10 pre-loaded test ideas scored with the ICE framework. Adjust the scores to match your store, add your own ideas, and build a testing roadmap.
Not every test is worth running. The ICE framework helps you compare ideas objectively so you spend time on the tests most likely to move revenue.
How much will this move the needle on conversions or revenue?
How sure are you it will work, based on data or precedent?
How easy is it to implement? Higher = less effort required.
ICE Score = (Impact + Confidence + Ease) / 3. Higher score = do it first.
Add trust badges above the fold on product pages
ICE 8.0 — Impact 7, Confidence 8, Ease 9 · Quick win — low effort
Move reviews/ratings above the fold
ICE 7.7 — Impact 6, Confidence 8, Ease 9 · Quick win — low effort
Add free shipping threshold progress bar to cart
ICE 7.0 — Impact 8, Confidence 7, Ease 6 · Moderate effort
Run these in order. Start with the highest-scored test, measure the result, then move to the next. One test at a time gives you clean data.
ICE stands for Impact, Confidence, and Ease. Each test idea is scored from 1 to 10 on all three dimensions, and the average gives you a single prioritization score. It was popularized by Sean Ellis as a lightweight way to compare growth experiments without overthinking the decision.
One test per page at a time. Running multiple tests on the same page creates interaction effects that corrupt your results. If you want to move faster, test on different pages simultaneously — for example, one test on the product page and one on the cart page.
Run until you hit statistical significance (typically 95% confidence) and at least one full business cycle — usually 2 to 4 weeks. Ending early because the numbers look good leads to false positives. Tools like Google Optimize and VWO have built-in significance calculators.
Break ties by choosing the test with the higher Impact score — a big win with lower confidence is usually more valuable than a small certain win. If Impact is also tied, go with the higher Ease score so you can learn faster and move on to the next test.
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