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Growth · Startup

ICE Scoring Model

The ICE Scoring Model, popularised by Sean Ellis (GrowthHackers), is a rapid prioritisation framework for deciding which growth experiments, marketing campaigns, or product ideas to pursue first. Each idea is scored on three dimensions — Impact (how much will it move the needle?), Confidence (how sure are you it will work?), and Ease (how quick and cheap is it to implement?) — each on a 1-10 scale. The average of the three scores gives the ICE score. Work on the highest-scoring ideas first.

When to use this framework

  • →You have a backlog of marketing experiments and need to decide where to start
  • →Your team argues about priorities and you need an objective scoring system
  • →You're running growth sprints and need a quick way to rank ideas
  • →You want to avoid over-investing in low-confidence, high-effort experiments
  • →You need to communicate prioritisation decisions to stakeholders
Related:Pirate Metrics (AARRR) Lean Canvas

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Worked Example

HubSpot Growth Team (hypothetical sprint)

Idea 1

Give the idea a short, descriptive name.

Add chatbot to high-intent pricing page

Briefly describe the idea — what would you do, and what outcome do you expect?

Install a conversational chatbot on the pricing page that answers common objections (pricing, features, vs. competitors) and offers to book a demo. Hypothesis: 15% of chatbot interactions will convert to demo bookings, increasing pricing page conversion rate by 20%.

If this works, how much will it move the key metric? 10 = transformative, 1 = negligible.

8

How confident are you it will work? Based on data, precedent, or gut feeling? 10 = certain, 1 = pure guess.

7

How easy is it to implement? Consider time, cost, dependencies. 10 = can do today, 1 = months of work.

6

Average of Impact, Confidence, and Ease. Higher is better. >7 = do it now. 4-7 = consider. <4 = park it.

—

Idea 2

Give the idea a short, descriptive name.

Launch customer referral programme with free month

Briefly describe the idea.

Create a two-sided referral programme: existing customers get a free month of their plan, and the referred lead gets 20% off the first 3 months. Hypothesis: 10% of active customers will refer at least one lead in the first quarter, generating 500+ qualified leads.

If this works, how much will it move the key metric?

9

How confident are you it will work?

6

How easy is it to implement?

4

Average of Impact, Confidence, and Ease.

—

Idea 3

Give the idea a short, descriptive name.

Rewrite onboarding email sequence with JTBD messaging

Briefly describe the idea.

Replace the current feature-led onboarding emails (7-email sequence) with job-focused messaging: 'Get your first report to your boss in under 10 minutes' instead of 'Here's how to set up dashboards.' Hypothesis: Improve Day-7 activation rate from 35% to 45%.

If this works, how much will it move the key metric?

7

How confident are you it will work?

8

How easy is it to implement?

9

Average of Impact, Confidence, and Ease.

—

Prioritisation Decision

Based on the ICE scores, what's the order? List from highest to lowest score.

1. Rewrite onboarding emails (ICE: 8.0) — highest score because high confidence (we have JTBD interview data) and very easy to execute (copywriting, no engineering). 2. Pricing page chatbot (ICE: 7.0) — good impact and confidence, moderate ease (need to configure and train the bot). 3. Referral programme (ICE: 6.3) — highest potential impact but low ease (requires engineering, legal review, billing integration) and moderate confidence (untested in our market).

Which idea(s) will you execute in the current sprint? Be specific about timeline and owner.

This sprint (2 weeks): Ship the rewritten onboarding email sequence. Owner: Sarah (Content Lead). Timeline: Draft by Wednesday, internal review by Friday, A/B test live next Monday. Success metric: Day-7 activation rate improvement. Next sprint: Scope and spec the pricing page chatbot.
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