show a return. For example, you might see longer timeframes if:

• You’re testing on low-traffic or localised pages: If the area of your site doesn’t attract high traffic volumes, it’ll take longer to collect enough data to reach significance.
  
  
• The task needs input from your team before we can even test it: Some recommendations, like setting up a quiz (like Octane AI) or launching a loyalty programme, require strategic decisions your team needs to make first. These include defining the quiz questions, deciding which products to promote, or agreeing on reward tiers. Once these are in place, it can still take several weeks for customer uptake to kick in.
  
  
• You’re influencing complex user behaviours: In one of our tests with Aeromotive, we wanted to improve the shopping experience by moving the ‘In-Stock Only’ filter higher up the collection page and automatically displaying out-of-stock products at the bottom.
  
  Even though the change was relatively easy to implement, it took longer to ese results because the user journey change was more subtle, and it took us three weeks of testing (instead of the usual two weeks) to get close to statistical significance. Despite this, the commercial signals were strong:
  
  
  • +2.33% increase in conversion rate
  • +8.04% increase in clicks on add to cart
  • +19.71% increase in checkout visits
  • -0.37% decrease in visits to PDP (indicating a faster path to purchase)

In cases like this, even if the data doesn’t hit a textbook 90% significance, we still weigh the commercial upside carefully. We recommended implementing the change because the gains were clear, but in your PECTI score, you’ll see this reflected with a slightly lower Time score, helping you balance quick wins with longer-term bets.

Impact: What is the potential uplift in metrics?

This is where we zoom in on the likely return you’ll get from implementing a recommendation. Will this drive a noticeable increase in conversion rate, average order value, revenue per visitor, or even net gained subscriber rate?

We don’t make assumptions. We use data from your audit, our benchmarks across other Shopify brands, and past A/B test wins to estimate the potential uplift. The bigger the upside, the higher the score.

For example, when we tested adding a PayPal Express Checkout Button to the cart page for one brand, we saw:

• +37.33% increase in eCommerce conversion rate
• +75.48% increase in average purchase revenue per user

This kind of task naturally scores high for Impact because it influences both conversion and purchase size at scale.

But not every task needs to swing for the fences. A small UX tweak like changing a CTA button colour (you can laugh, or you can read the results) might only nudge conversion rate up by a few percent, meaning it will likely score lower for Impact but could still make sense when balanced with other PECTI scores like Ease and Time.

That’s where the framework helps you stay balanced. Some tasks will feel like big bets. Others will feel like quick wins.

PECTI helps you weigh both and build a roadmap that combines fast uplifts with longer-term growth drivers.

Example: Using PECTI in Practice

We include a visual scorecard (spreadsheet) in every CRO audit, so you're not just told what to do, you'll see exactly why each task was prioritised. Here's a simplified example of how PECTI scores might look:

This scoring isn't rigid, and it’s designed to be practical and collaborative. You’ll always have visibility, input, and flexibility to adapt based on your internal goals, tech stack, and available resources.

From PECTI to Prioritised Roadmap

Once your CRO audit is complete and your recommendations are scored using the PECTI framework, the next step is turning that prioritised list into a clear, structured roadmap.

This isn’t a generic plan; it’s built around your brand’s goals, internal resources, and how fast you want to move. Every roadmap we deliver includes:

• A list of prioritised tasks ranked by PECTI score
• The rationale behind each recommendation, including the data that led us there 
• Our hypothesis for each recommendation
• A phased approach for implementation
• A balanced mix of direct implementation and A/B testing recommendations

How We Tackle Implementation

No two brands operate the same way, so we offer flexible options to support your team in a way that works for you.

Option 1: Blend Implements Everything

This is the most popular setup. Based on your personalised roadmap, and with agreement on priorities from your team, and we take care of the strategy, design, development, and A/B testing end-to-end. You get expert execution without having to brief multiple teams or juggle priorities internally.

Option 2: You Implement Everything Internally

You Take your CRO Audit and Run. If you have internal design and development resources or a dedicated freelancer, you can take your PECTI roadmap and start implementing immediately. We're on hand if you need support later on or want help planning future A/B tests.

Option 3: A Hybrid Approach

Sometimes, the most effective setup is shared. You may have dev resources in-house, but prefer us to handle UX strategy and A/B testing. Or maybe we take on high-complexity items, while your team works through quicker changes. The hybrid model offers the best of both worlds.

To keep things efficient, we follow a proven Go Live process that aligns both teams on what’s being implemented, by whom, and when. We also have a defined process for managing GitHub collaboration between your internal development team and ours, so nothing slips through the cracks, and everyone stays in sync.

