Build a backlog of experiment ideas. Score by impact and effort. Align tests with your biggest bottleneck so every experiment moves the needle.
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.
Set clear hypotheses. Define success metrics. Calculate sample sizes. Structure experiments that produce valid, actionable results.
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VWO provides A/B testing, personalisation, and behaviour analytics to optimise website conversion rates through data-driven experimentation.
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Hotjar captures user behaviour through heatmaps, session recordings, and feedback polls to understand how visitors use your website.
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Microsoft Clarity provides free session recordings, heatmaps, and user behaviour analytics without traffic limits or time restrictions.
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Flexible workspace for docs, wikis, and lightweight databases ideal when you need custom systems without heavy project management overhead.
Compare 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.
The percentage of engaged website visitors who submit their contact information and become leads.
Build a backlog of experiment ideas. Score by impact and effort. Align tests with your biggest bottleneck so every experiment moves the needle.
