Who This Helps
This is for every growth marketer tired of spinning wheels. You have a dozen ideas but only enough time for one. The Data Storytelling for Stakeholders course gives you the framework to choose. It turns your gut feelings into a clear, convincing case for action.
Mini Case
Your team debates three tests: a new email subject line, a homepage headline change, and a pricing page redesign. You can only run one this quarter. By building a quick data story, you estimate the headline change could lift conversions by 15% based on past page data, while the redesign is a 6-month gamble. The choice gets easy. You focus on the headline, launch in 7 days, and see a 12% bump in sign-ups. That's a win.
Do This Now (5 Steps)
- List your top 3 experiment ideas. Write them down. No more than three.
- Grab one past number for each. Find a related metric from a previous campaign or test. For example, 'Last headline test improved CTR by 5%.'
- Score the effort. Rate each idea: High, Medium, or Low effort to implement.
- Forecast the impact. Make your best guess: High, Medium, or Low potential impact on your core goal.
- Pick the High-Impact, Low-Effort idea. If you don't have one, choose the highest potential impact. That's your next experiment. Go write the brief.
Avoid These Traps
- The Shiny Object: Don't chase the trendy tactic. Stick to what your data hints will work.
- Analysis Paralysis: You don't need perfect data. Use the best you have right now.
- Ignoring Resources: Forgetting how much time your team actually has is a classic mistake. Be real about effort.
- No Story: Picking a test without explaining 'why' to your team or boss. A one-sentence data story fixes this.
- Changing Mid-Stream: Don't swap your priority halfway through setup. See your first choice through.
- Only Gut Feeling: Your instinct is great, but back it up with at least one number.
- Too Many Cooks: Let everyone suggest, but one person should own the final prioritization call.
- Forgetting the Goal: Always tie the experiment back to moving one key channel metric, like cost per lead or sign-up rate.
Your Win by Friday
Your win isn't running the test—it's confidently knowing you picked the right one. By Friday, have your one prioritized experiment brief ready with its simple data story: 'We're testing [X] because past data [Y] suggests it could improve [Z metric].' Share it with your team. Now you're not guessing; you're executing with purpose. That feels better, doesn't it?