What's the most impactful or interesting test you all are running currently?

One of the hardest parts of the G.E.M. framework is the Explore phase. Not because of a lack of ideas, but because most tests start too close to the solution. One of my favorite ways to uncover your next multiplier test is to slow down and ask a few simple (but uncomfortable) questions: • What’s keeping you up at night (or your boss)? • What’s the most strategically important thing right now? • If you could wave a magic wand and change one thing, what would it be? Then keep asking “why?”Over and over. Until the answer turns into something you can actually experiment on. That experiment shouldn’t just tweak a page; it should help you answer a real question or validate a decision that gives you more confidence to explore further. When Cameron from Bare Bones and I first started talking, his initial idea was straightforward: Remove flavor options from the PDP to reduce decision fatigue. Great idea. But… why? As we kept digging, the real question surfaced: Why do Amazon buyers behave so differently from Shopify buyers? That insight completely changed the direction of the test. Instead of a narrowly defined PDP cleanup, we ran a theme test: One theme with a traditional Add to CartOne theme with a “Buy on Amazon” CTA alongside it. What started as a UX test turned into something much bigger. It helped Cam: • Better understand the post-ad buyer journey • Invest more confidently into Meta acquisition • Make a strategic decision with real signal behind it I’ve attached the full conversation so you can watch how that exploration actually unfolded. And here’s the follow-up discussion if you want to go deeper:https://youtu.be/PUpCc4GEaOE?si=IGFHvl5gvuaRpUV7 This is a great example of how asking better questions in Explore leads to better experiments — and much bigger outcomes.

What's up G.E.M. community? Thanks @Alex McEachern for the invite. I'm Brandon Maskell, founder of commerceRev which is a CRO and retention marketing consulting practice. I spent 15+ years on the brand side and branched out on my own at the beginning of last year. A few of my clients are proud Intelligems customers including REEF and Carve Designs. I've been in CRO space for about 7 years now since running the optimization program at TaylorMade Golf and overseeing the function at businesses since then. I worked on Optimizely and VWO while working with brands on Salesforce Commerce Cloud and now have transitioned to mostly Intelligems with the retail community flooding to Shopify. On the consumer research side I've worked across tons of tools including Hotjar, Lucky Orange, Auryc, Quantum Metric, Heatmap.com, Usertesting.com and now Clarity (because it's free 😀 and brands like that). I can say without a doubt that Intelligems has the best team and support of any tech tool I've ever worked with. Fun fact about me: I just recorded my first appearance on Intellijams with @Alex McEachern 10 min ago. Other than that I'm a dad of two young girls, life long SoCal guy living in Carlsbad and big sports fan including soccer (Man United), golf, football and basketball (Lakers). Looking forward to interacting with and learning from other practitioners in this space.