alexey-marketing-skills

Original source / Raw SKILL.md

---
name: marketing-skills
description: TL;DR: 23 marketing playbooks (CRO, SEO, copy, analytics, experiments, pricing, launches, ads, social). Use to get checklists + copy/paste deliverables fast.
---

# Marketing Skills

## Summary

One installed skill containing 23 marketing modules. Pick the relevant module under `references/` to get practical checklists, frameworks, and copy/paste deliverables.

This skill vendors the full content from `coreyhaines31/marketingskills` under `references/` and provides a simple router to load the right module.

## How to use

1) Identify the module that matches the request.
2) Read the corresponding `references/<module>/SKILL.md` file.
3) Apply the framework and deliver practical outputs (drafts + checklists).

## Included modules (what each one does)

Each module lives at `references/<module>/SKILL.md`.

- `ab-test-setup`: plan and implement A/B tests
- `analytics-tracking`: set up tracking and measurement (GA4/GTM/events)
- `competitor-alternatives`: competitor comparison + alternatives / “vs” pages
- `copy-editing`: edit and polish existing copy
- `copywriting`: write or improve marketing copy (headlines, CTAs, page copy)
- `email-sequence`: build email sequences and drip campaigns
- `form-cro`: optimize lead capture and contact forms
- `free-tool-strategy`: plan engineering-as-marketing free tools (calculators, generators)
- `launch-strategy`: product launches and announcements
- `marketing-ideas`: idea bank for growth + marketing tactics
- `marketing-psychology`: mental models / cognitive biases for better persuasion
- `onboarding-cro`: improve activation and onboarding
- `page-cro`: conversion optimization for any marketing page
- `paid-ads`: create and optimize paid ad campaigns
- `paywall-upgrade-cro`: optimize in-app paywalls and upgrade screens
- `popup-cro`: create/optimize popups and modals
- `pricing-strategy`: pricing, packaging, and monetization
- `programmatic-seo`: build SEO pages at scale (templates + data)
- `referral-program`: design referral and affiliate programs
- `schema-markup`: add structured data and rich snippets
- `seo-audit`: audit technical and on-page SEO
- `signup-flow-cro`: optimize signup and registration flows
- `social-content`: create and schedule social media content

## Module router

Pick one of these modules and read the matching file:

- `references/page-cro/SKILL.md`
- `references/signup-flow-cro/SKILL.md`
- `references/onboarding-cro/SKILL.md`
- `references/form-cro/SKILL.md`
- `references/popup-cro/SKILL.md`
- `references/paywall-upgrade-cro/SKILL.md`
- `references/copywriting/SKILL.md`
- `references/copy-editing/SKILL.md`
- `references/email-sequence/SKILL.md`
- `references/social-content/SKILL.md`
- `references/analytics-tracking/SKILL.md`
- `references/ab-test-setup/SKILL.md`
- `references/seo-audit/SKILL.md`
- `references/programmatic-seo/SKILL.md`
- `references/schema-markup/SKILL.md`
- `references/competitor-alternatives/SKILL.md`
- `references/pricing-strategy/SKILL.md`
- `references/launch-strategy/SKILL.md`
- `references/paid-ads/SKILL.md`
- `references/referral-program/SKILL.md`
- `references/free-tool-strategy/SKILL.md`
- `references/marketing-ideas/SKILL.md`
- `references/marketing-psychology/SKILL.md`

## Output rules

- Prefer 80/20: biggest levers first.
- Never invent metrics or keyword volumes. If missing, label assumptions.
- When possible: include copy/paste drafts and an implementation checklist.


---

## Referenced Files

> The following files are referenced in this skill and included for context.

### references/page-cro/SKILL.md

```markdown
---
name: page-cro
description: When the user wants to optimize, improve, or increase conversions on any marketing page — including homepage, landing pages, pricing pages, feature pages, or blog posts. Also use when the user says "CRO," "conversion rate optimization," "this page isn't converting," "improve conversions," or "why isn't this page working." For signup/registration flows, see signup-flow-cro. For post-signup activation, see onboarding-cro. For forms outside of signup, see form-cro. For popups/modals, see popup-cro.
---

# Page Conversion Rate Optimization (CRO)

You are a conversion rate optimization expert. Your goal is to analyze marketing pages and provide actionable recommendations to improve conversion rates.

## Initial Assessment

Before providing recommendations, identify:

1. **Page Type**: What kind of page is this?
   - Homepage
   - Landing page (paid traffic, specific campaign)
   - Pricing page
   - Feature/product page
   - Blog post with CTA
   - About page
   - Other

2. **Primary Conversion Goal**: What's the one thing this page should get visitors to do?
   - Sign up / Start trial
   - Request demo
   - Purchase
   - Subscribe to newsletter
   - Download resource
   - Contact sales
   - Other

3. **Traffic Context**: If known, where are visitors coming from?
   - Organic search (what intent?)
   - Paid ads (what messaging?)
   - Social media
   - Email
   - Referral
   - Direct

## CRO Analysis Framework

Analyze the page across these dimensions, in order of impact:

### 1. Value Proposition Clarity (Highest Impact)

**Check for:**
- Can a visitor understand what this is and why they should care within 5 seconds?
- Is the primary benefit clear, specific, and differentiated?
- Does it address a real pain point or desire?
- Is it written in the customer's language (not company jargon)?

**Common issues:**
- Feature-focused instead of benefit-focused
- Too vague ("The best solution for your needs")
- Too clever (sacrificing clarity for creativity)
- Trying to say everything instead of the one most important thing

### 2. Headline Effectiveness

**Evaluate:**
- Does it communicate the core value proposition?
- Is it specific enough to be meaningful?
- Does it create curiosity or urgency without being clickbait?
- Does it match the traffic source's messaging (ad → landing page consistency)?

**Strong headline patterns:**
- Outcome-focused: "Get [desired outcome] without [pain point]"
- Specificity: Include numbers, timeframes, or concrete details
- Social proof baked in: "Join 10,000+ teams who..."
- Direct address of pain: "Tired of [specific problem]?"

### 3. CTA Placement, Copy, and Hierarchy

**Primary CTA assessment:**
- Is there one clear primary action?
- Is it visible without scrolling (above the fold)?
- Does the button copy communicate value, not just action?
  - Weak: "Submit," "Sign Up," "Learn More"
  - Strong: "Start Free Trial," "Get My Report," "See Pricing"
- Is there sufficient contrast and visual weight?

**CTA hierarchy:**
- Is there a logical primary vs. secondary CTA structure?
- Are CTAs repeated at key decision points (after benefits, after social proof, etc.)?
- Is the commitment level appropriate for the page stage?

### 4. Visual Hierarchy and Scannability

**Check:**
- Can someone scanning get the main message?
- Are the most important elements visually prominent?
- Is there clear information hierarchy (H1 → H2 → body)?
- Is there enough white space to let elements breathe?
- Do images support or distract from the message?

**Common issues:**
- Wall of text with no visual breaks
- Competing elements fighting for attention
- Important information buried below the fold
- Stock photos that add nothing

### 5. Trust Signals and Social Proof

**Types to look for:**
- Customer logos (especially recognizable ones)
- Testimonials (specific, attributed, with photos)
- Case study snippets with real numbers
- Review scores and counts
- Security badges (where relevant)
- "As seen in" media mentions
- Team/founder credibility

**Placement:**
- Near CTAs (to reduce friction at decision point)
- After benefit claims (to validate them)
- Throughout the page at natural break points

### 6. Objection Handling

**Identify likely objections for this page type:**
- Price/value concerns
- "Will this work for my situation?"
- Implementation difficulty
- Time to value
- Switching costs
- Trust/legitimacy concerns
- "What if it doesn't work?"

**Check if the page addresses these through:**
- FAQ sections
- Guarantee/refund policies
- Comparison content
- Feature explanations
- Process transparency

### 7. Friction Points

**Look for unnecessary friction:**
- Too many form fields
- Unclear next steps
- Confusing navigation
- Required information that shouldn't be required
- Broken or slow elements
- Mobile experience issues
- Long load times

## Output Format

Structure your recommendations as:

### Quick Wins (Implement Now)
Changes that are easy to make and likely to have immediate impact.

### High-Impact Changes (Prioritize)
Bigger changes that require more effort but will significantly improve conversions.

### Test Ideas
Hypotheses worth A/B testing rather than assuming.

### Copy Alternatives
For key elements (headlines, CTAs, value props), provide 2-3 alternative versions with rationale.

---

## Page-Specific Frameworks

### Homepage CRO

Homepages serve multiple audiences. Focus on:
- Clear positioning statement that works for cold visitors
- Quick path to most common conversion action
- Navigation that helps visitors self-select
- Handling both "ready to buy" and "still researching" visitors

### Landing Page CRO

Single-purpose pages. Focus on:
- Message match with traffic source
- Single CTA (remove navigation if possible)
- Complete argument on one page (minimize clicks to convert)
- Urgency/scarcity if genuine

### Pricing Page CRO

High-intent visitors. Focus on:
- Clear plan comparison
- Recommended plan indication
- Feature clarity (what's included/excluded)
- Addressing "which plan is right for me?" anxiety
- Easy path from pricing to checkout

### Feature Page CRO

Visitors researching specifics. Focus on:
- Connecting feature to benefit
- Use cases and examples
- Comparison to alternatives
- Clear CTA to try/buy

### Blog Post CRO

Content-to-conversion. Focus on:
- Contextual CTAs that match content topic
- Lead magnets related to article subject
- Inline CTAs at natural stopping points
- Exit-intent as backup

---

## Experiment Ideas by Page Type

### Homepage Experiments

**Hero Section**
- Test headline variations (specific vs. abstract, benefit vs. feature)
- Add or refine subheadline for clarity
- Include or exclude prominent CTA above the fold
- Test hero visual: screenshot vs. GIF vs. illustration vs. video
- A/B test CTA button colors for contrast
- Test different CTA button text ("Start Free Trial" vs. "Get Started" vs. "See Demo")
- Add interactive demo to engage visitors immediately

**Trust & Social Proof**
- Test placement of customer logos (hero vs. below fold)
- Showcase case studies or testimonials in hero section
- Add trust badges (security, compliance, awards)
- Test customer count or social proof in headline

**Features & Content**
- Highlight key features with icons and brief descriptions
- Test feature section order and prominence
- Add or remove secondary CTAs throughout page

**Navigation & UX**
- Add sticky navigation bar with persistent CTA
- Test navigation menu order (high-priority items at edges)
- Add prominent CTA button in nav bar
- Live chat widget vs. AI chatbot for instant support
- Optimize footer for clarity and secondary conversions

---

### Pricing Page Experiments

**Price Presentation**
- Highlight annual billing discounts vs. show monthly only vs. show both
- Test different pricing points ($99 vs. $100 vs. $97)
- Add "Most Popular" or "Recommended" badge to target plan
- Experiment with number of visible tiers (3 vs. 4 vs. 2)
- Use price anchoring strategically

**Pricing UX**
- Add pricing calculator for complex/usage-based pricing
- Turn complex pricing table into guided multistep form
- Test feature comparison table formats
- Add toggle for monthly/annual with savings highlighted
- Test "Contact Sales" vs. showing enterprise pricing

**Objection Handling**
- Add FAQ section addressing common pricing objections
- Include ROI calculator or value demonstration
- Add money-back guarantee prominently
- Show price-per-user breakdowns for team plans
- Include "What's included" clarity for each tier

**Trust Signals**
- Add testimonials specific to pricing/value
- Show customer logos near pricing
- Display review scores from G2/Capterra

---

### Demo Request Page Experiments

**Form Optimization**
- Simplify demo request form (fewer fields)
- Test multi-step form with progress bar vs. single-step
- Test form placement: above fold vs. after content
- Add or remove phone number field
- Use field enrichment to hide known fields

**Page Content**
- Optimize demo page content with benefits above form
- Add product video or GIF showing demo experience
- Include "What You'll Learn" section
- Add customer testimonials near form
- Address common objections in FAQ

**CTA & Routing**
- Test demo button CTAs ("Book Your Demo" vs. "Schedule 15-Min Call")
- Offer on-demand demo alongside live option
- Personalize demo page messaging based on visitor data
- Remove navigation to reduce distractions
- Optimize routing: calendar link for qualified, self-serve for others

---

### Resource/Blog Page Experiments

**Content CTAs**
- Add floating or sticky CTAs on blog posts
- Test inline CTAs within content vs. end-of-post only
- Show estimated reading time
- Add related resources at end of article
- Test gated vs. free content strategies

**Resource Section**
- Optimize resource section navigation and filtering
- Add search functionality
- Highlight featured or popular resources
- Test grid vs. list view layouts
- Create resource bundles by topic

---

## Questions to Ask the User

If you need more context, ask:

1. What's your current conversion rate and goal?
2. Where is traffic coming from?
3. What does your signup/purchase flow look like after this page?
4. Do you have any user research, heatmaps, or session recordings?
5. What have you already tried?

---

## Related Skills

- **signup-flow-cro**: If the issue is in the signup process itself, not the page leading to it
- **form-cro**: If forms on the page need optimization
- **popup-cro**: If considering popups as part of the conversion strategy
- **copywriting**: If the page needs a complete copy rewrite rather than CRO tweaks
- **ab-test-setup**: To properly test recommended changes

```

### references/signup-flow-cro/SKILL.md

```markdown
---
name: signup-flow-cro
description: When the user wants to optimize signup, registration, account creation, or trial activation flows. Also use when the user mentions "signup conversions," "registration friction," "signup form optimization," "free trial signup," "reduce signup dropoff," or "account creation flow." For post-signup onboarding, see onboarding-cro. For lead capture forms (not account creation), see form-cro.
---

# Signup Flow CRO

You are an expert in optimizing signup and registration flows. Your goal is to reduce friction, increase completion rates, and set users up for successful activation.

## Initial Assessment

Before providing recommendations, understand:

1. **Flow Type**
   - Free trial signup
   - Freemium account creation
   - Paid account creation
   - Waitlist/early access signup
   - B2B vs B2C

2. **Current State**
   - How many steps/screens?
   - What fields are required?
   - What's the current completion rate?
   - Where do users drop off?

3. **Business Constraints**
   - What data is genuinely needed at signup?
   - Are there compliance requirements?
   - What happens immediately after signup?

---

## Core Principles

### 1. Minimize Required Fields
Every field reduces conversion. For each field, ask:
- Do we absolutely need this before they can use the product?
- Can we collect this later through progressive profiling?
- Can we infer this from other data?

**Typical field priority:**
- Essential: Email (or phone), Password
- Often needed: Name
- Usually deferrable: Company, Role, Team size, Phone, Address

### 2. Show Value Before Asking for Commitment
- What can you show/give before requiring signup?
- Can they experience the product before creating an account?
- Reverse the order: value first, signup second

### 3. Reduce Perceived Effort
- Show progress if multi-step
- Group related fields
- Use smart defaults
- Pre-fill when possible

### 4. Remove Uncertainty
- Clear expectations ("Takes 30 seconds")
- Show what happens after signup
- No surprises (hidden requirements, unexpected steps)

---

## Field-by-Field Optimization

### Email Field
- Single field (no email confirmation field)
- Inline validation for format
- Check for common typos (gmial.com → gmail.com)
- Clear error messages

### Password Field
- Show password toggle (eye icon)
- Show requirements upfront, not after failure
- Consider passphrase hints for strength
- Update requirement indicators in real-time

**Better password UX:**
- Allow paste (don't disable)
- Show strength meter instead of rigid rules
- Consider passwordless options

### Name Field
- Single "Full name" field vs. First/Last split (test this)
- Only require if immediately used (personalization)
- Consider making optional

### Social Auth Options
- Place prominently (often higher conversion than email)
- Show most relevant options for your audience
  - B2C: Google, Apple, Facebook
  - B2B: Google, Microsoft, SSO
- Clear visual separation from email signup
- Consider "Sign up with Google" as primary

### Phone Number
- Defer unless essential (SMS verification, calling leads)
- If required, explain why
- Use proper input type with country code handling
- Format as they type

### Company/Organization
- Defer if possible
- Auto-suggest as they type
- Infer from email domain when possible

### Use Case / Role Questions
- Defer to onboarding if possible
- If needed at signup, keep to one question
- Use progressive disclosure (don't show all options at once)

---

## Single-Step vs. Multi-Step

### Single-Step Works When:
- 3 or fewer fields
- Simple B2C products
- High-intent visitors (from ads, waitlist)

### Multi-Step Works When:
- More than 3-4 fields needed
- Complex B2B products needing segmentation
- You need to collect different types of info

### Multi-Step Best Practices
- Show progress indicator
- Lead with easy questions (name, email)
- Put harder questions later (after psychological commitment)
- Each step should feel completable in seconds
- Allow back navigation
- Save progress (don't lose data on refresh)

**Progressive commitment pattern:**
1. Email only (lowest barrier)
2. Password + name
3. Customization questions (optional)

---

## Trust and Friction Reduction

### At the Form Level
- "No credit card required" (if true)
- "Free forever" or "14-day free trial"
- Privacy note: "We'll never share your email"
- Security badges if relevant
- Testimonial near signup form

### Error Handling
- Inline validation (not just on submit)
- Specific error messages ("Email already registered" + recovery path)
- Don't clear the form on error
- Focus on the problem field

### Microcopy
- Placeholder text: Use for examples, not labels
- Labels: Always visible (not just placeholders)
- Help text: Only when needed, placed close to field

---

## Mobile Signup Optimization

- Larger touch targets (44px+ height)
- Appropriate keyboard types (email, tel, etc.)
- Autofill support
- Reduce typing (social auth, pre-fill)
- Single column layout
- Sticky CTA button
- Test with actual devices

---

## Post-Submit Experience

### Success State
- Clear confirmation
- Immediate next step
- If email verification required:
  - Explain what to do
  - Easy resend option
  - Check spam reminder
  - Option to change email if wrong

### Verification Flows
- Consider delaying verification until necessary
- Magic link as alternative to password
- Let users explore while awaiting verification
- Clear re-engagement if verification stalls

---

## Measurement

### Key Metrics
- Form start rate (landed → started filling)
- Form completion rate (started → submitted)
- Field-level drop-off (which fields lose people)
- Time to complete
- Error rate by field
- Mobile vs. desktop completion

### What to Track
- Each field interaction (focus, blur, error)
- Step progression in multi-step
- Social auth vs. email signup ratio
- Time between steps

---

## Output Format

### Audit Findings
For each issue found:
- **Issue**: What's wrong
- **Impact**: Why it matters (with estimated impact if possible)
- **Fix**: Specific recommendation
- **Priority**: High/Medium/Low

### Recommended Changes
Organized by:
1. Quick wins (same-day fixes)
2. High-impact changes (week-level effort)
3. Test hypotheses (things to A/B test)

### Form Redesign (if requested)
- Recommended field set with rationale
- Field order
- Copy for labels, placeholders, buttons, errors
- Visual layout suggestions

---

## Common Signup Flow Patterns

### B2B SaaS Trial
1. Email + Password (or Google auth)
2. Name + Company (optional: role)
3. → Onboarding flow

### B2C App
1. Google/Apple auth OR Email
2. → Product experience
3. Profile completion later

### Waitlist/Early Access
1. Email only
2. Optional: Role/use case question
3. → Waitlist confirmation

### E-commerce Account
1. Guest checkout as default
2. Account creation optional post-purchase
3. OR Social auth with single click

---

## Experiment Ideas

### Form Design Experiments

**Layout & Structure**
- Single-step vs. multi-step signup flow
- Multi-step with progress bar vs. without
- 1-column vs. 2-column field layout
- Form embedded on page vs. separate signup page
- Horizontal vs. vertical field alignment

**Field Optimization**
- Reduce to minimum fields (email + password only)
- Add or remove phone number field
- Single "Name" field vs. "First/Last" split
- Add or remove company/organization field
- Test required vs. optional field balance

**Authentication Options**
- Add SSO options (Google, Microsoft, GitHub, LinkedIn)
- SSO prominent vs. email form prominent
- Test which SSO options resonate (varies by audience)
- SSO-only vs. SSO + email option

**Visual Design**
- Test button colors and sizes for CTA prominence
- Plain background vs. product-related visuals
- Test form container styling (card vs. minimal)
- Mobile-optimized layout testing

---

### Copy & Messaging Experiments

**Headlines & CTAs**
- Test headline variations above signup form
- CTA button text: "Create Account" vs. "Start Free Trial" vs. "Get Started"
- Add clarity around trial length in CTA
- Test value proposition emphasis in form header

**Microcopy**
- Field labels: minimal vs. descriptive
- Placeholder text optimization
- Error message clarity and tone
- Password requirement display (upfront vs. on error)

**Trust Elements**
- Add social proof next to signup form
- Test trust badges near form (security, compliance)
- Add "No credit card required" messaging
- Include privacy assurance copy

---

### Trial & Commitment Experiments

**Free Trial Variations**
- Credit card required vs. not required for trial
- Test trial length impact (7 vs. 14 vs. 30 days)
- Freemium vs. free trial model
- Trial with limited features vs. full access

**Friction Points**
- Email verification required vs. delayed vs. removed
- Test CAPTCHA impact on completion
- Terms acceptance checkbox vs. implicit acceptance
- Phone verification for high-value accounts

---

### Post-Submit Experiments

- Clear next steps messaging after signup
- Instant product access vs. email confirmation first
- Personalized welcome message based on signup data
- Auto-login after signup vs. require login

---

## Questions to Ask

If you need more context:
1. What's your current signup completion rate?
2. Do you have field-level analytics on drop-off?
3. What data is absolutely required before they can use the product?
4. Are there compliance or verification requirements?
5. What happens immediately after signup?

---

## Related Skills

- **onboarding-cro**: For optimizing what happens after signup
- **form-cro**: For non-signup forms (lead capture, contact)
- **page-cro**: For the landing page leading to signup
- **ab-test-setup**: For testing signup flow changes

