Hacking Growth: How Today's Fastest-Growing Companies Drive Breakout Success

by Sean Ellis

Cost—how much you expect to have to spend to run the experiment in question. • Targeting—how easy it is to reach your intended audience and how specific you can be in whom your experiment reaches. • Control—how much control you have over the experiment. Can you make changes to the experiment once it’s live? Can you stop it easily or adjust it if it’s not going well? • Input time—how much time it will take the team to launch the experiment. Filming a television ad, for example, has a much longer input time than setting up a Facebook ad. • Output time—how long it will take to get results out of the experiment once it’s live. For example, search engine optimization experiments or social media may have longer output times than a radio ad does. • Scale—how large an audience can you reach with the experiment? Television has a much larger scale than advertising on topical blogs.