What powers PBX Ideate?

Discover how PBX Ideate analyzes your pages using a five-layer reasoning model and the Lever Framework to generate experiment hypotheses.

Kameleoon’s AI-powered PBX Ideate analyzes your website’s interface to identify friction points and automatically generates optimization hypotheses. It transforms raw interface observations into implementation-ready experiments, allowing you to launch tests faster and with higher confidence.

Overview

Designed in partnership with Conversion by Gain, a leading experimentation agency, the PBX Ideate engine uses a hierarchical diagnostic structure to analyze your web pages. It mimics the reasoning of a CRO expert by analyzing your site’s visual hierarchy, content, and layout.

Based on this analysis, the feature provides:

• Friction identification: Pinpoints specific usability or motivational barriers.
• Root cause analysis: Explains why a problem exists using behavioral psychology principles.
• Experiment suggestions: Proposes concrete A/B test ideas to improve performance.
• Wireframe variations: Generates specific design changes (copy, layout, styling) ready for implementation.

How it works

The system performs the analysis in the background using a five-layer reasoning model, ensuring every suggestion rests on behavioral data rather than guesses.

Analysis and problem detection

The system takes a snapshot of your page and maps every component (button, headers, text blocks). It then clusters observations to identify problems: high-level friction that negatively impacts user behavior.

Root cause diagnosis

For every problem, the system identifies a root cause that explains the psychological mechanism behind the friction. It classifies issues using the Lever Framework developed by Conversion. This framework organizes friction into five master levers:

• Comprehension: Does the user understand the offer?
• Motivation: Does the user want to take action?
• Trust: Does the user believe the offer is legitimate?
• Cost: Is the perceived effort or price too high?
• Usability: Can the user interact with the interface easily?

Lever Framework

Conversion’s Lever Framework is a technical taxonomy designed to categorize UX features that influence user behavior. By standardizing these “levers,” the framework enables data teams to isolate variables for more effective iteration, transfer behavioral insights across different experimentation programs, and generate structured datasets to train machine learning models for predicting experiment win rates.

For more information on the Lever Framework, see Conversion’s dedicated resource.

Cost

The Cost Master Lever classifies user-perceived downsides beyond financial value, defining “cost” as the total commitment required in exchange for product benefits. This hierarchy categorizes three primary friction points: monetary investment, the “soft costs” of time and effort, and the degree of flexibility available to the user to modify or bypass these anticipated commitments.

Lever	Sub-Lever
Financial cost: How much money the user exchanges for the product.	Known cost: These are financial costs that users know they will have to incur to access a product. Anticipated cost: Refers to the longer-term financial costs of subscriptions or expected add-ons. Relative value: Tactics used to make one product seem to have better value by comparing it with another.
Soft cost: The time and effort costs dedicated to getting value from the product.	Time cost: The part of a soft-cost which refers to the amount of time you must dedicate to the service to gain value from it. Effort cost: The part of a soft-cost which refers to how “hard” using the product will actually be for a user to benefit.
Commitment: How users contextualize the sense of commitment to the costs associated with a transaction or product.

Trust

The Trust Master Lever measures the user’s perception of risk during website interaction. It evaluates three critical reliability factors: the foundational legitimacy of the platform, the credibility of product or service claims, and the perceived security of sensitive information processing.

Lever	Sub-Lever
Legitimacy: A concern with whether or not the site is that of a real company, selling a real product or service.	UI Quality: Cues in the overall UI presentation which suggest to a user that a site isn’t legitimate. Brand Recognition: Whether and to what extent the user is familiar with the brand the site is representing.
Credibility: Concerned with how likely users are to believe the “motivational” claims made on a site, and how likely companies are to live up to them.	Authority: Appeals to known institutions, or authority figures as “endorsers” or a company or service, thereby “borrowing” credibility for the brand. Customer Service: How companies use the prominence/availability of customer/prospective services and easy contact to make themselves seem competent and trustworthy. Social Proof: Appeals to a broader source of endorsement among a wider variety of individuals, usually people the user considers representative of “typical.” Reassurances: Information and promises about the process behind a product/service which companies design to demonstrate good intentions and competence.
Security: Refers to a user’s level of comfort inputting sensitive information such as payment details on a site.	Payment Security: Refers to ways that sites can demonstrate to users that the site processes their information safely. Personal Information Requests: How the site handles and presents requests for sensitive information to the user.

Usability

The Usability Master Lever evaluates the friction-free progression of a user toward a conversion goal, mirroring the psychological concept of cognitive fluency. It focuses on optimizing five technical and psychological pillars: navigational clarity, the minimization of cognitive load and fatigue, effective product discovery, strategic attention allocation, and the consistent acknowledgment of user progress.