```

### references/onboarding-cro/SKILL.md

```markdown
---
name: onboarding-cro
description: When the user wants to optimize post-signup onboarding, user activation, first-run experience, or time-to-value. Also use when the user mentions "onboarding flow," "activation rate," "user activation," "first-run experience," "empty states," "onboarding checklist," "aha moment," or "new user experience." For signup/registration optimization, see signup-flow-cro. For ongoing email sequences, see email-sequence.
---

# Onboarding CRO

You are an expert in user onboarding and activation. Your goal is to help users reach their "aha moment" as quickly as possible and establish habits that lead to long-term retention.

## Initial Assessment

Before providing recommendations, understand:

1. **Product Context**
   - What type of product? (SaaS tool, marketplace, app, etc.)
   - B2B or B2C?
   - What's the core value proposition?

2. **Activation Definition**
   - What's the "aha moment" for your product?
   - What action indicates a user "gets it"?
   - What's your current activation rate?

3. **Current State**
   - What happens immediately after signup?
   - Is there an existing onboarding flow?
   - Where do users currently drop off?

---

## Core Principles

### 1. Time-to-Value Is Everything
- How quickly can someone experience the core value?
- Remove every step between signup and that moment
- Consider: Can they experience value BEFORE signup?

### 2. One Goal Per Session
- Don't try to teach everything at once
- Focus first session on one successful outcome
- Save advanced features for later

### 3. Do, Don't Show
- Interactive > Tutorial
- Doing the thing > Learning about the thing
- Show UI in context of real tasks

### 4. Progress Creates Motivation
- Show advancement
- Celebrate completions
- Make the path visible

---

## Defining Activation

### Find Your Aha Moment
The action that correlates most strongly with retention:
- What do retained users do that churned users don't?
- What's the earliest indicator of future engagement?
- What action demonstrates they "got it"?

**Examples by product type:**
- Project management: Create first project + add team member
- Analytics: Install tracking + see first report
- Design tool: Create first design + export/share
- Collaboration: Invite first teammate
- Marketplace: Complete first transaction

### Activation Metrics
- % of signups who reach activation
- Time to activation
- Steps to activation
- Activation by cohort/source

---

## Onboarding Flow Design

### Immediate Post-Signup (First 30 Seconds)

**Options:**
1. **Product-first**: Drop directly into product
   - Best for: Simple products, B2C, mobile apps
   - Risk: Blank slate overwhelm

2. **Guided setup**: Short wizard to configure
   - Best for: Products needing personalization
   - Risk: Adds friction before value

3. **Value-first**: Show outcome immediately
   - Best for: Products with demo data or samples
   - Risk: May not feel "real"

**Whatever you choose:**
- Clear single next action
- No dead ends
- Progress indication if multi-step

### Onboarding Checklist Pattern

**When to use:**
- Multiple setup steps required
- Product has several features to discover
- Self-serve B2B products

**Best practices:**
- 3-7 items (not overwhelming)
- Order by value (most impactful first)
- Start with quick wins
- Progress bar/completion %
- Celebration on completion
- Dismiss option (don't trap users)

**Checklist item structure:**
- Clear action verb
- Benefit hint
- Estimated time
- Quick-start capability

Example:
```
☐ Connect your first data source (2 min)
  Get real-time insights from your existing tools
  [Connect Now]
```

### Empty States

Empty states are onboarding opportunities, not dead ends.

**Good empty state:**
- Explains what this area is for
- Shows what it looks like with data
- Clear primary action to add first item
- Optional: Pre-populate with example data

**Structure:**
1. Illustration or preview
2. Brief explanation of value
3. Primary CTA to add first item
4. Optional: Secondary action (import, template)

### Tooltips and Guided Tours

**When to use:**
- Complex UI that benefits from orientation
- Features that aren't self-evident
- Power features users might miss

**When to avoid:**
- Simple, intuitive interfaces
- Mobile apps (limited screen space)
- When they interrupt important flows

**Best practices:**
- Max 3-5 steps per tour
- Point to actual UI elements
- Dismissable at any time
- Don't repeat for returning users
- Consider user-initiated tours

### Progress Indicators

**Types:**
- Checklist (discrete tasks)
- Progress bar (% complete)
- Level/stage indicator
- Profile completeness

**Best practices:**
- Show early progress (start at 20%, not 0%)
- Quick early wins (first items easy to complete)
- Clear benefit of completing
- Don't block features behind completion

---

## Multi-Channel Onboarding

### Email + In-App Coordination

**Trigger-based emails:**
- Welcome email (immediate)
- Incomplete onboarding (24h, 72h)
- Activation achieved (celebration + next step)
- Feature discovery (days 3, 7, 14)
- Stalled user re-engagement

**Email should:**
- Reinforce in-app actions
- Not duplicate in-app messaging
- Drive back to product with specific CTA
- Be personalized based on actions taken

### Push Notifications (Mobile)

- Permission timing is critical (not immediately)
- Clear value proposition for enabling
- Reserve for genuine value moments
- Re-engagement for stalled users

---

## Engagement Loops

### Building Habits
- What regular action should users take?
- What trigger can prompt return?
- What reward reinforces the behavior?

**Loop structure:**
Trigger → Action → Variable Reward → Investment

**Examples:**
- Trigger: Email digest of activity
- Action: Log in to respond
- Reward: Social engagement, progress, achievement
- Investment: Add more data, connections, content

### Milestone Celebrations
- Acknowledge meaningful achievements
- Show progress relative to journey
- Suggest next milestone
- Shareable moments (social proof generation)

---

## Handling Stalled Users

### Detection
- Define "stalled" criteria (X days inactive, incomplete setup)
- Monitor at cohort level
- Track recovery rate

### Re-engagement Tactics
1. **Email sequence for incomplete onboarding**
   - Reminder of value proposition
   - Address common blockers
   - Offer help/demo/call
   - Deadline/urgency if appropriate

2. **In-app recovery**
   - Welcome back message
   - Pick up where they left off
   - Simplified path to activation

3. **Human touch**
   - For high-value accounts: personal outreach
   - Offer live walkthrough
   - Ask what's blocking them

---

## Measurement

### Key Metrics
- **Activation rate**: % reaching activation event
- **Time to activation**: How long to first value
- **Onboarding completion**: % completing setup
- **Day 1/7/30 retention**: Return rate by timeframe
- **Feature adoption**: Which features get used

### Funnel Analysis
Track drop-off at each step:
```
Signup → Step 1 → Step 2 → Activation → Retention
100%      80%       60%       40%         25%
```

Identify biggest drops and focus there.

---

## Output Format

### Onboarding Audit
For each issue:
- **Finding**: What's happening
- **Impact**: Why it matters
- **Recommendation**: Specific fix
- **Priority**: High/Medium/Low

### Onboarding Flow Design
- **Activation goal**: What they should achieve
- **Step-by-step flow**: Each screen/state
- **Checklist items**: If applicable
- **Empty states**: Copy and CTA
- **Email sequence**: Triggers and content
- **Metrics plan**: What to measure

### Copy Deliverables
- Welcome screen copy
- Checklist items with microcopy
- Empty state copy
- Tooltip content
- Email sequence copy
- Milestone celebration copy

---

## Common Patterns by Product Type

### B2B SaaS Tool
1. Short setup wizard (use case selection)
2. First value-generating action
3. Team invitation prompt
4. Checklist for deeper setup

### Marketplace/Platform
1. Complete profile
2. First search/browse
3. First transaction
4. Repeat engagement loop

### Mobile App
1. Permission requests (strategic timing)
2. Quick win in first session
3. Push notification setup
4. Habit loop establishment

### Content/Social Platform
1. Follow/customize feed
2. First content consumption
3. First content creation
4. Social connection/engagement

---

## Experiment Ideas

### Flow Simplification Experiments

**Reduce Friction**
- Add or remove email verification during onboarding
- Test empty states vs. pre-populated dummy data
- Provide pre-filled templates to accelerate setup
- Add OAuth options for faster account linking
- Reduce number of required onboarding steps

**Step Sequencing**
- Test different ordering of onboarding steps
- Lead with highest-value features first
- Move friction-heavy steps later in flow
- Test required vs. optional step balance

**Progress & Motivation**
- Add progress bars or completion percentages
- Test onboarding checklists (3-5 items vs. 5-7 items)
- Gamify milestones with badges or rewards
- Show "X% complete" messaging

---

### Guided Experience Experiments

**Product Tours**
- Add interactive product tours (Navattic, Storylane)
- Test tooltip-based guidance vs. modal walkthroughs
- Video tutorials for complex workflows
- Self-paced vs. guided tour options

**CTA Optimization**
- Test CTA text variations during onboarding
- Test CTA placement within onboarding screens
- Add in-app tooltips for advanced features
- Sticky CTAs that persist during onboarding

---

### Personalization Experiments

**User Segmentation**
- Segment users by role to show relevant features
- Segment by goal to customize onboarding path
- Create role-specific dashboards
- Ask use-case question to personalize flow

**Dynamic Content**
- Personalized welcome messages
- Industry-specific examples and templates
- Dynamic feature recommendations based on answers

---

### Quick Wins & Engagement Experiments

**Time-to-Value**
- Highlight quick wins early ("Complete your first X")
- Show success messages after key actions
- Display progress celebrations at milestones
- Suggest next steps after each completion

**Support & Help**
- Offer free onboarding calls for complex products
- Add contextual help throughout onboarding
- Test chat support availability during onboarding
- Proactive outreach for stuck users

---

### Email & Multi-Channel Experiments

**Onboarding Emails**
- Personalized welcome email from founder
- Behavior-based emails (triggered by actions/inactions)
- Test email timing and frequency
- Include quick tips and video content

**Feedback Loops**
- Add NPS survey during onboarding
- Ask "What's blocking you?" for incomplete users
- Follow-up based on NPS score

---

## Questions to Ask

If you need more context:
1. What action most correlates with retention?
2. What happens immediately after signup?
3. Where do users currently drop off?
4. What's your activation rate target?
5. Do you have cohort analysis on successful vs. churned users?

---

## Related Skills

- **signup-flow-cro**: For optimizing the signup before onboarding
- **email-sequence**: For onboarding email series
- **paywall-upgrade-cro**: For converting to paid during/after onboarding
- **ab-test-setup**: For testing onboarding changes

```

### references/form-cro/SKILL.md

```markdown
---
name: form-cro
description: When the user wants to optimize any form that is NOT signup/registration — including lead capture forms, contact forms, demo request forms, application forms, survey forms, or checkout forms. Also use when the user mentions "form optimization," "lead form conversions," "form friction," "form fields," "form completion rate," or "contact form." For signup/registration forms, see signup-flow-cro. For popups containing forms, see popup-cro.
---

# Form CRO

You are an expert in form optimization. Your goal is to maximize form completion rates while capturing the data that matters.

## Initial Assessment

Before providing recommendations, identify:

1. **Form Type**
   - Lead capture (gated content, newsletter)
   - Contact form
   - Demo/sales request
   - Application form
   - Survey/feedback
   - Checkout form
   - Quote request

2. **Current State**
   - How many fields?
   - What's the current completion rate?
   - Mobile vs. desktop split?
   - Where do users abandon?

3. **Business Context**
   - What happens with form submissions?
   - Which fields are actually used in follow-up?
   - Are there compliance/legal requirements?

---

## Core Principles

### 1. Every Field Has a Cost
Each field reduces completion rate. Rule of thumb:
- 3 fields: Baseline
- 4-6 fields: 10-25% reduction
- 7+ fields: 25-50%+ reduction

For each field, ask:
- Is this absolutely necessary before we can help them?
- Can we get this information another way?
- Can we ask this later?

### 2. Value Must Exceed Effort
- Clear value proposition above form
- Make what they get obvious
- Reduce perceived effort (field count, labels)

### 3. Reduce Cognitive Load
- One question per field
- Clear, conversational labels
- Logical grouping and order
- Smart defaults where possible

---

## Field-by-Field Optimization

### Email Field
- Single field, no confirmation
- Inline validation
- Typo detection (did you mean gmail.com?)
- Proper mobile keyboard

### Name Fields
- Single "Name" vs. First/Last — test this
- Single field reduces friction
- Split needed only if personalization requires it

### Phone Number
- Make optional if possible
- If required, explain why
- Auto-format as they type
- Country code handling

### Company/Organization
- Auto-suggest for faster entry
- Enrichment after submission (Clearbit, etc.)
- Consider inferring from email domain

### Job Title/Role
- Dropdown if categories matter
- Free text if wide variation
- Consider making optional

### Message/Comments (Free Text)
- Make optional
- Reasonable character guidance
- Expand on focus

### Dropdown Selects
- "Select one..." placeholder
- Searchable if many options
- Consider radio buttons if < 5 options
- "Other" option with text field

### Checkboxes (Multi-select)
- Clear, parallel labels
- Reasonable number of options
- Consider "Select all that apply" instruction

---

## Form Layout Optimization

### Field Order
1. Start with easiest fields (name, email)
2. Build commitment before asking more
3. Sensitive fields last (phone, company size)
4. Logical grouping if many fields

### Labels and Placeholders
- Labels: Always visible (not just placeholder)
- Placeholders: Examples, not labels
- Help text: Only when genuinely helpful

**Good:**
```
Email
[[email protected]]
```

**Bad:**
```
[Enter your email address]  ← Disappears on focus
```

### Visual Design
- Sufficient spacing between fields
- Clear visual hierarchy
- CTA button stands out
- Mobile-friendly tap targets (44px+)

### Single Column vs. Multi-Column
- Single column: Higher completion, mobile-friendly
- Multi-column: Only for short related fields (First/Last name)
- When in doubt, single column

---

## Multi-Step Forms

### When to Use Multi-Step
- More than 5-6 fields
- Logically distinct sections
- Conditional paths based on answers
- Complex forms (applications, quotes)

### Multi-Step Best Practices
- Progress indicator (step X of Y)
- Start with easy, end with sensitive
- One topic per step
- Allow back navigation
- Save progress (don't lose data on refresh)
- Clear indication of required vs. optional

### Progressive Commitment Pattern
1. Low-friction start (just email)
2. More detail (name, company)
3. Qualifying questions
4. Contact preferences

---

## Error Handling

### Inline Validation
- Validate as they move to next field
- Don't validate too aggressively while typing
- Clear visual indicators (green check, red border)

### Error Messages
- Specific to the problem
- Suggest how to fix
- Positioned near the field
- Don't clear their input

**Good:** "Please enter a valid email address (e.g., [email protected])"
**Bad:** "Invalid input"

### On Submit
- Focus on first error field
- Summarize errors if multiple
- Preserve all entered data
- Don't clear form on error

---

## Submit Button Optimization

### Button Copy
Weak: "Submit" | "Send"
Strong: "[Action] + [What they get]"

Examples:
- "Get My Free Quote"
- "Download the Guide"
- "Request Demo"
- "Send Message"
- "Start Free Trial"

### Button Placement
- Immediately after last field
- Left-aligned with fields
- Sufficient size and contrast
- Mobile: Sticky or clearly visible

### Post-Submit States
- Loading state (disable button, show spinner)
- Success confirmation (clear next steps)
- Error handling (clear message, focus on issue)

---

## Trust and Friction Reduction

### Near the Form
- Privacy statement: "We'll never share your info"
- Security badges if collecting sensitive data
- Testimonial or social proof
- Expected response time

### Reducing Perceived Effort
- "Takes 30 seconds"
- Field count indicator
- Remove visual clutter
- Generous white space

### Addressing Objections
- "No spam, unsubscribe anytime"
- "We won't share your number"
- "No credit card required"

---

## Form Types: Specific Guidance

### Lead Capture (Gated Content)
- Minimum viable fields (often just email)
- Clear value proposition for what they get
- Consider asking enrichment questions post-download
- Test email-only vs. email + name

### Contact Form
- Essential: Email/Name + Message
- Phone optional
- Set response time expectations
- Offer alternatives (chat, phone)

### Demo Request
- Name, Email, Company required
- Phone: Optional with "preferred contact" choice
- Use case/goal question helps personalize
- Calendar embed can increase show rate

### Quote/Estimate Request
- Multi-step often works well
- Start with easy questions
- Technical details later
- Save progress for complex forms

### Survey Forms
- Progress bar essential
- One question per screen for engagement
- Skip logic for relevance
- Consider incentive for completion

---

## Mobile Optimization

- Larger touch targets (44px minimum height)
- Appropriate keyboard types (email, tel, number)
- Autofill support
- Single column only
- Sticky submit button
- Minimal typing (dropdowns, buttons)

---

## Measurement

### Key Metrics
- **Form start rate**: Page views → Started form
- **Completion rate**: Started → Submitted
- **Field drop-off**: Which fields lose people
- **Error rate**: By field
- **Time to complete**: Total and by field
- **Mobile vs. desktop**: Completion by device

### What to Track
- Form views
- First field focus
- Each field completion
- Errors by field
- Submit attempts
- Successful submissions

---

## Output Format

### Form Audit
For each issue:
- **Issue**: What's wrong
- **Impact**: Estimated effect on conversions
- **Fix**: Specific recommendation
- **Priority**: High/Medium/Low

### Recommended Form Design
- **Required fields**: Justified list
- **Optional fields**: With rationale
- **Field order**: Recommended sequence
- **Copy**: Labels, placeholders, button
- **Error messages**: For each field
- **Layout**: Visual guidance

### Test Hypotheses
Ideas to A/B test with expected outcomes

---

## Experiment Ideas

### Form Structure Experiments

**Layout & Flow**
- Single-step form vs. multi-step with progress bar
- 1-column vs. 2-column field layout
- Form embedded on page vs. separate page
- Vertical vs. horizontal field alignment
- Form above fold vs. after content

**Field Optimization**
- Reduce to minimum viable fields
- Add or remove phone number field
- Add or remove company/organization field
- Test required vs. optional field balance
- Use field enrichment to auto-fill known data
- Hide fields for returning/known visitors

**Smart Forms**
- Add real-time validation for emails and phone numbers
- Progressive profiling (ask more over time)
- Conditional fields based on earlier answers
- Auto-suggest for company names

---

### Copy & Design Experiments

**Labels & Microcopy**
- Test field label clarity and length
- Placeholder text optimization
- Help text: show vs. hide vs. on-hover
- Error message tone (friendly vs. direct)

**CTAs & Buttons**
- Button text variations ("Submit" vs. "Get My Quote" vs. specific action)
- Button color and size testing
- Button placement relative to fields

**Trust Elements**
- Add privacy assurance near form
- Show trust badges next to submit
- Add testimonial near form
- Display expected response time

---

### Form Type-Specific Experiments

**Demo Request Forms**
- Test with/without phone number requirement
- Add "preferred contact method" choice
- Include "What's your biggest challenge?" question
- Test calendar embed vs. form submission

**Lead Capture Forms**
- Email-only vs. email + name
- Test value proposition messaging above form
- Gated vs. ungated content strategies
- Post-submission enrichment questions

**Contact Forms**
- Add department/topic routing dropdown
- Test with/without message field requirement
- Show alternative contact methods (chat, phone)
- Expected response time messaging

---

### Mobile & UX Experiments

- Larger touch targets for mobile
- Test appropriate keyboard types by field
- Sticky submit button on mobile
- Auto-focus first field on page load
- Test form container styling (card vs. minimal)

---

## Questions to Ask

If you need more context:
1. What's your current form completion rate?
2. Do you have field-level analytics?
3. What happens with the data after submission?
4. Which fields are actually used in follow-up?
5. Are there compliance/legal requirements?
6. What's the mobile vs. desktop split?

---

## Related Skills

- **signup-flow-cro**: For account creation forms
- **popup-cro**: For forms inside popups/modals
- **page-cro**: For the page containing the form
- **ab-test-setup**: For testing form changes

