Build an experiment backlog. Score by impact and effort. Align tests with your biggest bottleneck to avoid random testing.
Most teams run experiments based on whoever shouts loudest. The result? Random tests that don't address real bottlenecks. A proper backlog captures every idea, scores it objectively, and ensures you're always testing what matters most. This chapter shows you how to build a backlog, prioritise experiments systematically, and align testing with your growth strategy so every experiment moves you closer to your goal.
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Set clear hypotheses. Define success metrics. Calculate sample sizes. Structure experiments that produce valid, actionable results.
Random experiments waste time and budget. A structured framework ensures every test teaches you something, even when it fails. Decide what to test, design experiments properly, analyse results accurately, and share learnings so the whole team gets smarter.
See playbookCompare two versions of a page, email, or feature to determine which performs better using statistical methods that isolate the impact of specific changes.
Structure experiments around clear predictions to focus efforts on learning rather than random changes and make results easier to interpret afterward.
Design experiments that answer specific questions with minimum time and resources to maximise learning velocity without over-investing in unproven ideas.
Systematically rank projects and opportunities using objective frameworks, ensuring scarce resources flow to highest-impact work.
Calculate the percentage of visitors who complete desired actions to identify friction points and measure the effectiveness of marketing and product changes.