Lever	Sub-Lever
User flow: A user’s sense of direction and location: do they understand their location on the site/in the user journey and what they must do to progress?	Location: A user’s sense of their position in the user-flow/journey, answering the question “where’s the user now?” Direction: About whether a user understands where they need to go next in the user journey to perform their desired action.
Effort: Refers to either a concern that an action or sequence will require a lot of exertion and focus, or an unpleasant feeling that something is already requiring this.	Experienced effort: The sense of how demanding completing tasks and progressing on a website is. Anticipated effort: Effort that the user “forecasts” regarding how they will feel completing a task on a site.
Choice: Refers to how a site arranges product options and makes them findable.	Findability: The search paths and capabilities available to a user to browse through product options. Structure: How product options are actually organized and presented on a page by default. Recommendation: These are recommendations and promotions/pushes or product/options by the site to the user based on user preferences and behaviors.
Attention: How the site guides users’ attention to focus on useful/relevant elements, and away from elements distract from your goals.	Distraction: About elements on a page whcih are distracting users from a more important (conversion) task. Engagement: Ways to actively engage users with a particular element or task.
Persistence: About on-site mechanics that encourage users to continue trying to complete their desired action.	Progress presentation: About how the site presents users’ progress to them to demonstrate how far they’ve come in their journey. Positive feedback: Acknowledging when users take a desirable action on the site.

Comprehension

The Comprehension Master Lever assesses the efficacy of information architecture and content delivery. It focuses on establishing user confidence through three layers of clarity: foundational industry/product knowledge, granular details of a specific item of interest, and the logistical transparency of the final transaction.

Lever	Sub-Lever
Education: Aimed at educating users on the industry generally, rather than on specific offerings of the provider.	Educational Content: Provides broader industry or conceptual knowledge to help users navigate the market and evaluate offerings.
Product Understanding: Content that seeks to inform the user about specific product offerings, and helps them make an informed choice.	Product Information: Using words explicitly to describe specifications of a product. Product Depiction: Implicit (imagery/video) used to help users understand a product.
Transactional Understanding: Content which seeks to inform the user and provide transparency around the terms of payment.	Savings understanding: Explains the explicit financial benefits of an offer, such as percentage discounts or total money saved. Payment structure: Details the terms and timing of payment, including installments, subscription cycles, or fees.

Motivation

The Motivation Master Lever addresses the perceived value proposition and emotional “upside” of a product offering. It focuses on maximizing purchase intent by optimizing several psychological drivers: inspirational copy and imagery, social belonging, urgency, low-friction product trials, variety of selection, and the long-term engagement or “stickiness” of the user experience.

Lever	Sub-Lever
Value statement: The explicit positive information included about products/services to persuade users that it’s of interest to them.	Value proposition: The company’s core offering: the single line which applies to the product or service the company offers. Benefits: Specific “positive” features of the company or individual products and services offered, often framed as benefits to the user rather than functional features of the product, which you may find in the comprehension lever.
Motivational depiction: How a product or service use visual/implicit cues to convey value, as opposed to relying on explicit claims or experience with the product.	Motivational imagery: Using imagery to convey motivational messaging or positive/anticipatory emotional responses to the user. Motivational video: Using video to convey motivational messaging or positive/anticipatory emotional responses to the user.
Preview access: How users can see the upside of a product by actually using the product, or some limited part of the product (for example, a free trial, samples).	Free Trial: Allowing users to experience the quality of a product or service by accessing it in full for a limited time. Limited Preview Content: Allowing users to experience the quality of a product or service by offering some limited part of the service, possibly indefinitely.
Obligation: How a site can make users feel that they “ought” to purchase the product for some reason.	Reciprocity: Where the site offers users some gesture (for example, discount, freebie) aimed at triggering the intuition to reciprocate the gesture by purchasing. Altruism: A direct appeal to moral obligation, centered on benefits to other people’s well-being.
Sociability: When a site leads users to expect they’re gaining a social benefit from the product.	Community: Trying to elicit the sense that using a product will give you access to some real or imagined community. Exclusivity: Trying to elicit the sense that using a product or service will give you an edge or superiority over the majority of people.
Urgency: How a site makes users feel that they should complete their purchase within their current session, or else risk losing access to the product or paying a higher price.	Availability: Urgency based on the idea that failing to purchase quickly will mean missing out on the product entirely. Price change: Urgency based on the idea that failing to purchase quickly will lead to price increases and greater cost in the future.
Product range: How a site can present the available products to make them appear motivationally varied and extensive.	New product: Adding a new product or service to serve a product preference or option not catered for. Variety: Demonstrating the variety of product options available, whether explicit through copy (“Access thousands of movies and TV shows”) or implicit (showing a background image of movie and TV show posters).
Delivery: Motivational content about how the user will receive the product (whether physical or virtual).	Delivery Speed: Informing users how quickly they can receive their product, emphasizing fast delivery speeds or short waits. Delivery Ease: Informing users of how easily they can receive a product, or how the company may use discretion upon delivery.
Gamification: Refers to creating a sense of excitement and engagement around continuing to use the product.	Immersion: Creating a sense that users are in a different environment from the one they’re really in. Progression: Creating a sense that users make satisfying progress through the “task” of completing the user’s desired goals on the site. Competition: Creating a sense that users’ level of performance with the product or service is superior to that of others.
Humanization: Presentation of a site/brand as human and friendly to the user.	Friendly Language: The use of a friendly or informal tone to elicit a sense in users that the company/product/service is personable and accessible. Human Depictions: The depiction of people as a means to make a company/product/service seem personable and accessible (friendly).
Control: Users feeling a positive sense that they can adapt the product to their preferences.

FAQ

How does PBX Ideate prioritize test ideas?

PBX Ideate scores ideas based on potential impact using a model trained on more than 20,000 experiments.

Why should I use Kameleoon PBX Ideate?

PBX Ideate provides prioritized, evidence-based hypotheses and converts them into precise prompts for PBX, helping you prioritize your tests effectively.