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Avoid wasting time testing inconsequential stuff when growing a product
Traditionally, marketing focuses on acquisition as the main growth lever. The problem is if you don’t activate new customers, they’re unlikely to retain long-term. In SaaS businesses especially, if you don’t retain customers then you’re really just replacing a customer each month. You might be able to do it effectively for a few months. But…
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Email marketing laws
Good email practice boils down to setting clear expectations. If someone is on your list they should know exactly what they’re going to receive and why, who it’s coming from, and how often to expect it. If you send someone an email, and they don’t know why they got it, they can hit the spam…
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Landing page optimization
When I begin working on improving conversion for a landing page the starting point is always the value proposition. A company called Marketing Experiments put together a heuristic for calculating the probability of conversion: Conversion = 4 motivation + 3 value prop + 2 (incentive – friction) – 2 anxiety The single biggest factor here…
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User Retention Audit
Retention is a measure of how often someone comes back and uses your app after they first sign up. Here is a quick framework to measure and improve user retention. I’ve distilled everything I know about improving retention into 9 YES/NO questions.
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Customer discovery in the context of existing products
Customer discovery is the process of speaking to people to understand their problems so that you can uncover opportunities to improve your product.
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Josh Pitzalis 