ICE Framework: Score each experiment on Impact (1-10), Confidence (1-10), and Ease (1-10). Average the scores. Run highest-scoring experiments first. This prevents wasting time on low-impact tests or getting stuck on hard-to-implement ideas.
What is ICE?
I = Impact (1-10)
How much will this move the needle if it works? A checkout redesign has higher impact than a button color change.
C = Confidence (1-10)
How confident are you this will work? Based on data, research, or past experiments. Wild guesses = low confidence.
E = Ease (1-10)
How easy is this to implement? A copy change is easier than a full redesign. Consider dev time, design needs, and risk.
How to Calculate
ICE Score = (Impact + Confidence + Ease) / 3
Example:
Impact: 8, Confidence: 6, Ease: 7
ICE Score = (8 + 6 + 7) / 3 = 7.0Example Prioritization
| Experiment | Impact | Confidence | Ease | Score |
|---|---|---|---|---|
| Add trust badges | 5 | 8 | 9 | 7.3 |
| Simplify pricing page | 8 | 6 | 6 | 6.7 |
| Redesign checkout flow | 9 | 7 | 3 | 6.3 |
| Change CTA button color | 2 | 4 | 10 | 5.3 |
In this example, "Add trust badges" wins because it's high confidence, easy to implement, and moderate impact.
Tips for Better Scoring
- • Be honest about confidence: Don't inflate scores for pet ideas
- • Score as a team: Average scores from multiple people
- • Revisit scores: Update based on new data or learnings
- • Document reasoning: Note why you scored each dimension
Start Prioritizing
Use ICE to build your experiment backlog, then run tests with ExperimentHQ. Our visual editor makes "Ease" scores higher for most experiments.