Choose an Improvement Scenario (1%-100%) when editing your Impact calculation to project ROI for various UX improvement opportunities identified. Analyze a specific segment or compare the performance of two segments.
By calculating ROI you can make data-driven decisions such as:
- How to universally communicate UI impact
- How to measure the value between AB testing variants
- How to prioritize resources to fix an unresponsive CTA
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1. Recap the problem you identified through your analysis, formulate the question your ROI calculation is trying to answer and match it with the identified solution.
- Identified problem: The add to Cart CTA has a very high click recurrence. Through some additional research you discovered that users try to click the CTA before selecting a size and run into an error.
- Proposed solution: Greying out the CTA until a size is selected will reduce the click recurrence.
- ROI question: What would the incremental revenue and conversions be if users stopped having a high click recurrence on the CTA?
2. Define your segments and adjust the displayed opportunity by:
Analyzing the Performance of a Single Segment: when analyzing the performance of a specific segment, the default comparison is made with the 'All other sessions' segment. This helps you determine whether the segment's conversion rate is higher or lower than that of all other sessions, and it displays missed or potential additional revenue.
Comparing Segments: when setting up your segments, it's crucial to ensure fair comparisons by defining the right segments. For example, if you are interested in users who interact with a specific feature on your Homepage, the segment you should create is:
- "Users who view the Homepage" AND "click on the element" (e.g., a 'Shop Deals' CTA)
The comparison segment would be:
- "Users who view the Homepage" AND, DO NOT "click on the element" (e.g., a 'Shop Deals' CTA)
How to run an Improvement Scenario
1. Click on the 'Edit impact calculation' button and select an Improvement Scenario (1%-100%) to view a conversion or revenue calculation for the improvement opportunity.
2. Optional. Further define your value per conversion to display missed and additional revenue based on specific business needs. For example, you can base it on an average cart value or set up a custom value if you don't have the e-commerce tag enabled.
Learn more about calculating impact and conversion value settings
How to pick the right improvement scenario
When optimizing your site, changes vary in their impact. Structural changes tend to affect visitor behavior more than minor UI tweaks. For instance, removing a CTA button may reduce session friction by 50%, while changing the wording only decreases it by 25%.
With the adjustable opportunity option, you can estimate ROI more accurately by allocating different traffic percentages to your low-performing segment.
Example: an Improvement scenario with a High impact of 50% you will get the ROI if 50% of the traffic in the lower-performing segment was to convert as well as your better-performing segment.
Available Improvement Scenarios:
Improvement Scenarios |
Calculation |
Recommended Use Cases |
100% (Default) |
If Segment A outperforms Segment B 100% of the traffic Segment B X (CR of Segment B - CR of Segment A) X Median Cart of Segment A |
Recommended for very impactful changes that could unblock user journeys E.g., Fixing an API error on payment page, Fixing a wrong redirect (e.g. 404 page), Fixing a JS error in a form |
50% High |
If Segment A outperforms Segment B 50% of the traffic Segment B X (CR of Segment B - CR of Segment A) X Median Cart of Segment A |
Recommended for high-impact changes like structural changes |
25% Medium |
If Segment A outperforms Segment B 25% of the traffic Segment B X (CR of Segment B - CR of Segment A) X Median Cart of Segment A |
Recommended for medium impact changes like the change of the wording of the CTA E.g., Adding a cart summary at each step of the funnel, Adding an error notification in form submission, Adding breadcrumbs in Checkout funnels for easy navigation back and forth, Moving main CTAs (Add to Basket, Add to Cart, Color, price and size selectors) above the fold line, Making the search bar more visible |
10% Low |
If Segment A outperforms Segment B 10% of the traffic Segment B X (CR of Segment B - CR of Segment A) X Median Cart of Segment A |
Recommended for low impact changes like changing a color/ design of a CTA Changing a color to help the user identify the ‘Add to cart’ CTA, Allowing users to apply all filter options at the same time |