```

### references/popup-cro/SKILL.md

```markdown
---
name: popup-cro
description: When the user wants to create or optimize popups, modals, overlays, slide-ins, or banners for conversion purposes. Also use when the user mentions "exit intent," "popup conversions," "modal optimization," "lead capture popup," "email popup," "announcement banner," or "overlay." For forms outside of popups, see form-cro. For general page conversion optimization, see page-cro.
---

# Popup CRO

You are an expert in popup and modal optimization. Your goal is to create popups that convert without annoying users or damaging brand perception.

## Initial Assessment

Before providing recommendations, understand:

1. **Popup Purpose**
   - Email/newsletter capture
   - Lead magnet delivery
   - Discount/promotion
   - Announcement
   - Exit intent save
   - Feature promotion
   - Feedback/survey

2. **Current State**
   - Existing popup performance?
   - What triggers are used?
   - User complaints or feedback?
   - Mobile experience?

3. **Traffic Context**
   - Traffic sources (paid, organic, direct)
   - New vs. returning visitors
   - Page types where shown

---

## Core Principles

### 1. Timing Is Everything
- Too early = annoying interruption
- Too late = missed opportunity
- Right time = helpful offer at moment of need

### 2. Value Must Be Obvious
- Clear, immediate benefit
- Relevant to page context
- Worth the interruption

### 3. Respect the User
- Easy to dismiss
- Don't trap or trick
- Remember preferences
- Don't ruin the experience

---

## Trigger Strategies

### Time-Based
- **Not recommended**: "Show after 5 seconds"
- **Better**: "Show after 30-60 seconds" (proven engagement)
- Best for: General site visitors

### Scroll-Based
- **Typical**: 25-50% scroll depth
- Indicates: Content engagement
- Best for: Blog posts, long-form content
- Example: "You're halfway through—get more like this"

### Exit Intent
- Detects cursor moving to close/leave
- Last chance to capture value
- Best for: E-commerce, lead gen
- Mobile alternative: Back button or scroll up

### Click-Triggered
- User initiates (clicks button/link)
- Zero annoyance factor
- Best for: Lead magnets, gated content, demos
- Example: "Download PDF" → Popup form

### Page Count / Session-Based
- After visiting X pages
- Indicates research/comparison behavior
- Best for: Multi-page journeys
- Example: "Been comparing? Here's a summary..."

### Behavior-Based
- Add to cart abandonment
- Pricing page visitors
- Repeat page visits
- Best for: High-intent segments

---

## Popup Types

### Email Capture Popup
**Goal**: Newsletter/list subscription

**Best practices:**
- Clear value prop (not just "Subscribe")
- Specific benefit of subscribing
- Single field (email only)
- Consider incentive (discount, content)

**Copy structure:**
- Headline: Benefit or curiosity hook
- Subhead: What they get, how often
- CTA: Specific action ("Get Weekly Tips")

### Lead Magnet Popup
**Goal**: Exchange content for email

**Best practices:**
- Show what they get (cover image, preview)
- Specific, tangible promise
- Minimal fields (email, maybe name)
- Instant delivery expectation

### Discount/Promotion Popup
**Goal**: First purchase or conversion

**Best practices:**
- Clear discount (10%, $20, free shipping)
- Deadline creates urgency
- Single use per visitor
- Easy to apply code

### Exit Intent Popup
**Goal**: Last-chance conversion

**Best practices:**
- Acknowledge they're leaving
- Different offer than entry popup
- Address common objections
- Final compelling reason to stay

**Formats:**
- "Wait! Before you go..."
- "Forget something?"
- "Get 10% off your first order"
- "Questions? Chat with us"

### Announcement Banner
**Goal**: Site-wide communication

**Best practices:**
- Top of page (sticky or static)
- Single, clear message
- Dismissable
- Links to more info
- Time-limited (don't leave forever)

### Slide-In
**Goal**: Less intrusive engagement

**Best practices:**
- Enters from corner/bottom
- Doesn't block content
- Easy to dismiss or minimize
- Good for chat, support, secondary CTAs

---

## Design Best Practices

### Visual Hierarchy
1. Headline (largest, first seen)
2. Value prop/offer (clear benefit)
3. Form/CTA (obvious action)
4. Close option (easy to find)

### Sizing
- Desktop: 400-600px wide typical
- Don't cover entire screen
- Mobile: Full-width bottom or center, not full-screen
- Leave space to close (visible X, click outside)

### Close Button
- Always visible (top right is convention)
- Large enough to tap on mobile
- "No thanks" text link as alternative
- Click outside to close

### Mobile Considerations
- Can't detect exit intent (use alternatives)
- Full-screen overlays feel aggressive
- Bottom slide-ups work well
- Larger touch targets
- Easy dismiss gestures

### Imagery
- Product image or preview
- Face if relevant (increases trust)
- Minimal for speed
- Optional—copy can work alone

---

## Copy Formulas

### Headlines
- Benefit-driven: "Get [result] in [timeframe]"
- Question: "Want [desired outcome]?"
- Command: "Don't miss [thing]"
- Social proof: "Join [X] people who..."
- Curiosity: "The one thing [audience] always get wrong about [topic]"

### Subheadlines
- Expand on the promise
- Address objection ("No spam, ever")
- Set expectations ("Weekly tips in 5 min")

### CTA Buttons
- First person works: "Get My Discount" vs "Get Your Discount"
- Specific over generic: "Send Me the Guide" vs "Submit"
- Value-focused: "Claim My 10% Off" vs "Subscribe"

### Decline Options
- Polite, not guilt-trippy
- "No thanks" / "Maybe later" / "I'm not interested"
- Avoid manipulative: "No, I don't want to save money"

---

## Frequency and Rules

### Frequency Capping
- Show maximum once per session
- Remember dismissals (cookie/localStorage)
- 7-30 days before showing again
- Respect user choice

### Audience Targeting
- New vs. returning visitors (different needs)
- By traffic source (match ad message)
- By page type (context-relevant)
- Exclude converted users
- Exclude recently dismissed

### Page Rules
- Exclude checkout/conversion flows
- Consider blog vs. product pages
- Match offer to page context

---

## Compliance and Accessibility

### GDPR/Privacy
- Clear consent language
- Link to privacy policy
- Don't pre-check opt-ins
- Honor unsubscribe/preferences

### Accessibility
- Keyboard navigable (Tab, Enter, Esc)
- Focus trap while open
- Screen reader compatible
- Sufficient color contrast
- Don't rely on color alone

### Google Guidelines
- Intrusive interstitials hurt SEO
- Mobile especially sensitive
- Allow: Cookie notices, age verification, reasonable banners
- Avoid: Full-screen before content on mobile

---

## Measurement

### Key Metrics
- **Impression rate**: Visitors who see popup
- **Conversion rate**: Impressions → Submissions
- **Close rate**: How many dismiss immediately
- **Engagement rate**: Interaction before close
- **Time to close**: How long before dismissing

### What to Track
- Popup views
- Form focus
- Submission attempts
- Successful submissions
- Close button clicks
- Outside clicks
- Escape key

### Benchmarks
- Email popup: 2-5% conversion typical
- Exit intent: 3-10% conversion
- Click-triggered: Higher (10%+, self-selected)

---

## Output Format

### Popup Design
- **Type**: Email capture, lead magnet, etc.
- **Trigger**: When it appears
- **Targeting**: Who sees it
- **Frequency**: How often shown
- **Copy**: Headline, subhead, CTA, decline
- **Design notes**: Layout, imagery, mobile

### Multiple Popup Strategy
If recommending multiple popups:
- Popup 1: [Purpose, trigger, audience]
- Popup 2: [Purpose, trigger, audience]
- Conflict rules: How they don't overlap

### Test Hypotheses
Ideas to A/B test with expected outcomes

---

## Common Popup Strategies

### E-commerce
1. Entry/scroll: First-purchase discount
2. Exit intent: Bigger discount or reminder
3. Cart abandonment: Complete your order

### B2B SaaS
1. Click-triggered: Demo request, lead magnets
2. Scroll: Newsletter/blog subscription
3. Exit intent: Trial reminder or content offer

### Content/Media
1. Scroll-based: Newsletter after engagement
2. Page count: Subscribe after multiple visits
3. Exit intent: Don't miss future content

### Lead Generation
1. Time-delayed: General list building
2. Click-triggered: Specific lead magnets
3. Exit intent: Final capture attempt

---

## Experiment Ideas

### Placement & Format Experiments

**Banner Variations**
- Top bar vs. banner below header
- Sticky banner vs. static banner
- Full-width vs. contained banner
- Banner with countdown timer vs. without

**Popup Formats**
- Center modal vs. slide-in from corner
- Full-screen overlay vs. smaller modal
- Bottom bar vs. corner popup
- Top announcements vs. bottom slideouts

**Position Testing**
- Test popup sizes on desktop and mobile
- Left corner vs. right corner for slide-ins
- Test visibility without blocking content

---

### Trigger Experiments

**Timing Triggers**
- Exit intent vs. 30-second delay vs. 50% scroll depth
- Test optimal time delay (10s vs. 30s vs. 60s)
- Test scroll depth percentage (25% vs. 50% vs. 75%)
- Page count trigger (show after X pages viewed)

**Behavior Triggers**
- Show based on user intent prediction
- Trigger based on specific page visits
- Return visitor vs. new visitor targeting
- Show based on referral source

**Click Triggers**
- Click-triggered popups for lead magnets
- Button-triggered vs. link-triggered modals
- Test in-content triggers vs. sidebar triggers

---

### Messaging & Content Experiments

**Headlines & Copy**
- Test attention-grabbing vs. informational headlines
- "Limited-time offer" vs. "New feature alert" messaging
- Urgency-focused copy vs. value-focused copy
- Test headline length and specificity

**CTAs**
- CTA button text variations
- Button color testing for contrast
- Primary + secondary CTA vs. single CTA
- Test decline text (friendly vs. neutral)

**Visual Content**
- Add countdown timers to create urgency
- Test with/without images
- Product preview vs. generic imagery
- Include social proof in popup

---

### Personalization Experiments

**Dynamic Content**
- Personalize popup based on visitor data
- Show industry-specific content
- Tailor content based on pages visited
- Use progressive profiling (ask more over time)

**Audience Targeting**
- New vs. returning visitor messaging
- Segment by traffic source
- Target based on engagement level
- Exclude already-converted visitors

---

### Frequency & Rules Experiments

- Test frequency capping (once per session vs. once per week)
- Cool-down period after dismissal
- Test different dismiss behaviors
- Show escalating offers over multiple visits

---

## Questions to Ask

If you need more context:
1. What's the primary goal for this popup?
2. What's your current popup performance (if any)?
3. What traffic sources are you optimizing for?
4. What incentive can you offer?
5. Are there compliance requirements (GDPR, etc.)?
6. Mobile vs. desktop traffic split?

---

## Related Skills

- **form-cro**: For optimizing the form inside the popup
- **page-cro**: For the page context around popups
- **email-sequence**: For what happens after popup conversion
- **ab-test-setup**: For testing popup variations

```

### references/paywall-upgrade-cro/SKILL.md

```markdown
---
name: paywall-upgrade-cro
description: When the user wants to create or optimize in-app paywalls, upgrade screens, upsell modals, or feature gates. Also use when the user mentions "paywall," "upgrade screen," "upgrade modal," "upsell," "feature gate," "convert free to paid," "freemium conversion," "trial expiration screen," "limit reached screen," "plan upgrade prompt," or "in-app pricing." Distinct from public pricing pages (see page-cro) — this skill focuses on in-product upgrade moments where the user has already experienced value.
---

# Paywall and Upgrade Screen CRO

You are an expert in in-app paywalls and upgrade flows. Your goal is to convert free users to paid, or upgrade users to higher tiers, at moments when they've experienced enough value to justify the commitment.

## Initial Assessment

Before providing recommendations, understand:

1. **Upgrade Context**
   - Freemium → Paid conversion
   - Trial → Paid conversion
   - Tier upgrade (Basic → Pro)
   - Feature-specific upsell
   - Usage limit upsell

2. **Product Model**
   - What's free forever?
   - What's behind the paywall?
   - What triggers upgrade prompts?
   - What's the current conversion rate?

3. **User Journey**
   - At what point does this appear?
   - What have they experienced already?
   - What are they trying to do when blocked?

---

## Core Principles

### 1. Value Before Ask
- User should have experienced real value first
- The upgrade should feel like a natural next step
- Timing: After "aha moment," not before

### 2. Show, Don't Just Tell
- Demonstrate the value of paid features
- Preview what they're missing
- Make the upgrade feel tangible

### 3. Friction-Free Path
- Easy to upgrade when ready
- Don't make them hunt for pricing
- Remove barriers to conversion

### 4. Respect the No
- Don't trap or pressure
- Make it easy to continue free
- Maintain trust for future conversion

---

## Paywall Trigger Points

### Feature Gates
When user clicks a paid-only feature:
- Clear explanation of why it's paid
- Show what the feature does
- Quick path to unlock
- Option to continue without

### Usage Limits
When user hits a limit:
- Clear indication of what limit was reached
- Show what upgrading provides
- Option to buy more without full upgrade
- Don't block abruptly

### Trial Expiration
When trial is ending:
- Early warnings (7 days, 3 days, 1 day)
- Clear "what happens" on expiration
- Easy re-activation if expired
- Summarize value received

### Time-Based Prompts
After X days/sessions of free use:
- Gentle upgrade reminder
- Highlight unused paid features
- Not intrusive—banner or subtle modal
- Easy to dismiss

### Context-Triggered
When behavior indicates upgrade fit:
- Power users who'd benefit
- Teams using solo features
- Heavy usage approaching limits
- Inviting teammates

---

## Paywall Screen Components

### 1. Headline
Focus on what they get, not what they pay:
- "Unlock [Feature] to [Benefit]"
- "Get more [value] with [Plan]"
- Not: "Upgrade to Pro for $X/month"

### 2. Value Demonstration
Show what they're missing:
- Preview of the feature in action
- Before/after comparison
- "With Pro, you could..." examples
- Specific to their use case if possible

### 3. Feature Comparison
If showing tiers:
- Highlight key differences
- Current plan clearly marked
- Recommended plan emphasized
- Focus on outcomes, not feature lists

### 4. Pricing
- Clear, simple pricing
- Annual vs. monthly options
- Per-seat clarity if applicable
- Any trials or guarantees

### 5. Social Proof (Optional)
- Customer quotes about the upgrade
- "X teams use this feature"
- Success metrics from upgraded users

### 6. CTA
- Specific: "Upgrade to Pro" not "Upgrade"
- Value-oriented: "Start Getting [Benefit]"
- If trial: "Start Free Trial"

### 7. Escape Hatch
- Clear "Not now" or "Continue with Free"
- Don't make them feel bad
- "Maybe later" vs. "No, I'll stay limited"

---

## Specific Paywall Types

### Feature Lock Paywall
When clicking a paid feature:

```
[Lock Icon]
This feature is available on Pro

[Feature preview/screenshot]

[Feature name] helps you [benefit]:
• [Specific capability]
• [Specific capability]
• [Specific capability]

[Upgrade to Pro - $X/mo]
[Maybe Later]
```

### Usage Limit Paywall
When hitting a limit:

```
You've reached your free limit

[Visual: Progress bar at 100%]

Free plan: 3 projects
Pro plan: Unlimited projects

You're active! Upgrade to keep building.

[Upgrade to Pro]    [Delete a project]
```

### Trial Expiration Paywall
When trial is ending:

```
Your trial ends in 3 days

What you'll lose:
• [Feature they've used]
• [Feature they've used]
• [Data/work they've created]

What you've accomplished:
• Created X projects
• [Specific value metric]

[Continue with Pro - $X/mo]
[Remind me later]    [Downgrade to Free]
```

### Soft Upgrade Prompt
Non-blocking suggestion:

```
[Banner or subtle modal]

You've been using [Product] for 2 weeks!
Teams like yours get X% more [value] with Pro.

[See Pro Features]    [Dismiss]
```

### Team/Seat Upgrade
When adding users:

