Tactic 6: ROI Estimation & Business Impact Forecast
What it is:
Example Prompt:
Use GenAI to connect your experimentation efforts to business
Our experiment improved click-through rate
value. This tactic involves asking AI to help estimate the Return
from 4% to 5%. Calculate the potential ROI:
on Investment (ROI) or potential impact of a test (before or
baseline 1 million impressions/month,
after you run it), translate results into dollars or key business
conversion rate 10%, avg value $30. Include
KPIs, and even draft a business case for scaling a successful
assumptions and any risks.”
experiment or personalization. Essentially, AI helps quantify
“why this test matters” in financial or strategic terms.
How to use it:
Before running a test, you might supply the AI with assumptions (baseline conversion rate, traffic, average order value, etc.) and
have it project outcomes. For example: “If our new feature increases conversion by 5% (from 10% to 10.5%) on 100,000 monthly
visits with $50 average order, estimate the annual revenue lift and ROI if implementation cost is $20,000.” The AI can outline the
math and give a rough estimate (in this case, roughly $300k extra revenue/year). It will also list assumptions or factors (e.g.
“assuming traffic remains constant and the lift is sustained”). This turns abstract percentages into concrete value, supporting
prioritization decisions.
After an experiment, do the same to calculate realized impact: “Variant B won. Based on actual +2% absolute lift on conversion
(from 10% to 12%), what is the projected impact on quarterly revenue?” The AI will crunch the approximation and possibly
compare it to costs. Additionally, you can ask the AI to frame the results as an ROI narrative: “Help me write a brief for executives
on why this experiment’s result is important.” It might respond with: “This change is expected to drive an additional $X in sales
next quarter, a 20x return on the implementation investment, demonstrating the high ROI of data-driven experimentation.”
GenAI Quick-Win Playbook for Experimentation
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