How to Prioritize Your Next Experiment for Growth Marketers

Who This Helps

This is for growth marketers who are tired of random experiments and wasted effort. If you're juggling ten ideas but don't know which one to run first, this method is for you. It's a core skill taught in the Business Analytics Mission Pack, turning gut feelings into a clear game plan.

Mini Case

Let's say your goal is to boost free trial sign-ups. You have three ideas: 1) A/B test the pricing page headline, 2) Launch a retargeting campaign on LinkedIn, 3) Add a demo video to the homepage. Using the framework below, you score each idea. The demo video scores highest because it impacts 100% of homepage traffic (your biggest channel), requires only 2 days of developer time, and could plausibly lift conversions by 15% based on past video tests. You run that first.

Your 5-Step Game Plan

1. List Every Idea. Get every experiment idea out of your head and into a spreadsheet. No filtering yet.
2. Score for Impact. Rate each idea (1-10) on potential effect on your core goal. Ask: "If this works, how much could it move the needle?"
3. Score for Confidence. Rate (1-10) how sure you are it will work. Use past data, case studies, or logic.
4. Score for Ease. Rate (1-10) how easy/cheap/fast it is to implement. Consider resources, time, and complexity.
5. Calculate & Rank. Multiply Impact x Confidence x Ease to get a total score. The highest score is your next experiment. Re-run this weekly.

"Act as a growth strategy coach. I have a list of experiment ideas: [List your 2-3 ideas here]. My primary goal is to increase [Your Goal, e.g., trial sign-ups]. For each idea, analyze and score it from 1-10 on these three criteria: 1) Potential Impact on the goal, 2) Confidence based on available data or logic, 3) Ease of implementation (considering time, cost, resources). Then, calculate a priority score (Impact x Confidence x Ease) and tell me which experiment I should run first and why."

Avoid These Traps

• Shiny Object Syndrome: Don't chase the trendy tactic. Stick to your scoring system.
• Analysis Paralysis: Don't spend 3 weeks perfecting scores. Use your best estimate and launch.
• Ignoring Ease: A small, easy win that builds momentum is often better than a moonshot that takes a quarter.
• Forgetting Resources: If your designer is booked for a month, a design-heavy test's 'Ease' score should be low.
• Working in a Silo: Score ideas with your team. Different perspectives improve confidence scores.
• Not Defining 'Win': Before you run the test, know what metric and what lift constitutes a success.
• Only Prioritizing, Not Learning: Every experiment teaches you something. Document the outcome regardless.
• Letting HiPPOs Decide: The Highest Paid Person's Opinion shouldn't override the data. Use the scores as your neutral referee.

Try This in 20 Minutes

1. Open a doc. Write down your top 3 experiment ideas right now.
2. For each, jot a quick 1-sentence hypothesis (e.g., "Adding social proof will increase conversions because it reduces perceived risk").
3. Give each idea your gut-feel score out of 10 for Impact, Confidence, and Ease.
4. Do the multiplication. Which idea won? That's your candidate for next week. This quick win is just the start of the systematic approach in the Business Analytics Mission Pack.