Assumptions: 90 days, total test budget $20,000, target = new activated users (A) = signups who complete onboarding/first key action. Prioritization = high ROI, fast learn, measurable.
- Organic content/SEO (Priority 1)
- Budget: $3,000 (content + 4 articles, SEO audits)
- KPI: organic sessions → organic signups → activation rate
- Expected CAC: $10–25 (LTV-driven)
- Stop/Scale: Scale if activation CAC ≤ $30 and organic sessions growth >15% month-over-month. Stop only after 60 days if no traffic lift.
- Paid Search (Priority 2)
- Budget: $6,000
- KPI: Click-through → conversion rate → CAC per activated user
- Expected CAC: $40–80
- Stop/Scale: Pause keywords with CAC > $100 after 7–10 days / ≥200 clicks; scale budgets 2x on keywords with CAC ≤ $60 and conversion rate >3%.
- Social Ads (Meta + TikTok) (Priority 3)
- Budget: $6,000 (split 60/40)
- KPI: CPM, CTR, signup CVR, activation CVR
- Expected CAC: $50–120
- Stop/Scale: Stop creatives/adsets with CAC > $120 after 1k impressions or 50 clicks; scale winning creative if CAC ≤ $60 and activation CVR improves over 14 days.
- Referral / Early-adopter incentives (Priority 4)
- Budget: $2,000 (credits/referral rewards)
- KPI: referral invites per user, referral conversion → activation
- Expected CAC: $15–40 (net of reward)
- Stop/Scale: Scale if 10%+ of new users are referred and CAC ≤ $40; stop if referral rate <2% after 30 days.
- Partnerships / Co-marketing (Priority 5)
- Budget: $2,000 (outreach + joint webinar)
- KPI: partner-driven signups, activation rate
- Expected CAC: $30–70
- Stop/Scale: Continue partnerships that deliver ≥50 activated users and CAC ≤ $70 within 30 days; drop underperforming partners.
Execution cadence: weekly channel dashboards, 2-week sprints to iterate creative/landing pages, A/B test landing page and onboarding funnels to improve activation. Decision governance: PM + growth marketer review bi-weekly; reallocate remaining budget from stopped channels to best performers.
