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Experiment Roadmap

Objective​

Run tests that produce measurable business impact, not random design changes.

Prioritization Model​

Use ICE scoring:

  • Impact (expected KPI lift)
  • Confidence (evidence quality)
  • Ease (implementation effort)

Test Types​

  • Headline and value proposition tests
  • CTA wording and placement tests
  • Form length and friction tests
  • Proof element tests (reviews, cases, guarantees)

Experiment Log Template​

Hypothesis:
Primary KPI:
Secondary KPI:
Baseline:
Variant:
Start date:
Decision date:
Result:
Next action:

Next Step​

Return to the module overview and continue with the next lesson in sequence.