In a recent presentation at the Chiang Mai SEO conference, serial entrepreneur Jared Codling shared insights from his experience scaling multiple companies to $1 million ARR within 90 days. His methodology, which he terms “Growth Hacking,” centers on systematic testing and data-driven iteration. This analysis examines his approach and provides actionable frameworks for implementation.

The Scientific Testing Framework

Codling’s core thesis is that successful growth marketing requires constant, methodical testing across all business aspects. His case studies demonstrate the cumulative impact of incremental improvements:

• A weight loss company reduced cost per link from $1.50 to $0.09 through systematic testing
• A qualification quiz extension from 8 to 35 questions improved conversions by 33%
• Pricing optimization increased profits by 30% through state-based testing in Australia

The ICE Prioritization System

Central to Codling’s methodology is the ICE framework for test prioritization:

1. Impact: Potential effect on key metrics if successful
2. Confidence: Probability of success based on available data
3. Ease: Required resources and implementation complexity

Tests receive scores from 1-10 in each category, with the final priority determined by multiplying the three scores. This creates a systematic method for selecting high-ROI tests while managing resource allocation.

Key Testing Areas and Results

Landing Page Optimization

• Mobile-first design testing showed significant improvements in readability and conversion
• Navigation removal tests demonstrated varying results by industry
• Font and spacing adjustments based on platform context (e.g., matching Facebook’s design patterns) doubled conversion rates in some cases

Email Marketing Optimization

• Sender name testing proved crucial for open rates
• Subject line iteration using AI-generated variants with intentional imperfections increased engagement
• CEO-style personal emails with time-limited offers showed substantial conversion improvements

Pricing Strategy

Results from systematic price testing:

• Initial price: $16.95/week
• Tested price: $19.95/week
• Outcome: 30% profit increase with no significant volume loss
• Additional finding: $375 to $397 monthly price change showed no conversion decrease

Traffic and Ad Creative Testing

Systematic creative testing revealed:

• Square video formats outperformed traditional aspects by 20%
• AI-generated variants produced CPCs ranging from $2.50 to $0.78
• Emoji usage in ad copy consistently improved performance
• UGC (User Generated Content) testing using AI tools allowed rapid iteration

Implementation Framework

Phase 1: Baseline Establishment

1. Document current performance metrics across all channels
2. Identify weakest performing areas using quantitative data
3. Generate comprehensive test list using brainstorming sessions

Phase 2: Test Prioritization

1. Score each potential test using the ICE framework
2. Create testing calendar based on prioritized list
3. Establish minimum traffic requirements for statistical significance

Phase 3: Execution

1. Run tests until reaching 90% statistical confidence
2. Document all test variants and results
3. Implement winning variations immediately
4. Stack successful changes incrementally

Technical Testing Requirements

For statistically valid results, Codling recommends:

• Minimum 80-90% confidence level for test conclusions
• Sufficient sample sizes based on effect size
• Clear isolation of variables being tested
• Proper tracking setup for accurate data collection

Practical Application Notes

Implementation Challenges

• Resource allocation for continuous testing
• Maintaining test isolation in complex systems
• Balancing speed with statistical validity
• Managing technical debt from rapid iterations

Risk Management

• State-based testing for major changes
• Gradual rollouts for pricing modifications
• Backup plans for failed tests
• Regular audit of test results and implementation

Action Items

1. Audit Current Testing Capabilities

• Document existing testing tools and processes
• Identify gaps in measurement capabilities
• Establish baseline metrics for key performance indicators

1. Implement ICE Framework

• Create standardized scoring template
• Train team on prioritization process
• Set up regular test planning sessions

1. Establish Testing Infrastructure

• Set up proper tracking and measurement tools
• Create test documentation templates
• Implement version control for all test variants

1. Develop Testing Calendar

• Schedule regular test planning sessions
• Allocate resources for continuous testing
• Plan for both quick wins and long-term tests

1. Build Testing Process

• Create standard operating procedures for tests
• Establish quality control checkpoints
• Define success metrics and measurement periods

Summary

Codling’s methodology demonstrates the power of systematic testing in growth marketing. The key to success lies not in individual tests but in the cumulative effect of continuous, data-driven optimization. By following a structured approach to test selection, prioritization, and implementation, organizations can achieve significant improvements across multiple performance metrics.

The framework’s strength lies in its scalability and adaptability to different business contexts, while its scientific approach ensures reliable results. However, successful implementation requires dedicated resources, proper infrastructure, and organizational commitment to data-driven decision-making.

Organizations adopting this methodology should focus on building robust testing capabilities, maintaining systematic documentation, and fostering a culture of continuous experimentation and learning.