Full-Funnel Optimization Resource

A/B Testing Prioritization Framework

Decide which tests to run first based on potential impact, confidence, and effort using the ICE scoring method. Includes test idea backlog template and 50+ pre-scored test ideas.

Google Sheets + PDF

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2,000+ Tests Run

What's Inside the Framework

ICE Scoring Framework

Score test ideas on Impact (0-10), Confidence (0-10), and Ease (0-10). Multiply to get ICE score. Highest scores = highest priority.

Test Idea Backlog Template

Pre-built Google Sheets template to capture, score, and prioritize all your test ideas in one place.

50+ Pre-Scored Test Ideas

Common high-impact tests organized by funnel stage (Awareness, Consideration, Conversion, Retention) with typical ICE scores.

Sample Size Calculator

Built-in calculator to determine how long to run tests based on your traffic, baseline conversion rate, and minimum detectable effect.

Traffic Allocation Guide

How to allocate limited traffic across multiple concurrent tests without sacrificing statistical power.

Test Documentation Template

Standardized format to document hypothesis, variations, success metrics, and learnings for every test.

Understanding ICE Scoring

Impact (0-10)

How much will this test improve the metric if successful?

10 =Massive impact (+50% conversion rate improvement)

5 =Moderate impact (+10-20% improvement)

1 =Small impact (+1-5% improvement)

Confidence (0-10)

How confident are you this test will win?

10 =Near-certain (strong data, customer feedback, competitor evidence)

5 =50/50 chance (gut feeling, some evidence)

1 =Low confidence (complete guess, no data)

Ease (0-10)

How easy is this test to implement?

10 =Trivial (copy change, 15 mins, no dev needed)

5 =Moderate (requires design + dev, 1-2 days)

1 =Complex (major engineering, weeks of work)

Formula:

ICE Score = Impact × Confidence × Ease

Example: Impact (8) × Confidence (7) × Ease (9) = 504 ICE Score

Example High-Scoring Test Ideas

Headline A/B Test (Value Prop Clarity)

810 ICE

Test benefit-focused headline vs. feature-focused headline on landing page

Impact: 9/10Confidence: 9/10Ease: 10/10

Form Field Reduction

720 ICE

Reduce lead form from 12 fields to 6 fields (name, email, company, role, phone, message)

Impact: 8/10Confidence: 9/10Ease: 10/10

Add Social Proof

560 ICE

Add customer logos and "Trusted by 500+ companies" above CTA

Impact: 7/10Confidence: 8/10Ease: 10/10

Multi-Step Checkout

315 ICE

Convert single-page checkout to 3-step progress indicator (Info → Payment → Confirm)

Impact: 9/10Confidence: 7/10Ease: 5/10

The Impact of Prioritized Testing

3.2x

More Winning Tests

vs. random testing

-60%

Less Wasted Effort

Focus on high-impact tests only

2 weeks

Time Saved

Per month via better prioritization

Get the A/B Testing Prioritization Framework

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