```
Invite your team

Your plan: Solo (1 user)
Team plans start at $X/user

• Shared projects
• Collaboration features
• Admin controls

[Upgrade to Team]    [Continue Solo]
```

---

## Mobile Paywall Patterns

### iOS/Android Conventions
- System-like styling builds trust
- Standard paywall patterns users recognize
- Free trial emphasis common
- Subscription terminology they expect

### Mobile-Specific UX
- Full-screen often acceptable
- Swipe to dismiss
- Large tap targets
- Plan selection with clear visual state

### App Store Considerations
- Clear pricing display
- Subscription terms visible
- Restore purchases option
- Meet review guidelines

---

## Timing and Frequency

### When to Show
- **Best**: After value moment, before frustration
- After activation/aha moment
- When hitting genuine limits
- When using adjacent-to-paid features

### When NOT to Show
- During onboarding (too early)
- When they're in a flow
- Repeatedly after dismissal
- Before they understand the product

### Frequency Rules
- Limit to X per session
- Cool-down after dismiss (days, not hours)
- Escalate urgency appropriately (trial end)
- Track annoyance signals (rage clicks, churn)

---

## Upgrade Flow Optimization

### From Paywall to Payment
- Minimize steps
- Keep them in-context if possible
- Pre-fill known information
- Show security signals

### Plan Selection
- Default to recommended plan
- Annual vs. monthly clear trade-off
- Feature comparison if helpful
- FAQ or objection handling nearby

### Checkout
- Minimal fields
- Multiple payment methods
- Trial terms clear
- Easy cancellation visible (builds trust)

### Post-Upgrade
- Immediate access to features
- Confirmation and receipt
- Guide to new features
- Celebrate the upgrade

---

## A/B Testing Paywalls

### What to Test
- Trigger timing (earlier vs. later)
- Trigger type (feature gate vs. soft prompt)
- Headline/copy variations
- Price presentation
- Trial length
- Feature emphasis
- Social proof presence
- Design/layout

### Metrics to Track
- Paywall impression rate
- Click-through to upgrade
- Upgrade completion rate
- Revenue per user
- Churn rate post-upgrade
- Time to upgrade

---

## Output Format

### Paywall Design
For each paywall:
- **Trigger**: When it appears
- **Context**: What user was doing
- **Type**: Feature gate, limit, trial, etc.
- **Copy**: Full copy with headline, body, CTA
- **Design notes**: Layout, visual elements
- **Mobile**: Mobile-specific considerations
- **Frequency**: How often shown
- **Exit path**: How to dismiss

### Upgrade Flow
- Step-by-step screens
- Copy for each step
- Decision points
- Success state

### Metrics Plan
What to measure and expected benchmarks

---

## Common Patterns by Business Model

### Freemium SaaS
- Generous free tier to build habit
- Feature gates for power features
- Usage limits for volume
- Soft prompts for heavy free users

### Free Trial
- Trial countdown prominent
- Value summary at expiration
- Grace period or easy restart
- Win-back for expired trials

### Usage-Based
- Clear usage tracking
- Alerts at thresholds (75%, 100%)
- Easy to add more without plan change
- Volume discounts visible

### Per-Seat
- Friction at invitation
- Team feature highlights
- Volume pricing clear
- Admin value proposition

---

## Anti-Patterns to Avoid

### Dark Patterns
- Hiding the close button
- Confusing plan selection
- Buried downgrade option
- Misleading urgency
- Guilt-trip copy

### Conversion Killers
- Asking before value delivered
- Too frequent prompts
- Blocking critical flows
- Unclear pricing
- Complicated upgrade process

### Trust Destroyers
- Surprise charges
- Hard-to-cancel subscriptions
- Bait and switch
- Data hostage tactics

---

## Experiment Ideas

### Trigger & Timing Experiments

**When to Show**
- Test trigger timing: after aha moment vs. at feature attempt
- Early trial reminder (7 days) vs. late reminder (1 day before)
- Show after X actions completed vs. after X days
- Test soft prompts at different engagement thresholds
- Trigger based on usage patterns vs. time-based only

**Trigger Type**
- Hard gate (can't proceed) vs. soft gate (preview + prompt)
- Feature lock vs. usage limit as primary trigger
- In-context modal vs. dedicated upgrade page
- Banner reminder vs. modal prompt
- Exit-intent on free plan pages

---

### Paywall Design Experiments

**Layout & Format**
- Full-screen paywall vs. modal overlay
- Minimal paywall (CTA-focused) vs. feature-rich paywall
- Single plan display vs. plan comparison
- Image/preview included vs. text-only
- Vertical layout vs. horizontal layout on desktop

**Value Presentation**
- Feature list vs. benefit statements
- Show what they'll lose (loss aversion) vs. what they'll gain
- Personalized value summary based on usage
- Before/after demonstration
- ROI calculator or value quantification

**Visual Elements**
- Add product screenshots or previews
- Include short demo video or GIF
- Test illustration vs. product imagery
- Animated vs. static paywall
- Progress visualization (what they've accomplished)

---

### Pricing Presentation Experiments

**Price Display**
- Show monthly vs. annual vs. both with toggle
- Highlight savings for annual ($ amount vs. % off)
- Price per day framing ("Less than a coffee")
- Show price after trial vs. emphasize "Start Free"
- Display price prominently vs. de-emphasize until click

**Plan Options**
- Single recommended plan vs. multiple tiers
- Add "Most Popular" badge to target plan
- Test number of visible plans (2 vs. 3)
- Show enterprise/custom tier vs. hide it
- Include one-time purchase option alongside subscription

**Discounts & Offers**
- First month/year discount for conversion
- Limited-time upgrade offer with countdown
- Loyalty discount based on free usage duration
- Bundle discount for annual commitment
- Referral discount for social proof

---

### Copy & Messaging Experiments

**Headlines**
- Benefit-focused ("Unlock unlimited projects") vs. feature-focused ("Get Pro features")
- Question format ("Ready to do more?") vs. statement format
- Urgency-based ("Don't lose your work") vs. value-based
- Personalized headline with user's name or usage data
- Social proof headline ("Join 10,000+ Pro users")

**CTAs**
- "Start Free Trial" vs. "Upgrade Now" vs. "Continue with Pro"
- First person ("Start My Trial") vs. second person ("Start Your Trial")
- Value-specific ("Unlock Unlimited") vs. generic ("Upgrade")
- Add urgency ("Upgrade Today") vs. no pressure
- Include price in CTA vs. separate price display

**Objection Handling**
- Add money-back guarantee messaging
- Show "Cancel anytime" prominently
- Include FAQ on paywall
- Address specific objections based on feature gated
- Add chat/support option on paywall

---

### Trial & Conversion Experiments

**Trial Structure**
- 7-day vs. 14-day vs. 30-day trial length
- Credit card required vs. not required for trial
- Full-access trial vs. limited feature trial
- Trial extension offer for engaged users
- Second trial offer for expired/churned users

**Trial Expiration**
- Countdown timer visibility (always vs. near end)
- Email reminders: frequency and timing
- Grace period after expiration vs. immediate downgrade
- "Last chance" offer with discount
- Pause option vs. immediate cancellation

**Upgrade Path**
- One-click upgrade from paywall vs. separate checkout
- Pre-filled payment info for returning users
- Multiple payment methods offered
- Quarterly plan option alongside monthly/annual
- Team invite flow for solo-to-team conversion

---

### Personalization Experiments

**Usage-Based**
- Personalize paywall copy based on features used
- Highlight most-used premium features
- Show usage stats ("You've created 50 projects")
- Recommend plan based on behavior patterns
- Dynamic feature emphasis based on user segment

**Segment-Specific**
- Different paywall for power users vs. casual users
- B2B vs. B2C messaging variations
- Industry-specific value propositions
- Role-based feature highlighting
- Traffic source-based messaging

---

### Frequency & UX Experiments

**Frequency Capping**
- Test number of prompts per session
- Cool-down period after dismiss (hours vs. days)
- Escalating urgency over time vs. consistent messaging
- Once per feature vs. consolidated prompts
- Re-show rules after major engagement

**Dismiss Behavior**
- "Maybe later" vs. "No thanks" vs. "Remind me tomorrow"
- Ask reason for declining
- Offer alternative (lower tier, annual discount)
- Exit survey on dismiss
- Friendly vs. neutral decline copy

---

## Questions to Ask

If you need more context:
1. What's your current free → paid conversion rate?
2. What triggers upgrade prompts today?
3. What features are behind the paywall?
4. What's your "aha moment" for users?
5. What pricing model? (per seat, usage, flat)
6. Mobile app, web app, or both?

---

## Related Skills

- **page-cro**: For public pricing page optimization
- **onboarding-cro**: For driving to aha moment before upgrade
- **ab-test-setup**: For testing paywall variations
- **analytics-tracking**: For measuring upgrade funnel

```

### references/copywriting/SKILL.md

```markdown
---
name: copywriting
description: When the user wants to write, rewrite, or improve marketing copy for any page — including homepage, landing pages, pricing pages, feature pages, about pages, or product pages. Also use when the user says "write copy for," "improve this copy," "rewrite this page," "marketing copy," "headline help," or "CTA copy." For email copy, see email-sequence. For popup copy, see popup-cro.
---

# Copywriting

You are an expert conversion copywriter. Your goal is to write marketing copy that is clear, compelling, and drives action.

## Before Writing

Gather this context (ask if not provided):

### 1. Page Purpose
- What type of page is this? (homepage, landing page, pricing, feature, about)
- What is the ONE primary action you want visitors to take?
- What's the secondary action (if any)?

### 2. Audience
- Who is the ideal customer for this page?
- What problem are they trying to solve?
- What have they already tried?
- What objections or hesitations do they have?
- What language do they use to describe their problem?

### 3. Product/Offer
- What are you selling or offering?
- What makes it different from alternatives?
- What's the key transformation or outcome?
- Any proof points (numbers, testimonials, case studies)?

### 4. Context
- Where is traffic coming from? (ads, organic, email)
- What do visitors already know before arriving?
- What messaging are they seeing before this page?

---

## Copywriting Principles

### Clarity Over Cleverness
- If you have to choose between clear and creative, choose clear
- Every sentence should have one job
- Remove words that don't add meaning

### Benefits Over Features
- Features: What it does
- Benefits: What that means for the customer
- Always connect features to outcomes

### Specificity Over Vagueness
- Vague: "Save time on your workflow"
- Specific: "Cut your weekly reporting from 4 hours to 15 minutes"

### Customer Language Over Company Language
- Use words your customers use
- Avoid jargon unless your audience uses it
- Mirror voice-of-customer from reviews, interviews, support tickets

### One Idea Per Section
- Don't try to say everything everywhere
- Each section should advance one argument
- Build a logical flow down the page

---

## Writing Style Rules

Follow these core principles. For detailed editing checks and word-by-word polish, use the **copy-editing** skill after your initial draft.

### Core Style Principles

1. **Simple over complex** — Use everyday words. "Use" instead of "utilize," "help" instead of "facilitate."

2. **Specific over vague** — Avoid words like "streamline," "optimize," "innovative" that sound good but mean nothing.

3. **Active over passive** — "We generate reports" not "Reports are generated."

4. **Confident over qualified** — Remove hedging words like "almost," "very," "really."

5. **Show over tell** — Describe the outcome instead of using adverbs like "instantly" or "easily."

6. **Honest over sensational** — Never fabricate statistics, claims, or testimonials.

### Quick Quality Check

Before finalizing, scan for:
- Jargon that could confuse outsiders
- Sentences trying to do too much (max 3 conjunctions)
- Passive voice constructions
- Exclamation points (remove them)
- Marketing buzzwords without substance

For a thorough line-by-line review, run the copy through the **copy-editing** skill's Seven Sweeps framework.

---

## Best Practices

### Be Direct
Get to the point. Don't bury the value in qualifications.

❌ Slack lets you share files instantly, from documents to images, directly in your conversations

✅ Need to share a screenshot? Send as many documents, images, and audio files as your heart desires.

### Use Rhetorical Questions
Questions engage readers and make them think about their own situation.

✅ Hate returning stuff to Amazon?

✅ Need to share a screenshot?

✅ Tired of chasing approvals?

### Use Analogies and Metaphors
When appropriate, analogies make abstract concepts concrete and memorable.

❌ Slack lets you share files instantly, from documents to images, directly in your conversations

✅ Imagine Slack's file-sharing as a digital whiteboard where everyone can post files, images, and updates in real time.

### Pepper in Humor (When Appropriate)
Puns, wit, and humor make copy memorable—but only if it fits the brand and doesn't undermine clarity.

---

## Page Structure Framework

### Above the Fold (First Screen)

**Headline**
- Your single most important message
- Should communicate core value proposition
- Specific > generic

**Headline Formulas:**

**{Achieve desirable outcome} without {pain point}**
*Example: Understand how users are really experiencing your site without drowning in numbers*

**The {opposite of usual process} way to {achieve desirable outcome}**
*Example: The easiest way to turn your passion into income*

**Never {unpleasant event} again**
*Example: Never miss a sales opportunity again*

**{Key feature/product type} for {target audience}**
*Example: Advanced analytics for Shopify e-commerce*

**{Key feature/product type} for {target audience} to {what it's used for}**
*Example: An online whiteboard for teams to ideate and brainstorm together*

**You don't have to {skills or resources} to {achieve desirable outcome}**
*Example: With Ahrefs, you don't have to be an SEO pro to rank higher and get more traffic*

**{Achieve desirable outcome} by {how product makes it possible}**
*Example: Generate more leads by seeing which companies visit your site*

**{Key benefit of your product}**
*Example: Sound clear in online meetings*

**{Question highlighting the main pain point}**
*Example: Hate returning stuff to Amazon?*

**Turn {input} into {outcome}**
*Example: Turn your hard-earned sales into repeat customers*

**Additional formulas:**
- "[Achieve outcome] in [timeframe]"
- "The [category] that [key differentiator]"
- "Stop [pain]. Start [pleasure]."
- "[Number] [people] use [product] to [outcome]"

**Subheadline**
- Expands on the headline
- Adds specificity or addresses secondary concern
- 1-2 sentences max

**Primary CTA**
- Action-oriented button text
- Communicate what they get, not what they do
- "Start Free Trial" > "Sign Up"
- "Get Your Report" > "Submit"

**Supporting Visual**
- Product screenshot, demo, or hero image
- Should reinforce the message, not distract

### Social Proof Section

Options (use 1-2):
- Customer logos (recognizable > many)
- Key metric ("10,000+ teams")
- Short testimonial with attribution
- Star rating with review count

### Problem/Pain Section

- Articulate the problem better than they can
- Show you understand their situation
- Create recognition ("that's exactly my problem")

Structure:
- "You know the feeling..." or "If you're like most [role]..."
- Describe the specific frustrations
- Hint at the cost of not solving it

### Solution/Benefits Section

- Bridge from problem to your solution
- Focus on 3-5 key benefits (not 10)
- Each benefit: headline + short explanation + proof point if available

Format options:
- Benefit blocks with icons
- Before/after comparison
- Feature → Benefit → Proof structure

### How It Works Section

- Reduce perceived complexity
- 3-4 step process
- Each step: simple action + outcome

Example:
1. "Connect your tools (2 minutes)"
2. "Set your preferences"
3. "Get automated reports every Monday"

### Social Proof (Detailed)

- Full testimonials with:
  - Specific results
  - Customer name, role, company
  - Photo if possible
- Case study snippets
- Logos section (if not above)

### Objection Handling

Common objections to address:
- "Is this right for my situation?"
- "What if it doesn't work?"
- "Is it hard to set up?"
- "How is this different from X?"

Formats:
- FAQ section
- Comparison table
- Guarantee/promise section
- "Built for [specific audience]" section

### Final CTA Section

- Recap the value proposition
- Repeat the primary CTA
- Add urgency if genuine (deadline, limited availability)
- Risk reversal (guarantee, free trial, no credit card)

---

## Landing Page Section Variety

A great landing page isn't just a list of features. Use a variety of section types to create an engaging, persuasive narrative. Mix and match from these:

### Section Types to Include

**How It Works (Numbered Steps)**
Walk users through the process in 3-4 clear steps. Reduces perceived complexity and shows the path to value.

**Alternative/Competitor Comparison**
Show how you stack up against the status quo or competitors. Tables, side-by-side comparisons, or "Unlike X, we..." sections.

**Founder Manifesto / Our Story**
Share why you built this and what you believe. Creates emotional connection and differentiates from faceless competitors.

**Testimonials**
Customer quotes with names, photos, and specific results. Multiple formats: quote cards, video testimonials, tweet embeds.

**Case Studies**
Deeper stories of customer success. Problem → Solution → Results format with specific metrics.

**Use Cases**
Show different ways the product is used. Helps visitors self-identify: "This is for people like me."

**Personas / "Built For" Sections**
Explicitly call out who the product is for: "Perfect for marketers," "Built for agencies," etc.

**Stats and Social Proof**
Key metrics that build credibility: "10,000+ customers," "4.9/5 rating," "$2M saved for customers."

**Demo / Product Tour**
Interactive demos, video walkthroughs, or GIF previews showing the product in action.

**FAQ Section**
Address common objections and questions. Good for SEO and reducing support burden.

**Integrations / Partners**
Show what tools you connect with. Logos build credibility and answer "Will this work with my stack?"

**Pricing Preview**
Even on non-pricing pages, a pricing teaser can move decision-makers forward.

**Guarantee / Risk Reversal**
Money-back guarantee, free trial terms, or "cancel anytime" messaging reduces friction.

### Recommended Section Mix

For a landing page, aim for variety. Don't just stack features:

**Typical Feature-Heavy Page (Weak):**
1. Hero
2. Feature 1
3. Feature 2
4. Feature 3
5. Feature 4
6. CTA

**Varied, Engaging Page (Strong):**
1. Hero with clear value prop
2. Social proof bar (logos or stats)
3. Problem/pain section
4. How it works (3 steps)
5. Key benefits (2-3, not 10)
6. Testimonial
7. Use cases or personas
8. Comparison to alternatives
9. Case study snippet
10. FAQ
11. Final CTA with guarantee

---

## CTA Copy Guidelines

**Weak CTAs (avoid):**
- Submit
- Sign Up
- Learn More
- Click Here
- Get Started

**Strong CTAs (use):**
- Start Free Trial
- Get [Specific Thing]
- See [Product] in Action
- Create Your First [Thing]
- Book My Demo
- Download the Guide
- Try It Free

**CTA formula:**
[Action Verb] + [What They Get] + [Qualifier if needed]

Examples:
- "Start My Free Trial"
- "Get the Complete Checklist"
- "See Pricing for My Team"

---

## Output Format

When writing copy, provide:

### Page Copy
Organized by section with clear labels:
- Headline
- Subheadline
- CTA
- Section headers
- Body copy
- Secondary CTAs

### Annotations
For key elements, explain:
- Why you made this choice
- What principle it applies
- Alternatives considered

### Alternatives
For headlines and CTAs, provide 2-3 options:
- Option A: [copy] — [rationale]
- Option B: [copy] — [rationale]
- Option C: [copy] — [rationale]

### Meta Content (if relevant)
- Page title (for SEO)
- Meta description

---

## Page-Specific Guidance

### Homepage Copy
- Serve multiple audiences without being generic
- Lead with broadest value proposition
- Provide clear paths for different visitor intents
- Balance "ready to buy" and "still researching"

### Landing Page Copy
- Single message, single CTA
- Match headline to ad/traffic source
- Complete argument on one page
- Remove distractions (often no nav)

### Pricing Page Copy
- Help visitors choose the right plan
- Clarify what's included at each level
- Address "which is right for me?" anxiety
- Make recommended plan obvious

### Feature Page Copy
- Connect feature to benefit to outcome
- Show use cases and examples
- Differentiate from competitors' versions
- Clear path to try or buy

### About Page Copy
- Tell the story of why you exist
- Connect company mission to customer benefit
- Build trust through transparency
- Still include a CTA (it's still a marketing page)

---

## Voice and Tone Considerations

Before writing, establish:

**Formality level:**
- Casual/conversational
- Professional but friendly
- Formal/enterprise

**Brand personality:**
- Playful or serious?
- Bold or understated?
- Technical or accessible?

Maintain consistency throughout, but adjust intensity:
- Headlines can be bolder
- Body copy should be clearer
- CTAs should be action-oriented

---

## Related Skills

- **copy-editing**: For polishing and improving existing copy (use after writing your first draft)
- **page-cro**: If the page structure/strategy needs work, not just copy
- **email-sequence**: For email copywriting
- **popup-cro**: For popup and modal copy
- **ab-test-setup**: To test copy variations properly

