What is AXR Score?
AXR Score is acceleroi’s proprietary prioritization framework for ranking conversion optimization opportunities. The acronym stands for Actionability, eXpected Revenue, and Resources. Each opportunity is scored on these three dimensions and the scores are multiplied to produce a single priority number that represents expected revenue per hour of effort invested.
How to calculate AXR Score
AXR = Actionability x eXpected Revenue x (1 / Resources)
Each factor is rated on a scale of 1-10:
- Actionability (A) — How clearly defined is the change? A button color test scores high; a full site redesign scores low. This factor also considers whether the team has the technical capability to implement and measure the change.
- eXpected Revenue (X) — What is the estimated revenue impact based on traffic volume, current conversion rate, and the size of the gap identified in analysis? This is grounded in data, not gut feeling.
- Resources (R) — How many hours of design, development, and QA are required? Lower resource requirements produce a higher score because the inverse is used in the formula.
Why it matters for eCommerce and SaaS
Every optimization team has more ideas than capacity. Without a rigorous prioritization system, teams default to testing whatever is easiest or whatever the highest-paid person suggests. This leads to wasted cycles on low-impact experiments.
A scoring framework like AXR forces the team to evaluate each idea against objective criteria before committing resources. It also creates a shared language for discussing trade-offs — stakeholders can see why one idea ranks above another.
How AXR differs from ICE
The ICE framework (Impact, Confidence, Ease) is a popular alternative, but it has two weaknesses that AXR addresses. First, ICE’s “Impact” dimension is often scored subjectively. AXR replaces it with eXpected Revenue, which ties the score directly to a dollar estimate. Second, ICE does not account for whether an idea is well-defined enough to act on. AXR’s Actionability dimension ensures that vague ideas are deprioritized until they are refined into testable hypotheses.
How acceleroi uses AXR
During every CRO audit, we generate a ranked backlog of optimization opportunities scored with AXR. This backlog becomes the testing roadmap. After each A/B test cycle, we update scores based on new data and re-prioritize. Over time, this creates a feedback loop where the framework itself becomes more accurate as we learn what types of changes drive the most revenue for each client.
Related resources
- Get a free CRO audit to see your opportunities ranked by AXR Score
- Read our blog for guides on building a testing roadmap