Designing Interfaces

I like to begin design work by thinking about the things people want to do. I pull these out of thin air if I’m conceptualising something entirely new. I’ll reverse engineer them from similar products if I’m planning to build something similar. If I’m redesigning something then my goal is to collect points of friction. […]

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Leading Growth

I’ve been offered the opportunity to join a product that I use, as a partner. It’s an app that lets you compose threads on twitter. The product solves a specific problem and it delivers on its promise. It’s a small team and if i join I’d be leading the growth effort. The project is already […]

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Tripwires

When someone gives you their email in exchange for a lead magnet it is the beginning of a delicate relationship. You have permission to contact them again, but if spam them with irrelevant nonsense it’s game over. A tripwire has to be a fantastic deal for it to work. It must be an absolute no-brainer. […]

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Product Roadmaps

I’m working on a project where we just dump everything that needs to get done into one giant backlog. Every couple of weeks we go through the backlog and shortlist the most important stuff to work on next. The problem we’re having is no one can see the big picture. There is no shared understanding […]

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E-books Are Terrible Lead Magnets

A lead magnet is a highly actionable, specific piece of information. Its purpose is to guide someone to a small, but meaningful first victory. Let’s say you run a back pain clinic. A good lead magnet would be to get someone on the phone and have them do one exercise. Something specific, and then ask […]

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1000 Transactions

You need about 1000 transactions per month before it makes sense to invest in AB testing. A transaction can be anything you want to improve: a purchase, a page view, a download, a click, a new lead, a phone call, whatever you want to improve. For example, if you want to improve sign-ups to your […]

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AB testing for small businesses

AB testing is interesting because it promises objectivity. You run a test, one variation performs better, there is a winner and a loser, people’s opinions no longer matter, life is simple. But then comes the AA test… To set up an AA test you run a regular test but with the exact same website in […]

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Nothing else matters

This company called Marketing Experiments put together a formula for calculating the probability of conversion: Conversion = 4 motivation + 3 value prop + 2 (incentive – friction) – 2 anxiety It’s just a heuristic for the relative importance of different factors that go through people’s minds when they buy something. The point worth highlighting […]

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How do you define a dormant user?

Dormancy is based on inactivity around your core action for a set period of time. The time interval will be specific to the natural frequency of the problem your product helps people solve. Let’s say I run a publishing app that caters to people who publish content on a weekly basis. If a user stops […]

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Putting a tracking plan together

I’m working on a project at the moment where we’re shifting our analytics infrastructure. This is an opportunity to revisit the fundamentals and clear out any cruft in our tracking plan. I start with the most important question (what success means to the people that use our product) and then work backwards from there. For […]

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