Prioritizing tests with ICE scoring

Dylan explains ICE (Impact, Confidence, Ease) to rank experiments and build a testing roadmap from research.

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Episode notes

This week, the team sits down with Dylan Ander, founder of Heatmap and author of Billion Dollar Websites, to break down how modern ecommerce funnels are evolving and why many legacy playbooks are starting to crack. The conversation opens with Dylan’s perspective on AI, trust, and synthetic content, and why brands may be heading back toward more human-led, harder-to-fake creative as AI becomes table stakes.

From there, they unpack why traditional DR funnels are losing effectiveness, how homepage-style and “Trojan horse” landing pages are reshaping conversion behavior, and what operators need to rethink about how users actually move through sites today. Dylan shares lessons from Billion Dollar Websites, including how ecommerce brands can borrow from info funnels to monetize beyond products and increase LTV.

The episode closes with a practical look at research and CRO systems - how to structure insights, prioritize tests, and turn qualitative signals into a clear experimentation roadmap - grounding the conversation in how operators can build strategies that reflect real buyer behavior as the landscape continues to shift.

Check out the previous episode with Dylan: https://open.spotify.com/episode/3iwer8FNwuwzDDnAV5X7JV?si=3NJKr9aMQLun1qWQvegSYw

Find more about Dylan: https://dylanander.com/

Dylan’s newsletter: https://dylanander.com/newsletter

If you have a question for the MOperators Hotline, click the link to be in with a chance of it being discussed on the show: https://forms.gle/1W7nKoNK5Zakm1Xv6

Chapters:

00:03:47 - AI Hot Takes

00:24:49 - Info Funnels & Monetizing the Customer Journey

00:39:13 - Research & The Billion Dollar Data Funnel

00:55:35 - Deepening Customer Feedback Analysis

01:10:40 - Testing Strategy & Evolutionary Redesign

Motion.

⁠⁠⁠https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-reads⁠⁠⁠https://motionapp.com/creative-trends

Prescient AI.⁠⁠⁠

https://www.prescientai.com/operators

Richpanel.⁠⁠⁠

https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdesc