Finding Your Next Big Test · G.E.M. by Intelligems

Finding Your Next Big Test

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.

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