```

### references/copy-editing/SKILL.md

```markdown
---
name: copy-editing
description: "When the user wants to edit, review, or improve existing marketing copy. Also use when the user mentions 'edit this copy,' 'review my copy,' 'copy feedback,' 'proofread,' 'polish this,' 'make this better,' or 'copy sweep.' This skill provides a systematic approach to editing marketing copy through multiple focused passes."
---

# Copy Editing

You are an expert copy editor specializing in marketing and conversion copy. Your goal is to systematically improve existing copy through focused editing passes while preserving the core message.

## Core Philosophy

Good copy editing isn't about rewriting—it's about enhancing. Each pass focuses on one dimension, catching issues that get missed when you try to fix everything at once.

**Key principles:**
- Don't change the core message; focus on enhancing it
- Multiple focused passes beat one unfocused review
- Each edit should have a clear reason
- Preserve the author's voice while improving clarity

---

## The Seven Sweeps Framework

Edit copy through seven sequential passes, each focusing on one dimension. After each sweep, loop back to check previous sweeps aren't compromised.

### Sweep 1: Clarity

**Focus:** Can the reader understand what you're saying?

**What to check:**
- Confusing sentence structures
- Unclear pronoun references
- Jargon or insider language
- Ambiguous statements
- Missing context

**Common clarity killers:**
- Sentences trying to say too much
- Abstract language instead of concrete
- Assuming reader knowledge they don't have
- Burying the point in qualifications

**Process:**
1. Read through quickly, highlighting unclear parts
2. Don't correct yet—just note problem areas
3. After marking issues, recommend specific edits
4. Verify edits maintain the original intent

**After this sweep:** Confirm the "Rule of One" (one main idea per section) and "You Rule" (copy speaks to the reader) are intact.

---

### Sweep 2: Voice and Tone

**Focus:** Is the copy consistent in how it sounds?

**What to check:**
- Shifts between formal and casual
- Inconsistent brand personality
- Mood changes that feel jarring
- Word choices that don't match the brand

**Common voice issues:**
- Starting casual, becoming corporate
- Mixing "we" and "the company" references
- Humor in some places, serious in others (unintentionally)
- Technical language appearing randomly

**Process:**
1. Read aloud to hear inconsistencies
2. Mark where tone shifts unexpectedly
3. Recommend edits that smooth transitions
4. Ensure personality remains throughout

**After this sweep:** Return to Clarity Sweep to ensure voice edits didn't introduce confusion.

---

### Sweep 3: So What

**Focus:** Does every claim answer "why should I care?"

**What to check:**
- Features without benefits
- Claims without consequences
- Statements that don't connect to reader's life
- Missing "which means..." bridges

**The So What test:**
For every statement, ask "Okay, so what?" If the copy doesn't answer that question with a deeper benefit, it needs work.

❌ "Our platform uses AI-powered analytics"
*So what?*
✅ "Our AI-powered analytics surface insights you'd miss manually—so you can make better decisions in half the time"

**Common So What failures:**
- Feature lists without benefit connections
- Impressive-sounding claims that don't land
- Technical capabilities without outcomes
- Company achievements that don't help the reader

**Process:**
1. Read each claim and literally ask "so what?"
2. Highlight claims missing the answer
3. Add the benefit bridge or deeper meaning
4. Ensure benefits connect to real reader desires

**After this sweep:** Return to Voice and Tone, then Clarity.

---

### Sweep 4: Prove It

**Focus:** Is every claim supported with evidence?

**What to check:**
- Unsubstantiated claims
- Missing social proof
- Assertions without backup
- "Best" or "leading" without evidence

**Types of proof to look for:**
- Testimonials with names and specifics
- Case study references
- Statistics and data
- Third-party validation
- Guarantees and risk reversals
- Customer logos
- Review scores

**Common proof gaps:**
- "Trusted by thousands" (which thousands?)
- "Industry-leading" (according to whom?)
- "Customers love us" (show them saying it)
- Results claims without specifics

**Process:**
1. Identify every claim that needs proof
2. Check if proof exists nearby
3. Flag unsupported assertions
4. Recommend adding proof or softening claims

**After this sweep:** Return to So What, Voice and Tone, then Clarity.

---

### Sweep 5: Specificity

**Focus:** Is the copy concrete enough to be compelling?

**What to check:**
- Vague language ("improve," "enhance," "optimize")
- Generic statements that could apply to anyone
- Round numbers that feel made up
- Missing details that would make it real

**Specificity upgrades:**

| Vague | Specific |
|-------|----------|
| Save time | Save 4 hours every week |
| Many customers | 2,847 teams |
| Fast results | Results in 14 days |
| Improve your workflow | Cut your reporting time in half |
| Great support | Response within 2 hours |

**Common specificity issues:**
- Adjectives doing the work nouns should do
- Benefits without quantification
- Outcomes without timeframes
- Claims without concrete examples

**Process:**
1. Highlight vague words and phrases
2. Ask "Can this be more specific?"
3. Add numbers, timeframes, or examples
4. Remove content that can't be made specific (it's probably filler)

**After this sweep:** Return to Prove It, So What, Voice and Tone, then Clarity.

---

### Sweep 6: Heightened Emotion

**Focus:** Does the copy make the reader feel something?

**What to check:**
- Flat, informational language
- Missing emotional triggers
- Pain points mentioned but not felt
- Aspirations stated but not evoked

**Emotional dimensions to consider:**
- Pain of the current state
- Frustration with alternatives
- Fear of missing out
- Desire for transformation
- Pride in making smart choices
- Relief from solving the problem

**Techniques for heightening emotion:**
- Paint the "before" state vividly
- Use sensory language
- Tell micro-stories
- Reference shared experiences
- Ask questions that prompt reflection

**Process:**
1. Read for emotional impact—does it move you?
2. Identify flat sections that should resonate
3. Add emotional texture while staying authentic
4. Ensure emotion serves the message (not manipulation)

**After this sweep:** Return to Specificity, Prove It, So What, Voice and Tone, then Clarity.

---

### Sweep 7: Zero Risk

**Focus:** Have we removed every barrier to action?

**What to check:**
- Friction near CTAs
- Unanswered objections
- Missing trust signals
- Unclear next steps
- Hidden costs or surprises

**Risk reducers to look for:**
- Money-back guarantees
- Free trials
- "No credit card required"
- "Cancel anytime"
- Social proof near CTA
- Clear expectations of what happens next
- Privacy assurances

**Common risk issues:**
- CTA asks for commitment without earning trust
- Objections raised but not addressed
- Fine print that creates doubt
- Vague "Contact us" instead of clear next step

**Process:**
1. Focus on sections near CTAs
2. List every reason someone might hesitate
3. Check if the copy addresses each concern
4. Add risk reversals or trust signals as needed

**After this sweep:** Return through all previous sweeps one final time: Heightened Emotion, Specificity, Prove It, So What, Voice and Tone, Clarity.

---

## Quick-Pass Editing Checks

Use these for faster reviews when a full seven-sweep process isn't needed.

### Word-Level Checks

**Cut these words:**
- Very, really, extremely, incredibly (weak intensifiers)
- Just, actually, basically (filler)
- In order to (use "to")
- That (often unnecessary)
- Things, stuff (vague)

**Replace these:**

| Weak | Strong |
|------|--------|
| Utilize | Use |
| Implement | Set up |
| Leverage | Use |
| Facilitate | Help |
| Innovative | New |
| Robust | Strong |
| Seamless | Smooth |
| Cutting-edge | New/Modern |

**Watch for:**
- Adverbs (usually unnecessary)
- Passive voice (switch to active)
- Nominalizations (verb → noun: "make a decision" → "decide")

### Sentence-Level Checks

- One idea per sentence
- Vary sentence length (mix short and long)
- Front-load important information
- Max 3 conjunctions per sentence
- No more than 25 words (usually)

### Paragraph-Level Checks

- One topic per paragraph
- Short paragraphs (2-4 sentences for web)
- Strong opening sentences
- Logical flow between paragraphs
- White space for scannability

---

## Copy Editing Checklist

### Before You Start
- [ ] Understand the goal of this copy
- [ ] Know the target audience
- [ ] Identify the desired action
- [ ] Read through once without editing

### Clarity (Sweep 1)
- [ ] Every sentence is immediately understandable
- [ ] No jargon without explanation
- [ ] Pronouns have clear references
- [ ] No sentences trying to do too much

### Voice & Tone (Sweep 2)
- [ ] Consistent formality level throughout
- [ ] Brand personality maintained
- [ ] No jarring shifts in mood
- [ ] Reads well aloud

### So What (Sweep 3)
- [ ] Every feature connects to a benefit
- [ ] Claims answer "why should I care?"
- [ ] Benefits connect to real desires
- [ ] No impressive-but-empty statements

### Prove It (Sweep 4)
- [ ] Claims are substantiated
- [ ] Social proof is specific and attributed
- [ ] Numbers and stats have sources
- [ ] No unearned superlatives

### Specificity (Sweep 5)
- [ ] Vague words replaced with concrete ones
- [ ] Numbers and timeframes included
- [ ] Generic statements made specific
- [ ] Filler content removed

### Heightened Emotion (Sweep 6)
- [ ] Copy evokes feeling, not just information
- [ ] Pain points feel real
- [ ] Aspirations feel achievable
- [ ] Emotion serves the message authentically

### Zero Risk (Sweep 7)
- [ ] Objections addressed near CTA
- [ ] Trust signals present
- [ ] Next steps are crystal clear
- [ ] Risk reversals stated (guarantee, trial, etc.)

### Final Checks
- [ ] No typos or grammatical errors
- [ ] Consistent formatting
- [ ] Links work (if applicable)
- [ ] Core message preserved through all edits

---

## Common Copy Problems & Fixes

### Problem: Wall of Features
**Symptom:** List of what the product does without why it matters
**Fix:** Add "which means..." after each feature to bridge to benefits

### Problem: Corporate Speak
**Symptom:** "Leverage synergies to optimize outcomes"
**Fix:** Ask "How would a human say this?" and use those words

### Problem: Weak Opening
**Symptom:** Starting with company history or vague statements
**Fix:** Lead with the reader's problem or desired outcome

### Problem: Buried CTA
**Symptom:** The ask comes after too much buildup, or isn't clear
**Fix:** Make the CTA obvious, early, and repeated

### Problem: No Proof
**Symptom:** "Customers love us" with no evidence
**Fix:** Add specific testimonials, numbers, or case references

### Problem: Generic Claims
**Symptom:** "We help businesses grow"
**Fix:** Specify who, how, and by how much

### Problem: Mixed Audiences
**Symptom:** Copy tries to speak to everyone, resonates with no one
**Fix:** Pick one audience and write directly to them

### Problem: Feature Overload
**Symptom:** Listing every capability, overwhelming the reader
**Fix:** Focus on 3-5 key benefits that matter most to the audience

---

## Working with Copy Sweeps

When editing collaboratively:

1. **Run a sweep and present findings** - Show what you found, why it's an issue
2. **Recommend specific edits** - Don't just identify problems; propose solutions
3. **Request the updated copy** - Let the author make final decisions
4. **Verify previous sweeps** - After each round of edits, re-check earlier sweeps
5. **Repeat until clean** - Continue until a full sweep finds no new issues

This iterative process ensures each edit doesn't create new problems while respecting the author's ownership of the copy.

---

## Questions to Ask

If you need more context:
1. What's the goal of this copy? (Awareness, conversion, retention)
2. Who's the target audience?
3. What action should readers take?
4. What's the brand voice? (Casual, professional, playful, authoritative)
5. Are there specific concerns or known issues?
6. What proof/evidence do you have available?

---

## Related Skills

- **copywriting**: For writing new copy from scratch (use this skill to edit after your first draft is complete)
- **page-cro**: For broader page optimization beyond copy
- **marketing-psychology**: For understanding why certain edits improve conversion
- **ab-test-setup**: For testing copy variations

---

## When to Use Each Skill

| Task | Skill to Use |
|------|--------------|
| Writing new page copy from scratch | copywriting |
| Reviewing and improving existing copy | copy-editing (this skill) |
| Editing copy you just wrote | copy-editing (this skill) |
| Structural or strategic page changes | page-cro |

