Who This Helps
Founders and operators in the Channel Basics: Offers & Creative program who are stuck deciding what to test. You have ideas, but no clear priority. This gets you moving.
Mini Case
Sam runs a DTC skincare brand. She had three ideas: test a new hero image, change the headline on her landing page, and try a different discount offer. She spent two weeks debating. Using the framework below, she scored each idea in 20 minutes. The new headline won. She ran the test, saw a 15% lift in click-through rate in 7 days, and finally had clear direction.
Do This Now (5 Steps)
- List your top 3 experiment ideas. Write them down. No more than three.
- Score each on Impact (1-5). How much could this move your key metric if it works? Be honest.
- Score each on Confidence (1-5). How strong is your hunch or evidence this will work?
- Score each on Ease (1-5). How quickly and cheaply can you run this test?
- Multiply and pick. (Impact x Confidence x Ease). The highest score is your next experiment. Go set it up.
Avoid These Traps
- Perfection Paralysis: Don't wait for perfect data. Use your best available signal.
- Shiny Object Syndrome: Ignore the 'cool' new trend if it doesn't connect to your core offer.
- Overcomplicating Ease: If it takes more than a few days to build, it's probably not a '5'.
- Ignoring Your Mission: One common mission problem is 'Creative that doesn't reflect the core offer.' Ensure your test connects back to your main promise.
- Averaging Scores: Multiplying is key. It highlights clear winners.
- Testing Two Things at Once: You'll never know what worked. Pick one.
- No Timebox: Give yourself 30 minutes max for this exercise. Clock's ticking!
- Skipping the Write-Up: Briefly note why you chose the winner. It helps you learn later.
Your Win by Friday
By Friday, you will have one prioritized experiment ready to launch. You'll have killed the debate and focused your team's effort. You'll move from scattered ideas to a single, clear hypothesis. That's how you build momentum—one decisive choice at a time. Now go multiply those numbers. The math is fun, I promise.