A/B Test Ideas Generator
Select your page type and conversion goal to get a prioritized list of A/B test ideas. Each idea includes a hypothesis, control vs. variant description, ICE score, and metrics to track.
Enter your daily page traffic to get sample size and duration estimates for each test.
Used alongside daily traffic to estimate sample size requirements per test.
How to Prioritize Your A/B Tests
Understanding ICE Scores
The ICE framework scores each test idea on three dimensions: Impact (how much the test could move your target metric), Confidence (how certain you are in the hypothesis based on evidence), and Ease (how simple it is to implement). Each dimension is rated 1-10, and the ICE score is the average of all three. Higher scores indicate tests that deliver more value relative to the effort required.
Start with High-ICE, Low-Difficulty Tests
Begin with tests that have both a high ICE score and low implementation difficulty. These quick wins build momentum and generate learnings that inform more complex experiments later. A headline test or CTA copy change can often be deployed within hours and may yield meaningful lift.
Run One Test at a Time per Page
Overlapping tests on the same page can interfere with each other and produce unreliable results. Run a single test per page or user flow at a time. Once a test reaches statistical significance and you have implemented the winner, move to the next highest-priority test on your backlog.
Document Everything
Use the copy or download feature to save your test ideas. For each test you run, record the hypothesis, start and end dates, sample size, results, and decision. A testing archive prevents you from repeating failed experiments and builds institutional knowledge about what works for your audience.
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