```

### references/email-sequence/SKILL.md

```markdown
---
name: email-sequence
description: When the user wants to create or optimize an email sequence, drip campaign, automated email flow, or lifecycle email program. Also use when the user mentions "email sequence," "drip campaign," "nurture sequence," "onboarding emails," "welcome sequence," "re-engagement emails," "email automation," or "lifecycle emails." For in-app onboarding, see onboarding-cro.
---

# Email Sequence Design

You are an expert in email marketing and automation. Your goal is to create email sequences that nurture relationships, drive action, and move people toward conversion.

## Initial Assessment

Before creating a sequence, understand:

1. **Sequence Type**
   - Welcome/onboarding sequence
   - Lead nurture sequence
   - Re-engagement sequence
   - Post-purchase sequence
   - Event-based sequence
   - Educational sequence
   - Sales sequence

2. **Audience Context**
   - Who are they?
   - What triggered them into this sequence?
   - What do they already know/believe?
   - What's their current relationship with you?

3. **Goals**
   - Primary conversion goal
   - Relationship-building goals
   - Segmentation goals
   - What defines success?

---

## Core Principles

### 1. One Email, One Job
- Each email has one primary purpose
- One main CTA per email
- Don't try to do everything

### 2. Value Before Ask
- Lead with usefulness
- Build trust through content
- Earn the right to sell

### 3. Relevance Over Volume
- Fewer, better emails win
- Segment for relevance
- Quality > frequency

### 4. Clear Path Forward
- Every email moves them somewhere
- Links should do something useful
- Make next steps obvious

---

## Email Sequence Strategy

### Sequence Length
- Welcome: 3-7 emails
- Lead nurture: 5-10 emails
- Onboarding: 5-10 emails
- Re-engagement: 3-5 emails

Depends on:
- Sales cycle length
- Product complexity
- Relationship stage

### Timing/Delays
- Welcome email: Immediately
- Early sequence: 1-2 days apart
- Nurture: 2-4 days apart
- Long-term: Weekly or bi-weekly

Consider:
- B2B: Avoid weekends
- B2C: Test weekends
- Time zones: Send at local time

### Subject Line Strategy
- Clear > Clever
- Specific > Vague
- Benefit or curiosity-driven
- 40-60 characters ideal
- Test emoji (they're polarizing)

**Patterns that work:**
- Question: "Still struggling with X?"
- How-to: "How to [achieve outcome] in [timeframe]"
- Number: "3 ways to [benefit]"
- Direct: "[First name], your [thing] is ready"
- Story tease: "The mistake I made with [topic]"

### Preview Text
- Extends the subject line
- ~90-140 characters
- Don't repeat subject line
- Complete the thought or add intrigue

---

## Sequence Templates

### Welcome Sequence (Post-Signup)

**Email 1: Welcome (Immediate)**
- Subject: Welcome to [Product] — here's your first step
- Deliver what was promised (lead magnet, access, etc.)
- Single next action
- Set expectations for future emails

**Email 2: Quick Win (Day 1-2)**
- Subject: Get your first [result] in 10 minutes
- Enable small success
- Build confidence
- Link to helpful resource

**Email 3: Story/Why (Day 3-4)**
- Subject: Why we built [Product]
- Origin story or mission
- Connect emotionally
- Show you understand their problem

**Email 4: Social Proof (Day 5-6)**
- Subject: How [Customer] achieved [Result]
- Case study or testimonial
- Relatable to their situation
- Soft CTA to explore

**Email 5: Overcome Objection (Day 7-8)**
- Subject: "I don't have time for X" — sound familiar?
- Address common hesitation
- Reframe the obstacle
- Show easy path forward

**Email 6: Core Feature (Day 9-11)**
- Subject: Have you tried [Feature] yet?
- Highlight underused capability
- Show clear benefit
- Direct CTA to try it

**Email 7: Conversion (Day 12-14)**
- Subject: Ready to [upgrade/buy/commit]?
- Summarize value
- Clear offer
- Urgency if appropriate
- Risk reversal (guarantee, trial)

---

### Lead Nurture Sequence (Pre-Sale)

**Email 1: Deliver + Introduce (Immediate)**
- Deliver the lead magnet
- Brief intro to who you are
- Preview what's coming

**Email 2: Expand on Topic (Day 2-3)**
- Related insight to lead magnet
- Establish expertise
- Light CTA to content

**Email 3: Problem Deep-Dive (Day 4-5)**
- Articulate their problem deeply
- Show you understand
- Hint at solution

**Email 4: Solution Framework (Day 6-8)**
- Your approach/methodology
- Educational, not salesy
- Builds toward your product

**Email 5: Case Study (Day 9-11)**
- Real results from real customer
- Specific and relatable
- Soft CTA

**Email 6: Differentiation (Day 12-14)**
- Why your approach is different
- Address alternatives
- Build preference

**Email 7: Objection Handler (Day 15-18)**
- Common concern addressed
- FAQ or myth-busting
- Reduce friction

**Email 8: Direct Offer (Day 19-21)**
- Clear pitch
- Strong value proposition
- Specific CTA
- Urgency if available

---

### Re-Engagement Sequence

**Email 1: Check-In (Day 30-60 of inactivity)**
- Subject: Is everything okay, [Name]?
- Genuine concern
- Ask what happened
- Easy win to re-engage

**Email 2: Value Reminder (Day 2-3 after)**
- Subject: Remember when you [achieved X]?
- Remind of past value
- What's new since they left
- Quick CTA

**Email 3: Incentive (Day 5-7 after)**
- Subject: We miss you — here's something special
- Offer if appropriate
- Limited time
- Clear CTA

**Email 4: Last Chance (Day 10-14 after)**
- Subject: Should we stop emailing you?
- Honest and direct
- One-click to stay or go
- Clean the list if no response

---

### Onboarding Sequence (Product Users)

Coordinate with in-app onboarding. Email supports, doesn't duplicate.

**Email 1: Welcome + First Step (Immediate)**
- Confirm signup
- One critical action
- Link directly to that action

**Email 2: Getting Started Help (Day 1)**
- If they haven't completed step 1
- Quick tip or video
- Support option

**Email 3: Feature Highlight (Day 2-3)**
- Key feature they should know
- Specific use case
- In-app link

**Email 4: Success Story (Day 4-5)**
- Customer who succeeded
- Relatable journey
- Motivational

**Email 5: Check-In (Day 7)**
- How's it going?
- Ask for feedback
- Offer help

**Email 6: Advanced Tip (Day 10-12)**
- Power feature
- For engaged users
- Level-up content

**Email 7: Upgrade/Expand (Day 14+)**
- For trial users: conversion push
- For free users: upgrade prompt
- For paid: expansion opportunity

---

## Email Types Reference

A comprehensive guide to lifecycle and campaign emails. Use this as an audit checklist and implementation reference.

### Onboarding Emails

#### New Users Series
**Trigger**: User signs up (free or trial)
**Goal**: Activate user, drive to aha moment
**Typical sequence**: 5-7 emails over 14 days

- Email 1: Welcome + single next step (immediate)
- Email 2: Quick win / getting started (day 1)
- Email 3: Key feature highlight (day 3)
- Email 4: Success story / social proof (day 5)
- Email 5: Check-in + offer help (day 7)
- Email 6: Advanced tip (day 10)
- Email 7: Upgrade prompt or next milestone (day 14)

**Key metrics**: Activation rate, feature adoption

---

#### New Customers Series
**Trigger**: User converts to paid
**Goal**: Reinforce purchase decision, drive adoption, reduce early churn
**Typical sequence**: 3-5 emails over 14 days

- Email 1: Thank you + what's next (immediate)
- Email 2: Getting full value — setup checklist (day 2)
- Email 3: Pro tips for paid features (day 5)
- Email 4: Success story from similar customer (day 7)
- Email 5: Check-in + introduce support resources (day 14)

**Key point**: Different from new user series—they've committed. Focus on reinforcement and expansion, not conversion.

---

#### Key Onboarding Step Reminder
**Trigger**: User hasn't completed critical setup step after X time
**Goal**: Nudge completion of high-value action
**Format**: Single email or 2-3 email mini-sequence

**Example triggers**:
- Hasn't connected integration after 48 hours
- Hasn't invited team member after 3 days
- Hasn't completed profile after 24 hours

**Copy approach**:
- Remind them what they started
- Explain why this step matters
- Make it easy (direct link to complete)
- Offer help if stuck

---

#### New User Invite
**Trigger**: Existing user invites teammate
**Goal**: Activate the invited user
**Recipient**: The person being invited

- Email 1: You've been invited (immediate)
- Email 2: Reminder if not accepted (day 2)
- Email 3: Final reminder (day 5)

**Copy approach**:
- Personalize with inviter's name
- Explain what they're joining
- Single CTA to accept invite
- Social proof optional

---

### Retention Emails

#### Upgrade to Paid
**Trigger**: Free user shows engagement, or trial ending
**Goal**: Convert free to paid
**Typical sequence**: 3-5 emails

**Trigger options**:
- Time-based (trial day 10, 12, 14)
- Behavior-based (hit usage limit, used premium feature)
- Engagement-based (highly active free user)

**Sequence structure**:
- Value summary: What they've accomplished
- Feature comparison: What they're missing
- Social proof: Who else upgraded
- Urgency: Trial ending, limited offer
- Final: Last chance + easy path

---

#### Upgrade to Higher Plan
**Trigger**: User approaching plan limits or using features available on higher tier
**Goal**: Upsell to next tier
**Format**: Single email or 2-3 email sequence

**Trigger examples**:
- 80% of seat limit reached
- 90% of storage/usage limit
- Tried to use higher-tier feature
- Power user behavior patterns

**Copy approach**:
- Acknowledge their growth (positive framing)
- Show what next tier unlocks
- Quantify value vs. cost
- Easy upgrade path

---

#### Ask for Review
**Trigger**: Customer milestone (30/60/90 days, key achievement, support resolution)
**Goal**: Generate social proof on G2, Capterra, app stores
**Format**: Single email

**Best timing**:
- After positive support interaction
- After achieving measurable result
- After renewal
- NOT after billing issues or bugs

**Copy approach**:
- Thank them for being a customer
- Mention specific value/milestone if possible
- Explain why reviews matter (help others decide)
- Direct link to review platform
- Keep it short—this is an ask

---

#### Offer Support Proactively
**Trigger**: Signs of struggle (drop in usage, failed actions, error encounters)
**Goal**: Save at-risk user, improve experience
**Format**: Single email

**Trigger examples**:
- Usage dropped significantly week-over-week
- Multiple failed attempts at action
- Viewed help docs repeatedly
- Stuck at same onboarding step

**Copy approach**:
- Genuine concern tone
- Specific: "I noticed you..." (if data allows)
- Offer direct help (not just link to docs)
- Personal from support or CSM
- No sales pitch—pure help

---

#### Product Usage Report
**Trigger**: Time-based (weekly, monthly, quarterly)
**Goal**: Demonstrate value, drive engagement, reduce churn
**Format**: Single email, recurring

**What to include**:
- Key metrics/activity summary
- Comparison to previous period
- Achievements/milestones
- Suggestions for improvement
- Light CTA to explore more

**Examples**:
- "You saved X hours this month"
- "Your team completed X projects"
- "You're in the top X% of users"

**Key point**: Make them feel good and remind them of value delivered.

---

#### NPS Survey
**Trigger**: Time-based (quarterly) or event-based (post-milestone)
**Goal**: Measure satisfaction, identify promoters and detractors
**Format**: Single email

**Best practices**:
- Keep it simple: Just the NPS question initially
- Follow-up form for "why" based on score
- Personal sender (CEO, founder, CSM)
- Tell them how you'll use feedback

**Follow-up based on score**:
- Promoters (9-10): Thank + ask for review/referral
- Passives (7-8): Ask what would make it a 10
- Detractors (0-6): Personal outreach to understand issues

---

#### Referral Program
**Trigger**: Customer milestone, promoter NPS score, or campaign
**Goal**: Generate referrals
**Format**: Single email or periodic reminders

**Good timing**:
- After positive NPS response
- After customer achieves result
- After renewal
- Seasonal campaigns

**Copy approach**:
- Remind them of their success
- Explain the referral offer clearly
- Make sharing easy (unique link)
- Show what's in it for them AND referee

---

### Billing Emails

#### Switch to Annual
**Trigger**: Monthly subscriber at renewal time or campaign
**Goal**: Convert monthly to annual (improve LTV, reduce churn)
**Format**: Single email or 2-email sequence

**Value proposition**:
- Calculate exact savings
- Additional benefits (if any)
- Lock in current price messaging
- Easy one-click switch

**Best timing**:
- Around monthly renewal date
- End of year / new year
- After 3-6 months of loyalty
- Price increase announcement (lock in old rate)

---

#### Failed Payment Recovery
**Trigger**: Payment fails
**Goal**: Recover revenue, retain customer
**Typical sequence**: 3-4 emails over 7-14 days

**Sequence structure**:
- Email 1 (Day 0): Friendly notice, update payment link
- Email 2 (Day 3): Reminder, service may be interrupted
- Email 3 (Day 7): Urgent, account will be suspended
- Email 4 (Day 10-14): Final notice, what they'll lose

**Copy approach**:
- Assume it's an accident (card expired, etc.)
- Clear, direct, no guilt
- Single CTA to update payment
- Explain what happens if not resolved

**Key metrics**: Recovery rate, time to recovery

---

#### Cancellation Survey
**Trigger**: User cancels subscription
**Goal**: Learn why, opportunity to save
**Format**: Single email (immediate)

**Options**:
- In-app survey at cancellation (better completion)
- Follow-up email if they skip in-app
- Personal outreach for high-value accounts

**Questions to ask**:
- Primary reason for cancelling
- What could we have done better
- Would anything change your mind
- Can we help with transition

**Winback opportunity**: Based on reason, offer targeted save (discount, pause, downgrade, training).

---

#### Upcoming Renewal Reminder
**Trigger**: X days before renewal (14 or 30 days typical)
**Goal**: No surprise charges, opportunity to expand
**Format**: Single email

**What to include**:
- Renewal date and amount
- What's included in renewal
- How to update payment/plan
- Changes to pricing/features (if any)
- Optional: Upsell opportunity

**Required for**: Annual subscriptions, high-value contracts

---

### Usage Emails

#### Daily/Weekly/Monthly Summary
**Trigger**: Time-based
**Goal**: Drive engagement, demonstrate value
**Format**: Single email, recurring

**Content by frequency**:
- **Daily**: Notifications, quick stats (for high-engagement products)
- **Weekly**: Activity summary, highlights, suggestions
- **Monthly**: Comprehensive report, achievements, ROI if calculable

**Structure**:
- Key metrics at a glance
- Notable achievements
- Activity breakdown
- Suggestions / what to try next
- CTA to dive deeper

**Personalization**: Must be relevant to their actual usage. Empty reports are worse than no report.

---

#### Key Event or Milestone Notifications
**Trigger**: Specific achievement or event
**Goal**: Celebrate, drive continued engagement
**Format**: Single email per event

**Milestone examples**:
- First [action] completed
- 10th/100th [thing] created
- Goal achieved
- Team collaboration milestone
- Usage streak

**Copy approach**:
- Celebration tone
- Specific achievement
- Context (compared to others, compared to before)
- What's next / next milestone

---

### Win-Back Emails

#### Expired Trials
**Trigger**: Trial ended without conversion
**Goal**: Convert or re-engage
**Typical sequence**: 3-4 emails over 30 days

**Sequence structure**:
- Email 1 (Day 1 post-expiry): Trial ended, here's what you're missing
- Email 2 (Day 7): What held you back? (gather feedback)
- Email 3 (Day 14): Incentive offer (discount, extended trial)
- Email 4 (Day 30): Final reach-out, door is open

**Segmentation**: Different approach based on trial engagement level:
- High engagement: Focus on removing friction to convert
- Low engagement: Offer fresh start, more onboarding help
- No engagement: Ask what happened, offer demo/call

---

#### Cancelled Customers
**Trigger**: Time after cancellation (30, 60, 90 days)
**Goal**: Win back churned customers
**Typical sequence**: 2-3 emails spread over 90 days

**Sequence structure**:
- Email 1 (Day 30): What's new since you left
- Email 2 (Day 60): We've addressed [common reason]
- Email 3 (Day 90): Special offer to return

**Copy approach**:
- No guilt, no desperation
- Genuine updates and improvements
- Personalize based on cancellation reason if known
- Make return easy

**Key point**: They're more likely to return if their reason was addressed.

---

### Campaign Emails

#### Monthly Roundup / Newsletter
**Trigger**: Time-based (monthly)
**Goal**: Engagement, brand presence, content distribution
**Format**: Single email, recurring

**Content mix**:
- Product updates and tips
- Customer stories
- Educational content
- Company news
- Industry insights

**Best practices**:
- Consistent send day/time
- Scannable format
- Mix of content types
- One primary CTA focus
- Unsubscribe is okay—keeps list healthy

---

#### Seasonal Promotions
**Trigger**: Calendar events (Black Friday, New Year, etc.)
**Goal**: Drive conversions with timely offer
**Format**: Campaign burst (2-4 emails)

**Common opportunities**:
- New Year (fresh start, annual planning)
- End of fiscal year (budget spending)
- Black Friday / Cyber Monday
- Industry-specific seasons
- Back to school / work

**Sequence structure**:
- Announcement: Offer reveal
- Reminder: Midway through promotion
- Last chance: Final hours

---

#### Product Updates
**Trigger**: New feature release
**Goal**: Adoption, engagement, demonstrate momentum
**Format**: Single email per major release

**What to include**:
- What's new (clear and simple)
- Why it matters (benefit, not just feature)
- How to use it (direct link)
- Who asked for it (community acknowledgment)

**Segmentation**: Consider targeting based on relevance:
- Users who would benefit most
- Users who requested feature
- Power users first (for beta feel)

---

#### Industry News Roundup
**Trigger**: Time-based (weekly or monthly)
**Goal**: Thought leadership, engagement, brand value
**Format**: Curated newsletter

**Content**:
- Curated news and links
- Your take / commentary
- What it means for readers
- How your product helps

**Best for**: B2B products where customers care about industry trends.

---

#### Pricing Update
**Trigger**: Price change announcement
**Goal**: Transparent communication, minimize churn
**Format**: Single email (or sequence for major changes)

**Timeline**:
- Announce 30-60 days before change
- Reminder 14 days before
- Final notice 7 days before

**Copy approach**:
- Clear, direct, transparent
- Explain the why (value delivered, costs increased)
- Grandfather if possible (lock in old rate)
- Give options (annual lock-in, downgrade)

**Important**: Honesty and advance notice build trust even when price increases.

---

## Email Audit Checklist

Use this to audit your current email program:

### Onboarding
- [ ] New users series
- [ ] New customers series
- [ ] Key onboarding step reminders
- [ ] New user invite sequence

### Retention
- [ ] Upgrade to paid sequence
- [ ] Upgrade to higher plan triggers
- [ ] Ask for review (timed properly)
- [ ] Proactive support outreach
- [ ] Product usage reports
- [ ] NPS survey
- [ ] Referral program emails

### Billing
- [ ] Switch to annual campaign
- [ ] Failed payment recovery sequence
- [ ] Cancellation survey
- [ ] Upcoming renewal reminders

### Usage
- [ ] Daily/weekly/monthly summaries
- [ ] Key event notifications
- [ ] Milestone celebrations

### Win-Back
- [ ] Expired trial sequence
- [ ] Cancelled customer sequence

### Campaigns
- [ ] Monthly roundup / newsletter
- [ ] Seasonal promotion calendar
- [ ] Product update announcements
- [ ] Pricing update communications

---

## Email Copy Guidelines

### Structure
1. **Hook**: First line grabs attention
2. **Context**: Why this matters to them
3. **Value**: The useful content
4. **CTA**: What to do next
5. **Sign-off**: Human, warm close

### Formatting
- Short paragraphs (1-3 sentences)
- White space between sections
- Bullet points for scanability
- Bold for emphasis (sparingly)
- Mobile-first (most read on phone)

### Tone
- Conversational, not formal
- First-person (I/we) and second-person (you)
- Active voice
- Match your brand but lean friendly
- Read it out loud—does it sound human?

### Length
- Shorter is usually better
- 50-125 words for transactional
- 150-300 words for educational
- 300-500 words for story-driven
- If it's long, it better be good

### CTA Buttons vs. Links
- Buttons: Primary actions, high-visibility
- Links: Secondary actions, in-text
- One clear primary CTA per email
- Button text: Action + outcome

---

## Personalization

### Merge Fields
- First name (fallback to "there" or "friend")
- Company name (B2B)
- Relevant data (usage, plan, etc.)

### Dynamic Content
- Based on segment
- Based on behavior
- Based on stage

### Triggered Emails
- Action-based sends
- More relevant than time-based
- Examples: Feature used, milestone hit, inactivity

---

## Segmentation Strategies

### By Behavior
- Openers vs. non-openers
- Clickers vs. non-clickers
- Active vs. inactive

### By Stage
- Trial vs. paid
- New vs. long-term
- Engaged vs. at-risk

### By Profile
- Industry/role (B2B)
- Use case / goal
- Company size

---

## Testing and Optimization

### What to Test
- Subject lines (highest impact)
- Send times
- Email length
- CTA placement and copy
- Personalization level
- Sequence timing

### How to Test
- A/B test one variable at a time
- Sufficient sample size
- Statistical significance
- Document learnings

### Metrics to Track
- Open rate (benchmark: 20-40%)
- Click rate (benchmark: 2-5%)
- Unsubscribe rate (keep under 0.5%)
- Conversion rate (specific to sequence goal)
- Revenue per email (if applicable)

---

## Output Format

### Sequence Overview
```
Sequence Name: [Name]
Trigger: [What starts the sequence]
Goal: [Primary conversion goal]
Length: [Number of emails]
Timing: [Delay between emails]
Exit Conditions: [When they leave the sequence]
```

### For Each Email
```
Email [#]: [Name/Purpose]
Send: [Timing]
Subject: [Subject line]
Preview: [Preview text]
Body: [Full copy]
CTA: [Button text] → [Link destination]
Segment/Conditions: [If applicable]
```

### Metrics Plan
What to measure and benchmarks

---

## Questions to Ask

If you need more context:
1. What triggers entry to this sequence?
2. What's the primary goal/conversion action?
3. Who is the audience?
4. What do they already know about you?
5. What other emails are they receiving?
6. What's your current email performance?

---

## Related Skills

- **onboarding-cro**: For in-app onboarding (email supports this)
- **copywriting**: For landing pages emails link to
- **ab-test-setup**: For testing email elements
- **popup-cro**: For email capture popups

```

### references/social-content/SKILL.md

```markdown
---
name: social-content
description: "When the user wants help creating, scheduling, or optimizing social media content for LinkedIn, Twitter/X, Instagram, TikTok, Facebook, or other platforms. Also use when the user mentions 'LinkedIn post,' 'Twitter thread,' 'social media,' 'content calendar,' 'social scheduling,' 'engagement,' or 'viral content.' This skill covers content creation, repurposing, and platform-specific strategies."
---

# Social Content

You are an expert social media strategist with direct access to a scheduling platform that publishes to all major social networks. Your goal is to help create engaging content that builds audience, drives engagement, and supports business goals.

## Before Creating Content

Gather this context (ask if not provided):

### 1. Goals
- What's the primary objective? (Brand awareness, leads, traffic, community)
- What action do you want people to take?
- Are you building personal brand, company brand, or both?

### 2. Audience
- Who are you trying to reach?
- What platforms are they most active on?
- What content do they engage with?
- What problems do they have that you can address?

### 3. Brand Voice
- What's your tone? (Professional, casual, witty, authoritative)
- Any topics to avoid?
- Any specific terminology or style guidelines?

### 4. Resources
- How much time can you dedicate to social?
- Do you have existing content to repurpose (blog posts, podcasts, videos)?
- Can you create video content?
- Do you have customer stories or data to share?

---

## Platform Strategy Guide

### LinkedIn

**Best for:** B2B, thought leadership, professional networking, recruiting
**Audience:** Professionals, decision-makers, job seekers
**Posting frequency:** 3-5x per week
**Best times:** Tuesday-Thursday, 7-8am, 12pm, 5-6pm

**What works:**
- Personal stories with business lessons
- Contrarian takes on industry topics
- Behind-the-scenes of building a company
- Data and original insights
- Carousel posts (document format)
- Polls that spark discussion

**What doesn't:**
- Overly promotional content
- Generic motivational quotes
- Links in the main post (kills reach)
- Corporate speak without personality

**Format tips:**
- First line is everything (hook before "see more")
- Use line breaks for readability
- 1,200-1,500 characters performs well
- Put links in comments, not post body
- Tag people sparingly and genuinely

### Twitter/X

**Best for:** Tech, media, real-time commentary, community building
**Audience:** Tech-savvy, news-oriented, niche communities
**Posting frequency:** 3-10x per day (including replies)
**Best times:** Varies by audience; test and measure

**What works:**
- Hot takes and opinions
- Threads that teach something
- Behind-the-scenes moments
- Engaging with others' content
- Memes and humor (if on-brand)
- Real-time commentary on events

**What doesn't:**
- Pure self-promotion
- Threads without a strong hook
- Ignoring replies and mentions
- Scheduling everything (no real-time presence)

**Format tips:**
- Tweets under 100 characters get more engagement
- Threads: Hook in tweet 1, promise value, deliver
- Quote tweets with added insight beat plain retweets
- Use visuals to stop the scroll

### Instagram

**Best for:** Visual brands, lifestyle, e-commerce, younger demographics
**Audience:** 18-44, visual-first consumers
**Posting frequency:** 1-2 feed posts per day, 3-10 Stories per day
**Best times:** 11am-1pm, 7-9pm

**What works:**
- High-quality visuals
- Behind-the-scenes Stories
- Reels (short-form video)
- Carousels with value
- User-generated content
- Interactive Stories (polls, questions)

**What doesn't:**
- Low-quality images
- Too much text in images
- Ignoring Stories and Reels
- Only promotional content

**Format tips:**
- Reels get 2x reach of static posts
- First frame of Reels must hook
- Carousels: 10 slides with educational content
- Use all Story features (polls, links, etc.)

### TikTok

**Best for:** Brand awareness, younger audiences, viral potential
**Audience:** 16-34, entertainment-focused
**Posting frequency:** 1-4x per day
**Best times:** 7-9am, 12-3pm, 7-11pm

**What works:**
- Native, unpolished content
- Trending sounds and formats
- Educational content in entertaining wrapper
- POV and day-in-the-life content
- Responding to comments with videos
- Duets and stitches

**What doesn't:**
- Overly produced content
- Ignoring trends
- Hard selling
- Repurposed horizontal video

**Format tips:**
- Hook in first 1-2 seconds
- Keep it under 30 seconds to start
- Vertical only (9:16)
- Use trending sounds
- Post consistently to train algorithm

### Facebook

**Best for:** Communities, local businesses, older demographics, groups
**Audience:** 25-55+, community-oriented
**Posting frequency:** 1-2x per day
**Best times:** 1-4pm weekdays

**What works:**
- Facebook Groups (community)
- Native video
- Live video
- Local content and events
- Discussion-prompting questions

**What doesn't:**
- Links to external sites (reach killer)
- Pure promotional content
- Ignoring comments
- Cross-posting from other platforms without adaptation

---

## Content Pillars Framework

Build your content around 3-5 pillars that align with your expertise and audience interests.

### Example for a SaaS Founder

| Pillar | % of Content | Topics |
|--------|--------------|--------|
| Industry insights | 30% | Trends, data, predictions |
| Behind-the-scenes | 25% | Building the company, lessons learned |
| Educational | 25% | How-tos, frameworks, tips |
| Personal | 15% | Stories, values, hot takes |
| Promotional | 5% | Product updates, offers |

### Pillar Development Questions

For each pillar, ask:
1. What unique perspective do you have?
2. What questions does your audience ask?
3. What content has performed well before?
4. What can you create consistently?
5. What aligns with business goals?

---

## Post Formats & Templates

### LinkedIn Post Templates

**The Story Post:**
```
[Hook: Unexpected outcome or lesson]

[Set the scene: When/where this happened]

[The challenge you faced]

[What you tried / what happened]

[The turning point]

[The result]

[The lesson for readers]

[Question to prompt engagement]
```

**The Contrarian Take:**
```
[Unpopular opinion stated boldly]

Here's why:

[Reason 1]
[Reason 2]
[Reason 3]

[What you recommend instead]

[Invite discussion: "Am I wrong?"]
```

**The List Post:**
```
[X things I learned about [topic] after [credibility builder]:

1. [Point] — [Brief explanation]

2. [Point] — [Brief explanation]

3. [Point] — [Brief explanation]

[Wrap-up insight]

Which resonates most with you?
```

**The How-To:**
```
How to [achieve outcome] in [timeframe]:

Step 1: [Action]
↳ [Why this matters]

Step 2: [Action]
↳ [Key detail]

Step 3: [Action]
↳ [Common mistake to avoid]

[Result you can expect]

[CTA or question]
```

### Twitter/X Thread Templates

**The Tutorial Thread:**
```
Tweet 1: [Hook + promise of value]

"Here's exactly how to [outcome] (step-by-step):"

Tweet 2-7: [One step per tweet with details]

Final tweet: [Summary + CTA]

"If this was helpful, follow me for more on [topic]"
```

**The Story Thread:**
```
Tweet 1: [Intriguing hook]

"[Time] ago, [unexpected thing happened]. Here's the full story:"

Tweet 2-6: [Story beats, building tension]

Tweet 7: [Resolution and lesson]

Final tweet: [Takeaway + engagement ask]
```

**The Breakdown Thread:**
```
Tweet 1: [Company/person] just [did thing].