In hybrid setups, we’ll work closely with your team to define who’s doing what, especially when it comes to A/B testing. We won’t run multiple tests at once to maintain clean, accurate results, so task coordination is key.

How Many Hours Will You Need?

Your roadmap might be prioritised, but the pace of implementation depends on your available budget and internal setup. Here’s how we usually break it down:

• 20 hours/month: Ideal for foundational CRO work and brands just getting started.
• 30 hours/month: The sweet spot for most Shopify brands. We can implement and test at a solid pace.
• 45+/month: For CRO+ clients ready to move fast and dig deep into testing, UX design, and iterative development.

Whichever route you choose, we agree (together) ahead of time which tasks will be completed in each sprint, so you’re never left wondering what’s happening, when, or why.

Real-World Example of PECTI in Action

One of the best examples of the PECTI framework in action is a US-based wellness brand doing over $20 million in annual revenue. Their internal team includes a talented Director of eCommerce, who also leads their development team. While they had the expertise to run CRO tests, they didn’t have the capacity to do it consistently on top of their day-to-day development priorities.

They’d previously worked with CRO agencies but found the experience frustrating with slow-moving, rigid processes, and a lack of true collaboration. As they put it to us in our first call:

“It wasn’t really a collaborative experience… they had their agenda, it was non-movable, non-negotiable.”

When they approached Blend, the founder told us:

“This is the quickest invoice I’ll ever pay.”

They were excited to get started, but needed a model that worked with their in-house team, not around it.

The Approach

Using our PECTI framework, we audited their site and identified a backlog of opportunities. From here, we prioritised a clear, data-led roadmap and agreed each month which tasks would be handled by Blend and which by their dev team.

• Blend handled the strategy, A/B test design, and implementation for CRO tests.
• Their internal dev team took on non-testable improvements or work that didn’t require experimentation.
• We managed prioritisation, but kept it flexible by liaising monthly to adapt as needed.
  

As their CTO put it:

"I think you guys are more so of an extension of the team..." and "the impact is real".

The Results

Within the first three months, the brand saw clear commercial uplifts from the initial A/B tests Blend implemented, including:

• +3% increase in conversion rate
• +4% increase in revenue per visitor
• +6% increase in subscription orders per visitor

PECTI gave them a structured, data-led prioritisation model they could trust, freeing up their dev team to focus on core engineering tasks while Blend accelerated CRO progress.

Why It Worked

This hybrid approach is where PECTI shines:

• It gave the brand clarity on what would move the needle fastest.
• It created an efficient ‘divide and conquer’ model between Blend and the client team.
• It helped avoid the ‘too many ideas, not enough action’ trap — by backing decisions with data and impact potential.

As the client told us:
“Blend isn’t like other agencies. They feel like part of the team.”

Why This Matters if You're a Shopify Brand

You’re under pressure to make smart decisions with your time, your team, and your budget. And when there’s no shortage of ideas or opinions flying around, it can be hard to know which changes will actually drive results.

That’s why prioritisation isn’t just helpful, it’s essential.

With the PECTI process, you’re not left guessing. You have a clear, scored roadmap backed by data, tailored to your goals, and broken down by the time and resources required. Whether Blend implements everything or your internal team handles execution, you’re always working from a plan with purpose.

And beyond CRO, PECTI becomes a strategic tool you can apply across your wider role. Choosing which team initiative to push forward? Planning your next quarter? PECTI helps you weigh up the options, evaluate the trade-offs, and move forward with confidence.
In a fast-moving Shopify environment, this type of clarity is more than just helpful - it gives you an edge.

Stop Guessing, Start Prioritising

If your CRO audit (or to-do list) feels like a never-ending wall of tasks, PECTI gives you the structure to focus on the ideas that will make the most significant commercial difference, not just the loudest or easiest fixes.

At Blend, we use PECTI every day to help brands prioritise smarter, implement faster, and turn recommendations into measurable results. And it works whether you want a fully managed service, a collaborative hybrid approach, or simply need a framework to get your team aligned and working from the same page.

Here’s how you can get started:

• Book a CRO Audit — and get a prioritised roadmap scored through PECTI, tailored to your business goals, tech stack, and team setup.
• Download the free PECTI Spreadsheet — and use it to plan, score, and prioritise your CRO and growth ideas with clarity.

📥 Download the PECTI Planner Now

Wherever you are in your CRO journey, we’ll help you focus on the changes that drive real progress, not guesswork.