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Digital and e-commerce
How to score ideas with ICE
| Criterion | Key question | Low score (1–3) | High score (8–10) |
|---|---|---|---|
| Impact | How much will the metric move if it works? | Small page, few users affected | Touches a funnel step most customers pass |
| Confidence | How sure are we, and based on what? | A hunch with no data behind it | Backed by data, feedback or a past test |
| Ease | How fast and cheap is it to run? | Needs developers and weeks of work | Can launch this week with existing tools |
| Criterion | Key question | Low score (1–3) | High score (8–10) |
|---|---|---|---|
| Impact | How much will the metric move if it works? | Small page, few users affected | Touches a funnel step most customers pass |
| Confidence | How sure are we, and based on what? | A hunch with no data behind it | Backed by data, feedback or a past test |
| Ease | How fast and cheap is it to run? | Needs developers and weeks of work | Can launch this week with existing tools |