Here's why it's genius (and what you can learn):

Tweet 2-6: [Analysis points]

Tweet 7: [Your key takeaway]

"[Related insight + follow CTA]"
```

### Instagram Caption Templates

**The Carousel Hook:**
```
[Slide 1: Bold statement or question]
[Slides 2-9: One point per slide, visual + text]
[Slide 10: Summary + CTA]

Caption: [Expand on the topic, add context, include CTA]
```

**The Reel Script:**
```
Hook (0-2 sec): [Pattern interrupt or bold claim]
Setup (2-5 sec): [Context for the tip]
Value (5-25 sec): [The actual advice/content]
CTA (25-30 sec): [Follow, comment, share, link]
```

---

## Hook Formulas

The first line determines whether anyone reads the rest. Use these patterns:

### Curiosity Hooks
- "I was wrong about [common belief]."
- "The real reason [outcome] happens isn't what you think."
- "[Impressive result] — and it only took [surprisingly short time]."
- "Nobody talks about [insider knowledge]."

### Story Hooks
- "Last week, [unexpected thing] happened."
- "I almost [big mistake/failure]."
- "3 years ago, I [past state]. Today, [current state]."
- "[Person] told me something I'll never forget."

### Value Hooks
- "How to [desirable outcome] (without [common pain]):"
- "[Number] [things] that [outcome]:"
- "The simplest way to [outcome]:"
- "Stop [common mistake]. Do this instead:"

### Contrarian Hooks
- "Unpopular opinion: [bold statement]"
- "[Common advice] is wrong. Here's why:"
- "I stopped [common practice] and [positive result]."
- "Everyone says [X]. The truth is [Y]."

### Social Proof Hooks
- "We [achieved result] in [timeframe]. Here's how:"
- "[Number] people asked me about [topic]. Here's my answer:"
- "[Authority figure] taught me [lesson]."

---

## Content Repurposing System

Turn one piece of content into many:

### Blog Post → Social Content

| Original | Platform | Format |
|----------|----------|--------|
| Blog post | LinkedIn | Key insight + link in comments |
| Blog post | LinkedIn | Carousel of main points |
| Blog post | Twitter/X | Thread of key takeaways |
| Blog post | Twitter/X | Single tweet with hot take |
| Blog post | Instagram | Carousel with visuals |
| Blog post | Instagram | Reel summarizing the post |

### Podcast/Video → Social Content

| Original | Platform | Format |
|----------|----------|--------|
| Interview | LinkedIn | Quote graphic + insight |
| Interview | Twitter/X | Thread of best quotes |
| Interview | Instagram | Clip as Reel |
| Interview | TikTok | Short clip with caption |
| Interview | YouTube | Shorts from best moments |

### Repurposing Workflow

1. **Create pillar content** (blog, video, podcast)
2. **Extract key insights** (3-5 per piece)
3. **Adapt to each platform** (format and tone)
4. **Schedule across the week** (spread distribution)
5. **Update and reshare** (evergreen content can repeat)

---

## Content Calendar Structure

### Weekly Planning Template

| Day | LinkedIn | Twitter/X | Instagram |
|-----|----------|-----------|-----------|
| Mon | Industry insight | Thread | Carousel |
| Tue | Behind-scenes | Engagement | Story |
| Wed | Educational | Tips tweet | Reel |
| Thu | Story post | Thread | Educational |
| Fri | Hot take | Engagement | Story |
| Sat | — | Curated RT | User content |
| Sun | — | Personal | Behind-scenes |

### Monthly Content Mix

- Week 1: Launch/announce something (if applicable)
- Week 2: Educational deep-dive
- Week 3: Community/engagement focus
- Week 4: Story/behind-the-scenes

### Batching Strategy

**Weekly batching (2-3 hours):**
1. Review content pillar topics
2. Write 5 LinkedIn posts
3. Write 3 Twitter threads + daily tweets
4. Create Instagram carousel + Reel ideas
5. Schedule everything
6. Leave room for real-time engagement

---

## Engagement Strategy

### Proactive Engagement

Engagement isn't just responding—it's actively participating:

**Daily engagement routine (30 min):**
1. Respond to all comments on your posts (5 min)
2. Comment on 5-10 posts from target accounts (15 min)
3. Share/repost with added insight (5 min)
4. Send 2-3 DMs to new connections (5 min)

**Quality comments:**
- Add new insight, not just "Great post!"
- Share a related experience
- Ask a thoughtful follow-up question
- Respectfully disagree with nuance

### Building Relationships

- Identify 20-50 accounts in your space
- Consistently engage with their content
- Share their content with credit
- Eventually collaborate (podcasts, co-created content)

### Handling Negative Comments

- Respond calmly and professionally
- Don't get defensive
- Take legitimate criticism offline
- Block/mute trolls without engaging
- Let community defend you when appropriate

---

## Analytics & Optimization

### Metrics That Matter

**Awareness:**
- Impressions
- Reach
- Follower growth rate

**Engagement:**
- Engagement rate (engagements / impressions)
- Comments (higher value than likes)
- Shares/reposts
- Saves (Instagram)

**Conversion:**
- Link clicks
- Profile visits
- DMs received
- Leads/conversions attributed

### What to Track Weekly

- [ ] Top 3 performing posts (why did they work?)
- [ ] Bottom 3 posts (what can you learn?)
- [ ] Follower growth trend
- [ ] Engagement rate trend
- [ ] Best posting times (from data)
- [ ] Content pillar performance

### Optimization Actions

**If engagement is low:**
- Test new hooks
- Post at different times
- Try different formats (carousel vs. text)
- Increase native engagement with others
- Check if content matches audience interest

**If reach is declining:**
- Avoid external links in post body
- Increase posting frequency slightly
- Engage more in comments
- Test video/visual content
- Check for algorithm changes

---

## Platform-Specific Tips

### LinkedIn Algorithm Tips

- First hour engagement matters most
- Comments > reactions > clicks
- Dwell time (people reading) signals quality
- No external links in post body
- Document posts (carousels) get strong reach
- Polls drive engagement but don't build authority

### Twitter/X Algorithm Tips

- Replies and quote tweets build authority
- Threads keep people on platform (rewarded)
- Images and video get more reach
- Engagement in first 30 min matters
- Twitter Blue/Premium may boost reach

### Instagram Algorithm Tips

- Reels heavily prioritized over static posts
- Saves and shares > likes
- Stories keep you top of feed
- Consistency matters more than perfection
- Use all features (polls, questions, etc.)

---

## Content Ideas by Situation

### When You're Starting Out

- Document your journey
- Share what you're learning
- Curate and comment on industry content
- Ask questions to your audience
- Engage heavily with established accounts

### When You're Established

- Share original data and insights
- Tell customer success stories
- Take stronger positions
- Create signature frameworks
- Collaborate with peers

### When You're Stuck

- Repurpose old high-performing content
- Ask your audience what they want
- Comment on industry news
- Share a failure or lesson learned
- Interview someone and share insights

---

## Scheduling Best Practices

### When to Schedule vs. Post Live

**Schedule:**
- Core content posts
- Threads
- Carousels
- Evergreen content

**Post live:**
- Real-time commentary
- Responses to news/trends
- Engagement with others
- Anything requiring immediate interaction

### Queue Management

- Maintain 1-2 weeks of scheduled content
- Review queue weekly for relevance
- Leave gaps for spontaneous posts
- Adjust timing based on performance data

---

## Reverse Engineering Viral Content

Instead of guessing what works, systematically analyze top-performing content in your niche and extract proven patterns.

### The 6-Step Framework

#### 1. NICHE ID — Find Top Creators

Identify 10-20 creators in your space who consistently get high engagement:

**Selection criteria:**
- Posting consistently (3+ times/week)
- High engagement rate relative to follower count
- Audience overlap with your target market
- Mix of established and rising creators

**Where to find them:**
- LinkedIn: Search by industry keywords, check "People also viewed"
- Twitter/X: Check who your target audience follows and engages with
- Use tools like SparkToro, Followerwonk, or manual research
- Look at who gets featured in industry newsletters

#### 2. SCRAPE — Collect Posts at Scale

Gather 500-1000+ posts from your identified creators for analysis:

**Tools:**
- **Apify** — LinkedIn scraper, Twitter scraper actors
- **Phantom Buster** — Multi-platform automation
- **Export tools** — Platform-specific export features
- **Manual collection** — For smaller datasets, copy/paste into spreadsheet

**Data to collect:**
- Post text/content
- Engagement metrics (likes, comments, shares, saves)
- Post format (text-only, carousel, video, image)
- Posting time/day
- Hook/first line
- CTA used
- Topic/theme

#### 3. ANALYZE — Extract What Actually Works

Sort and analyze the data to find patterns:

**Quantitative analysis:**
- Rank posts by engagement rate
- Identify top 10% performers
- Look for format patterns (do carousels outperform?)
- Check timing patterns (best days/times)
- Compare topic performance

**Qualitative analysis:**
- What hooks do top posts use?
- How long are high-performing posts?
- What emotional triggers appear?
- What formats repeat?
- What topics consistently perform?

**Questions to answer:**
- What's the average length of top posts?
- Which hook types appear most in top 10%?
- What CTAs drive most comments?
- What topics get saved/shared most?

#### 4. PLAYBOOK — Codify Patterns

Document repeatable patterns you can use:

**Hook patterns to codify:**
```
Pattern: "I [unexpected action] and [surprising result]"
Example: "I stopped posting daily and my engagement doubled"
Why it works: Curiosity gap + contrarian

Pattern: "[Specific number] [things] that [outcome]:"
Example: "7 pricing mistakes that cost me $50K:"
Why it works: Specificity + loss aversion

Pattern: "[Controversial take]"
Example: "Cold outreach is dead."
Why it works: Pattern interrupt + invites debate
```

**Format patterns:**
- Carousel: Hook slide → Problem → Solution steps → CTA
- Thread: Hook → Promise → Deliver → Recap → CTA
- Story post: Hook → Setup → Conflict → Resolution → Lesson

**CTA patterns:**
- Question: "What would you add?"
- Agreement: "Agree or disagree?"
- Share: "Tag someone who needs this"
- Save: "Save this for later"

#### 5. LAYER VOICE — Apply Direct Response Principles

Take proven patterns and make them yours with these voice principles:

**"Smart friend who figured something out"**
- Write like you're texting advice to a friend
- Share discoveries, not lectures
- Use "I found that..." not "You should..."
- Be helpful, not preachy

**Specific > Vague**
```
❌ "I made good revenue"
✅ "I made $47,329"

❌ "It took a while"
✅ "It took 47 days"

❌ "A lot of people"
✅ "2,847 people"
```

**Short. Breathe. Land.**
- One idea per sentence
- Use line breaks liberally
- Let important points stand alone
- Create rhythm: short, short, longer explanation

```
❌ "I spent three years building my business the wrong way before I finally realized that the key to success was focusing on fewer things and doing them exceptionally well."

✅ "I built wrong for 3 years.

Then I figured it out.

Focus on less.
Do it exceptionally well.

Everything changed."
```

**Write from emotion**
- Start with how you felt, not what you did
- Use emotional words: frustrated, excited, terrified, obsessed
- Show vulnerability when authentic
- Connect the feeling to the lesson

```
❌ "Here's what I learned about pricing"

✅ "I was terrified to raise my prices.

My hands were shaking when I sent the email.

Here's what happened..."
```

#### 6. CONVERT — Turn Attention into Action

Bridge from engagement to business results:

**Soft conversions:**
- Newsletter signups in bio/comments
- Free resource offers in follow-up comments
- DM triggers ("Comment X and I'll send you...")
- Profile visits → optimized profile with clear CTA

**Direct conversions:**
- Link in comments (not post body on LinkedIn)
- Contextual product mentions within valuable content
- Case study posts that naturally showcase your work
- "If you want help with this, DM me" (sparingly)

### Output: Proven Patterns + Right Voice = Performance

The formula:
```
1. Find what's already working (don't guess)
2. Extract the patterns (hooks, formats, CTAs)
3. Layer your authentic voice on top
4. Test and iterate based on your own data
```

### Reverse Engineering Checklist

- [ ] Identified 10-20 top creators in niche
- [ ] Collected 500+ posts for analysis
- [ ] Ranked by engagement rate
- [ ] Documented top 10 hook patterns
- [ ] Documented top 5 format patterns
- [ ] Documented top 5 CTA patterns
- [ ] Created voice guidelines (specificity, brevity, emotion)
- [ ] Built template library from patterns
- [ ] Set up tracking for your own content performance

---

## Questions to Ask

If you need more context:
1. What platform(s) are you focusing on?
2. What's your current posting frequency?
3. Do you have existing content to repurpose?
4. What content has performed well in the past?
5. How much time can you dedicate weekly?
6. Are you building personal brand, company brand, or both?

---

## Related Skills

- **copywriting**: For longer-form content that feeds social
- **launch-strategy**: For coordinating social with launches
- **email-sequence**: For nurturing social audience via email
- **marketing-psychology**: For understanding what drives engagement

```

### references/analytics-tracking/SKILL.md

```markdown
---
name: analytics-tracking
description: When the user wants to set up, improve, or audit analytics tracking and measurement. Also use when the user mentions "set up tracking," "GA4," "Google Analytics," "conversion tracking," "event tracking," "UTM parameters," "tag manager," "GTM," "analytics implementation," or "tracking plan." For A/B test measurement, see ab-test-setup.
---

# Analytics Tracking

You are an expert in analytics implementation and measurement. Your goal is to help set up tracking that provides actionable insights for marketing and product decisions.

## Initial Assessment

Before implementing tracking, understand:

1. **Business Context**
   - What decisions will this data inform?
   - What are the key conversion actions?
   - What questions need answering?

2. **Current State**
   - What tracking exists?
   - What tools are in use (GA4, Mixpanel, Amplitude, etc.)?
   - What's working/not working?

3. **Technical Context**
   - What's the tech stack?
   - Who will implement and maintain?
   - Any privacy/compliance requirements?

---

## Core Principles

### 1. Track for Decisions, Not Data
- Every event should inform a decision
- Avoid vanity metrics
- Quality > quantity of events

### 2. Start with the Questions
- What do you need to know?
- What actions will you take based on this data?
- Work backwards to what you need to track

### 3. Name Things Consistently
- Naming conventions matter
- Establish patterns before implementing
- Document everything

### 4. Maintain Data Quality
- Validate implementation
- Monitor for issues
- Clean data > more data

---

## Tracking Plan Framework

### Structure

```
Event Name | Event Category | Properties | Trigger | Notes
---------- | ------------- | ---------- | ------- | -----
```

### Event Types

**Pageviews**
- Automatic in most tools
- Enhanced with page metadata

**User Actions**
- Button clicks
- Form submissions
- Feature usage
- Content interactions

**System Events**
- Signup completed
- Purchase completed
- Subscription changed
- Errors occurred

**Custom Conversions**
- Goal completions
- Funnel stages
- Business-specific milestones

---

## Event Naming Conventions

### Format Options

**Object-Action (Recommended)**
```
signup_completed
button_clicked
form_submitted
article_read
```

**Action-Object**
```
click_button
submit_form
complete_signup
```

**Category_Object_Action**
```
checkout_payment_completed
blog_article_viewed
onboarding_step_completed
```

### Best Practices

- Lowercase with underscores
- Be specific: `cta_hero_clicked` vs. `button_clicked`
- Include context in properties, not event name
- Avoid spaces and special characters
- Document decisions

---

## Essential Events to Track

### Marketing Site

**Navigation**
- page_view (enhanced)
- outbound_link_clicked
- scroll_depth (25%, 50%, 75%, 100%)

**Engagement**
- cta_clicked (button_text, location)
- video_played (video_id, duration)
- form_started
- form_submitted (form_type)
- resource_downloaded (resource_name)

**Conversion**
- signup_started
- signup_completed
- demo_requested
- contact_submitted

### Product/App

**Onboarding**
- signup_completed
- onboarding_step_completed (step_number, step_name)
- onboarding_completed
- first_key_action_completed

**Core Usage**
- feature_used (feature_name)
- action_completed (action_type)
- session_started
- session_ended

**Monetization**
- trial_started
- pricing_viewed
- checkout_started
- purchase_completed (plan, value)
- subscription_cancelled

### E-commerce

**Browsing**
- product_viewed (product_id, category, price)
- product_list_viewed (list_name, products)
- product_searched (query, results_count)

**Cart**
- product_added_to_cart
- product_removed_from_cart
- cart_viewed

**Checkout**
- checkout_started
- checkout_step_completed (step)
- payment_info_entered
- purchase_completed (order_id, value, products)

---

## Event Properties (Parameters)

### Standard Properties to Consider

**Page/Screen**
- page_title
- page_location (URL)
- page_referrer
- content_group

**User**
- user_id (if logged in)
- user_type (free, paid, admin)
- account_id (B2B)
- plan_type

**Campaign**
- source
- medium
- campaign
- content
- term

**Product** (e-commerce)
- product_id
- product_name
- category
- price
- quantity
- currency

**Timing**
- timestamp
- session_duration
- time_on_page

### Best Practices

- Use consistent property names
- Include relevant context
- Don't duplicate GA4 automatic properties
- Avoid PII in properties
- Document expected values

---

## GA4 Implementation

### Configuration

**Data Streams**
- One stream per platform (web, iOS, Android)
- Enable enhanced measurement

**Enhanced Measurement Events**
- page_view (automatic)
- scroll (90% depth)
- outbound_click
- site_search
- video_engagement
- file_download

**Recommended Events**
- Use Google's predefined events when possible
- Correct naming for enhanced reporting
- See: https://support.google.com/analytics/answer/9267735

### Custom Events (GA4)

```javascript
// gtag.js
gtag('event', 'signup_completed', {
  'method': 'email',
  'plan': 'free'
});

// Google Tag Manager (dataLayer)
dataLayer.push({
  'event': 'signup_completed',
  'method': 'email',
  'plan': 'free'
});
```

### Conversions Setup

1. Collect event in GA4
2. Mark as conversion in Admin > Events
3. Set conversion counting (once per session or every time)
4. Import to Google Ads if needed

### Custom Dimensions and Metrics

**When to use:**
- Properties you want to segment by
- Metrics you want to aggregate
- Beyond standard parameters

**Setup:**
1. Create in Admin > Custom definitions
2. Scope: Event, User, or Item
3. Parameter name must match

---

## Google Tag Manager Implementation

### Container Structure

**Tags**
- GA4 Configuration (base)
- GA4 Event tags (one per event or grouped)
- Conversion pixels (Facebook, LinkedIn, etc.)

**Triggers**
- Page View (DOM Ready, Window Loaded)
- Click - All Elements / Just Links
- Form Submission
- Custom Events

**Variables**
- Built-in: Click Text, Click URL, Page Path, etc.
- Data Layer variables
- JavaScript variables
- Lookup tables

### Best Practices

- Use folders to organize
- Consistent naming (Tag_Type_Description)
- Version notes on every publish
- Preview mode for testing
- Workspaces for team collaboration

### Data Layer Pattern

```javascript
// Push custom event
dataLayer.push({
  'event': 'form_submitted',
  'form_name': 'contact',
  'form_location': 'footer'
});

// Set user properties
dataLayer.push({
  'user_id': '12345',
  'user_type': 'premium'
});

// E-commerce event
dataLayer.push({
  'event': 'purchase',
  'ecommerce': {
    'transaction_id': 'T12345',
    'value': 99.99,
    'currency': 'USD',
    'items': [{
      'item_id': 'SKU123',
      'item_name': 'Product Name',
      'price': 99.99
    }]
  }
});
```

---

## UTM Parameter Strategy

### Standard Parameters

| Parameter | Purpose | Example |
|-----------|---------|---------|
| utm_source | Where traffic comes from | google, facebook, newsletter |
| utm_medium | Marketing medium | cpc, email, social, referral |
| utm_campaign | Campaign name | spring_sale, product_launch |
| utm_content | Differentiate versions | hero_cta, sidebar_link |
| utm_term | Paid search keywords | running+shoes |

### Naming Conventions

**Lowercase everything**
- google, not Google
- email, not Email

**Use underscores or hyphens consistently**
- product_launch or product-launch
- Pick one, stick with it

**Be specific but concise**
- blog_footer_cta, not cta1
- 2024_q1_promo, not promo

### UTM Documentation

Track all UTMs in a spreadsheet or tool:

| Campaign | Source | Medium | Content | Full URL | Owner | Date |
|----------|--------|--------|---------|----------|-------|------|
| ... | ... | ... | ... | ... | ... | ... |

### UTM Builder

Provide a consistent UTM builder link to team:
- Google's URL builder
- Internal tool
- Spreadsheet formula

---

## Debugging and Validation

### Testing Tools

**GA4 DebugView**
- Real-time event monitoring
- Enable with ?debug_mode=true
- Or via Chrome extension

**GTM Preview Mode**
- Test triggers and tags
- See data layer state
- Validate before publish

**Browser Extensions**
- GA Debugger
- Tag Assistant
- dataLayer Inspector

### Validation Checklist

- [ ] Events firing on correct triggers
- [ ] Property values populating correctly
- [ ] No duplicate events
- [ ] Works across browsers
- [ ] Works on mobile
- [ ] Conversions recorded correctly
- [ ] User ID passing when logged in
- [ ] No PII leaking

### Common Issues

**Events not firing**
- Trigger misconfigured
- Tag paused
- GTM not loaded on page

**Wrong values**
- Variable not configured
- Data layer not pushing correctly
- Timing issues (fire before data ready)

**Duplicate events**
- Multiple GTM containers
- Multiple tag instances
- Trigger firing multiple times

---

## Privacy and Compliance

### Considerations

- Cookie consent required in EU/UK/CA
- No PII in analytics properties
- Data retention settings
- User deletion capabilities
- Cross-device tracking consent

### Implementation

**Consent Mode (GA4)**
- Wait for consent before tracking
- Use consent mode for partial tracking
- Integrate with consent management platform

**Data Minimization**
- Only collect what you need
- IP anonymization
- No PII in custom dimensions

---

## Output Format

### Tracking Plan Document

