90-Day Optimization Roadmap Template
Prioritize CRO initiatives based on potential impact, confidence level, and effort. Get organized and ship high-impact tests faster.
Why You Need a CRO Roadmap
Most CRO teams are reactive: testing whatever seems broken or whatever the CEO wants. A roadmap brings strategic focus to your optimization efforts.
❌ Without a Roadmap
- • Testing random ideas that pop up
- • No clear success metrics
- • HiPPO-driven decisions (Highest Paid Person's Opinion)
- • Wasting time on low-impact tests
- • No coordination across funnel stages
✅ With a Roadmap
- • Data-driven prioritization
- • Clear ROI projections for each test
- • Aligned with business goals
- • Focus on highest-impact opportunities
- • Full-funnel coordination
With clear prioritization
By focusing on high-confidence tests
Clear plan = faster execution
The ICE Prioritization Framework
Score each test idea on 3 dimensions (1-10 scale), multiply them, and sort by highest score.
Impact
How much will this test improve conversions if it wins?
5 = 10-15% lift
1 = Minimal lift
Confidence
How confident are you that this will work?
5 = Reasonable hypothesis
1 = Pure guess
Ease
How easy is this to implement?
5 = 1-2 days
1 = 2+ weeks, complex dev
Example ICE Score
Sample 90-Day Roadmap
Month 1: Quick Wins & Foundation
1. Add trust badges to checkout
ICE: 720Impact: 8, Confidence: 9, Ease: 10
Expected: +5% checkout conversion, 2 hours
2. Reduce form fields (8 → 4)
ICE: 640Impact: 8, Confidence: 8, Ease: 10
Expected: +15% form completion, 4 hours
3. A/B test hero CTA copy
ICE: 560Impact: 7, Confidence: 8, Ease: 10
Expected: +8% homepage conversion, 3 hours
Month 2: High-Impact Optimization
4. Redesign pricing page
ICE: 540Impact: 9, Confidence: 6, Ease: 10
Expected: +20% pricing→checkout, 1 week
5. Add exit-intent popup
ICE: 480Impact: 8, Confidence: 6, Ease: 10
Expected: Recover 3% of bounces, 4 hours
6. Implement cart abandonment email
ICE: 450Impact: 9, Confidence: 5, Ease: 10
Expected: Recover 25% of carts, 2 days
Month 3: Full-Funnel Optimization
7. Rebuild product pages
ICE: 420Impact: 7, Confidence: 6, Ease: 10
Expected: +12% add-to-cart, 1 week
8. Test upsell at checkout
ICE: 400Impact: 8, Confidence: 5, Ease: 10
Expected: +15% AOV, 3 days
9. Personalize homepage by segment
ICE: 280Impact: 7, Confidence: 4, Ease: 10
Expected: +10% engagement, 2 weeks
Roadmap Best Practices
Start with quick wins
Build momentum with high-Ease tests in Month 1
Balance all funnel stages
Don't optimize just checkout—fix the entire journey
Re-prioritize monthly
New data = new priorities. Review and adjust
Set clear success metrics
Every test needs a hypothesis and target metric
Don't skip research
Heatmaps, surveys, and user tests inform better hypotheses
What Our Clients Achieved
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