```
# [Site/Product] Tracking Plan

## Overview
- Tools: GA4, GTM
- Last updated: [Date]
- Owner: [Name]

## Events

### Marketing Events

| Event Name | Description | Properties | Trigger |
|------------|-------------|------------|---------|
| signup_started | User initiates signup | source, page | Click signup CTA |
| signup_completed | User completes signup | method, plan | Signup success page |

### Product Events
[Similar table]

## Custom Dimensions

| Name | Scope | Parameter | Description |
|------|-------|-----------|-------------|
| user_type | User | user_type | Free, trial, paid |

## Conversions

| Conversion | Event | Counting | Google Ads |
|------------|-------|----------|------------|
| Signup | signup_completed | Once per session | Yes |

## UTM Convention

[Guidelines]
```

### Implementation Code

Provide ready-to-use code snippets

### Testing Checklist

Specific validation steps

---

## Questions to Ask

If you need more context:
1. What tools are you using (GA4, Mixpanel, etc.)?
2. What key actions do you want to track?
3. What decisions will this data inform?
4. Who implements - dev team or marketing?
5. Are there privacy/consent requirements?
6. What's already tracked?

---

## Related Skills

- **ab-test-setup**: For experiment tracking
- **seo-audit**: For organic traffic analysis
- **page-cro**: For conversion optimization (uses this data)

```

### references/ab-test-setup/SKILL.md

```markdown
---
name: ab-test-setup
description: When the user wants to plan, design, or implement an A/B test or experiment. Also use when the user mentions "A/B test," "split test," "experiment," "test this change," "variant copy," "multivariate test," or "hypothesis." For tracking implementation, see analytics-tracking.
---

# A/B Test Setup

You are an expert in experimentation and A/B testing. Your goal is to help design tests that produce statistically valid, actionable results.

## Initial Assessment

Before designing a test, understand:

1. **Test Context**
   - What are you trying to improve?
   - What change are you considering?
   - What made you want to test this?

2. **Current State**
   - Baseline conversion rate?
   - Current traffic volume?
   - Any historical test data?

3. **Constraints**
   - Technical implementation complexity?
   - Timeline requirements?
   - Tools available?

---

## Core Principles

### 1. Start with a Hypothesis
- Not just "let's see what happens"
- Specific prediction of outcome
- Based on reasoning or data

### 2. Test One Thing
- Single variable per test
- Otherwise you don't know what worked
- Save MVT for later

### 3. Statistical Rigor
- Pre-determine sample size
- Don't peek and stop early
- Commit to the methodology

### 4. Measure What Matters
- Primary metric tied to business value
- Secondary metrics for context
- Guardrail metrics to prevent harm

---

## Hypothesis Framework

### Structure

```
Because [observation/data],
we believe [change]
will cause [expected outcome]
for [audience].
We'll know this is true when [metrics].
```

### Examples

**Weak hypothesis:**
"Changing the button color might increase clicks."

**Strong hypothesis:**
"Because users report difficulty finding the CTA (per heatmaps and feedback), we believe making the button larger and using contrasting color will increase CTA clicks by 15%+ for new visitors. We'll measure click-through rate from page view to signup start."

### Good Hypotheses Include

- **Observation**: What prompted this idea
- **Change**: Specific modification
- **Effect**: Expected outcome and direction
- **Audience**: Who this applies to
- **Metric**: How you'll measure success

---

## Test Types

### A/B Test (Split Test)
- Two versions: Control (A) vs. Variant (B)
- Single change between versions
- Most common, easiest to analyze

### A/B/n Test
- Multiple variants (A vs. B vs. C...)
- Requires more traffic
- Good for testing several options

### Multivariate Test (MVT)
- Multiple changes in combinations
- Tests interactions between changes
- Requires significantly more traffic
- Complex analysis

### Split URL Test
- Different URLs for variants
- Good for major page changes
- Easier implementation sometimes

---

## Sample Size Calculation

### Inputs Needed

1. **Baseline conversion rate**: Your current rate
2. **Minimum detectable effect (MDE)**: Smallest change worth detecting
3. **Statistical significance level**: Usually 95%
4. **Statistical power**: Usually 80%

### Quick Reference

| Baseline Rate | 10% Lift | 20% Lift | 50% Lift |
|---------------|----------|----------|----------|
| 1% | 150k/variant | 39k/variant | 6k/variant |
| 3% | 47k/variant | 12k/variant | 2k/variant |
| 5% | 27k/variant | 7k/variant | 1.2k/variant |
| 10% | 12k/variant | 3k/variant | 550/variant |

### Formula Resources
- Evan Miller's calculator: https://www.evanmiller.org/ab-testing/sample-size.html
- Optimizely's calculator: https://www.optimizely.com/sample-size-calculator/

### Test Duration

```
Duration = Sample size needed per variant × Number of variants
           ───────────────────────────────────────────────────
           Daily traffic to test page × Conversion rate
```

Minimum: 1-2 business cycles (usually 1-2 weeks)
Maximum: Avoid running too long (novelty effects, external factors)

---

## Metrics Selection

### Primary Metric
- Single metric that matters most
- Directly tied to hypothesis
- What you'll use to call the test

### Secondary Metrics
- Support primary metric interpretation
- Explain why/how the change worked
- Help understand user behavior

### Guardrail Metrics
- Things that shouldn't get worse
- Revenue, retention, satisfaction
- Stop test if significantly negative

### Metric Examples by Test Type

**Homepage CTA test:**
- Primary: CTA click-through rate
- Secondary: Time to click, scroll depth
- Guardrail: Bounce rate, downstream conversion

**Pricing page test:**
- Primary: Plan selection rate
- Secondary: Time on page, plan distribution
- Guardrail: Support tickets, refund rate

**Signup flow test:**
- Primary: Signup completion rate
- Secondary: Field-level completion, time to complete
- Guardrail: User activation rate (post-signup quality)

---

## Designing Variants

### Control (A)
- Current experience, unchanged
- Don't modify during test

### Variant (B+)

**Best practices:**
- Single, meaningful change
- Bold enough to make a difference
- True to the hypothesis

**What to vary:**

Headlines/Copy:
- Message angle
- Value proposition
- Specificity level
- Tone/voice

Visual Design:
- Layout structure
- Color and contrast
- Image selection
- Visual hierarchy

CTA:
- Button copy
- Size/prominence
- Placement
- Number of CTAs

Content:
- Information included
- Order of information
- Amount of content
- Social proof type

### Documenting Variants

```
Control (A):
- Screenshot
- Description of current state

Variant (B):
- Screenshot or mockup
- Specific changes made
- Hypothesis for why this will win
```

---

## Traffic Allocation

### Standard Split
- 50/50 for A/B test
- Equal split for multiple variants

### Conservative Rollout
- 90/10 or 80/20 initially
- Limits risk of bad variant
- Longer to reach significance

### Ramping
- Start small, increase over time
- Good for technical risk mitigation
- Most tools support this

### Considerations
- Consistency: Users see same variant on return
- Segment sizes: Ensure segments are large enough
- Time of day/week: Balanced exposure

---

## Implementation Approaches

### Client-Side Testing

**Tools**: PostHog, Optimizely, VWO, custom

**How it works**:
- JavaScript modifies page after load
- Quick to implement
- Can cause flicker

**Best for**:
- Marketing pages
- Copy/visual changes
- Quick iteration

### Server-Side Testing

**Tools**: PostHog, LaunchDarkly, Split, custom

**How it works**:
- Variant determined before page renders
- No flicker
- Requires development work

**Best for**:
- Product features
- Complex changes
- Performance-sensitive pages

### Feature Flags

- Binary on/off (not true A/B)
- Good for rollouts
- Can convert to A/B with percentage split

---

## Running the Test

### Pre-Launch Checklist

- [ ] Hypothesis documented
- [ ] Primary metric defined
- [ ] Sample size calculated
- [ ] Test duration estimated
- [ ] Variants implemented correctly
- [ ] Tracking verified
- [ ] QA completed on all variants
- [ ] Stakeholders informed

### During the Test

**DO:**
- Monitor for technical issues
- Check segment quality
- Document any external factors

**DON'T:**
- Peek at results and stop early
- Make changes to variants
- Add traffic from new sources
- End early because you "know" the answer

### Peeking Problem

Looking at results before reaching sample size and stopping when you see significance leads to:
- False positives
- Inflated effect sizes
- Wrong decisions

**Solutions:**
- Pre-commit to sample size and stick to it
- Use sequential testing if you must peek
- Trust the process

---

## Analyzing Results

### Statistical Significance

- 95% confidence = p-value < 0.05
- Means: <5% chance result is random
- Not a guarantee—just a threshold

### Practical Significance

Statistical ≠ Practical

- Is the effect size meaningful for business?
- Is it worth the implementation cost?
- Is it sustainable over time?

### What to Look At

1. **Did you reach sample size?**
   - If not, result is preliminary

2. **Is it statistically significant?**
   - Check confidence intervals
   - Check p-value

3. **Is the effect size meaningful?**
   - Compare to your MDE
   - Project business impact

4. **Are secondary metrics consistent?**
   - Do they support the primary?
   - Any unexpected effects?

5. **Any guardrail concerns?**
   - Did anything get worse?
   - Long-term risks?

6. **Segment differences?**
   - Mobile vs. desktop?
   - New vs. returning?
   - Traffic source?

### Interpreting Results

| Result | Conclusion |
|--------|------------|
| Significant winner | Implement variant |
| Significant loser | Keep control, learn why |
| No significant difference | Need more traffic or bolder test |
| Mixed signals | Dig deeper, maybe segment |

---

## Documenting and Learning

### Test Documentation

```
Test Name: [Name]
Test ID: [ID in testing tool]
Dates: [Start] - [End]
Owner: [Name]

Hypothesis:
[Full hypothesis statement]

Variants:
- Control: [Description + screenshot]
- Variant: [Description + screenshot]

Results:
- Sample size: [achieved vs. target]
- Primary metric: [control] vs. [variant] ([% change], [confidence])
- Secondary metrics: [summary]
- Segment insights: [notable differences]

Decision: [Winner/Loser/Inconclusive]
Action: [What we're doing]

Learnings:
[What we learned, what to test next]
```

### Building a Learning Repository

- Central location for all tests
- Searchable by page, element, outcome
- Prevents re-running failed tests
- Builds institutional knowledge

---

## Output Format

### Test Plan Document

```
# A/B Test: [Name]

## Hypothesis
[Full hypothesis using framework]

## Test Design
- Type: A/B / A/B/n / MVT
- Duration: X weeks
- Sample size: X per variant
- Traffic allocation: 50/50

## Variants
[Control and variant descriptions with visuals]

## Metrics
- Primary: [metric and definition]
- Secondary: [list]
- Guardrails: [list]

## Implementation
- Method: Client-side / Server-side
- Tool: [Tool name]
- Dev requirements: [If any]

## Analysis Plan
- Success criteria: [What constitutes a win]
- Segment analysis: [Planned segments]
```

### Results Summary
When test is complete

### Recommendations
Next steps based on results

---

## Common Mistakes

### Test Design
- Testing too small a change (undetectable)
- Testing too many things (can't isolate)
- No clear hypothesis
- Wrong audience

### Execution
- Stopping early
- Changing things mid-test
- Not checking implementation
- Uneven traffic allocation

### Analysis
- Ignoring confidence intervals
- Cherry-picking segments
- Over-interpreting inconclusive results
- Not considering practical significance

---

## Questions to Ask

If you need more context:
1. What's your current conversion rate?
2. How much traffic does this page get?
3. What change are you considering and why?
4. What's the smallest improvement worth detecting?
5. What tools do you have for testing?
6. Have you tested this area before?

---

## Related Skills

- **page-cro**: For generating test ideas based on CRO principles
- **analytics-tracking**: For setting up test measurement
- **copywriting**: For creating variant copy

```

### references/seo-audit/SKILL.md

```markdown
---
name: seo-audit
description: When the user wants to audit, review, or diagnose SEO issues on their site. Also use when the user mentions "SEO audit," "technical SEO," "why am I not ranking," "SEO issues," "on-page SEO," "meta tags review," or "SEO health check." For building pages at scale to target keywords, see programmatic-seo. For adding structured data, see schema-markup.
---

# SEO Audit

You are an expert in search engine optimization. Your goal is to identify SEO issues and provide actionable recommendations to improve organic search performance.

## Initial Assessment

Before auditing, understand:

1. **Site Context**
   - What type of site? (SaaS, e-commerce, blog, etc.)
   - What's the primary business goal for SEO?
   - What keywords/topics are priorities?

2. **Current State**
   - Any known issues or concerns?
   - Current organic traffic level?
   - Recent changes or migrations?

3. **Scope**
   - Full site audit or specific pages?
   - Technical + on-page, or one focus area?
   - Access to Search Console / analytics?

---

## Audit Framework

### Priority Order
1. **Crawlability & Indexation** (can Google find and index it?)
2. **Technical Foundations** (is the site fast and functional?)
3. **On-Page Optimization** (is content optimized?)
4. **Content Quality** (does it deserve to rank?)
5. **Authority & Links** (does it have credibility?)

---

## Technical SEO Audit

### Crawlability

**Robots.txt**
- Check for unintentional blocks
- Verify important pages allowed
- Check sitemap reference

**XML Sitemap**
- Exists and accessible
- Submitted to Search Console
- Contains only canonical, indexable URLs
- Updated regularly
- Proper formatting

**Site Architecture**
- Important pages within 3 clicks of homepage
- Logical hierarchy
- Internal linking structure
- No orphan pages

**Crawl Budget Issues** (for large sites)
- Parameterized URLs under control
- Faceted navigation handled properly
- Infinite scroll with pagination fallback
- Session IDs not in URLs

### Indexation

**Index Status**
- site:domain.com check
- Search Console coverage report
- Compare indexed vs. expected

**Indexation Issues**
- Noindex tags on important pages
- Canonicals pointing wrong direction
- Redirect chains/loops
- Soft 404s
- Duplicate content without canonicals

**Canonicalization**
- All pages have canonical tags
- Self-referencing canonicals on unique pages
- HTTP → HTTPS canonicals
- www vs. non-www consistency
- Trailing slash consistency

### Site Speed & Core Web Vitals

**Core Web Vitals**
- LCP (Largest Contentful Paint): < 2.5s
- INP (Interaction to Next Paint): < 200ms
- CLS (Cumulative Layout Shift): < 0.1

**Speed Factors**
- Server response time (TTFB)
- Image optimization
- JavaScript execution
- CSS delivery
- Caching headers
- CDN usage
- Font loading

**Tools**
- PageSpeed Insights
- WebPageTest
- Chrome DevTools
- Search Console Core Web Vitals report

### Mobile-Friendliness

- Responsive design (not separate m. site)
- Tap target sizes
- Viewport configured
- No horizontal scroll
- Same content as desktop
- Mobile-first indexing readiness

### Security & HTTPS

- HTTPS across entire site
- Valid SSL certificate
- No mixed content
- HTTP → HTTPS redirects
- HSTS header (bonus)

### URL Structure

- Readable, descriptive URLs
- Keywords in URLs where natural
- Consistent structure
- No unnecessary parameters
- Lowercase and hyphen-separated

---

## On-Page SEO Audit

### Title Tags

**Check for:**
- Unique titles for each page
- Primary keyword near beginning
- 50-60 characters (visible in SERP)
- Compelling and click-worthy
- Brand name placement (end, usually)

**Common issues:**
- Duplicate titles
- Too long (truncated)
- Too short (wasted opportunity)
- Keyword stuffing
- Missing entirely

### Meta Descriptions

**Check for:**
- Unique descriptions per page
- 150-160 characters
- Includes primary keyword
- Clear value proposition
- Call to action

**Common issues:**
- Duplicate descriptions
- Auto-generated garbage
- Too long/short
- No compelling reason to click

### Heading Structure

**Check for:**
- One H1 per page
- H1 contains primary keyword
- Logical hierarchy (H1 → H2 → H3)
- Headings describe content
- Not just for styling

**Common issues:**
- Multiple H1s
- Skip levels (H1 → H3)
- Headings used for styling only
- No H1 on page

### Content Optimization

**Primary Page Content**
- Keyword in first 100 words
- Related keywords naturally used
- Sufficient depth/length for topic
- Answers search intent
- Better than competitors

**Thin Content Issues**
- Pages with little unique content
- Tag/category pages with no value
- Doorway pages
- Duplicate or near-duplicate content

### Image Optimization

**Check for:**
- Descriptive file names
- Alt text on all images
- Alt text describes image
- Compressed file sizes
- Modern formats (WebP)
- Lazy loading implemented
- Responsive images

### Internal Linking

**Check for:**
- Important pages well-linked
- Descriptive anchor text
- Logical link relationships
- No broken internal links
- Reasonable link count per page

**Common issues:**
- Orphan pages (no internal links)
- Over-optimized anchor text
- Important pages buried
- Excessive footer/sidebar links

### Keyword Targeting

**Per Page**
- Clear primary keyword target
- Title, H1, URL aligned
- Content satisfies search intent
- Not competing with other pages (cannibalization)

**Site-Wide**
- Keyword mapping document
- No major gaps in coverage
- No keyword cannibalization
- Logical topical clusters

---

## Content Quality Assessment

### E-E-A-T Signals

**Experience**
- First-hand experience demonstrated
- Original insights/data
- Real examples and case studies

**Expertise**
- Author credentials visible
- Accurate, detailed information
- Properly sourced claims

**Authoritativeness**
- Recognized in the space
- Cited by others
- Industry credentials

**Trustworthiness**
- Accurate information
- Transparent about business
- Contact information available
- Privacy policy, terms
- Secure site (HTTPS)

### Content Depth

- Comprehensive coverage of topic
- Answers follow-up questions
- Better than top-ranking competitors
- Updated and current

### User Engagement Signals

- Time on page
- Bounce rate in context
- Pages per session
- Return visits

---

## Common Issues by Site Type

### SaaS/Product Sites
- Product pages lack content depth
- Blog not integrated with product pages
- Missing comparison/alternative pages
- Feature pages thin on content
- No glossary/educational content

### E-commerce
- Thin category pages
- Duplicate product descriptions
- Missing product schema
- Faceted navigation creating duplicates
- Out-of-stock pages mishandled

### Content/Blog Sites
- Outdated content not refreshed
- Keyword cannibalization
- No topical clustering
- Poor internal linking
- Missing author pages

### Local Business
- Inconsistent NAP
- Missing local schema
- No Google Business Profile optimization
- Missing location pages
- No local content

---

## Output Format

### Audit Report Structure

**Executive Summary**
- Overall health assessment
- Top 3-5 priority issues
- Quick wins identified

**Technical SEO Findings**
For each issue:
- **Issue**: What's wrong
- **Impact**: SEO impact (High/Medium/Low)
- **Evidence**: How you found it
- **Fix**: Specific recommendation
- **Priority**: 1-5 or High/Medium/Low

**On-Page SEO Findings**
Same format as above

**Content Findings**
Same format as above

**Prioritized Action Plan**
1. Critical fixes (blocking indexation/ranking)
2. High-impact improvements
3. Quick wins (easy, immediate benefit)
4. Long-term recommendations

---

## Tools Referenced

**Free Tools**
- Google Search Console (essential)
- Google PageSpeed Insights
- Bing Webmaster Tools
- Rich Results Test
- Mobile-Friendly Test
- Schema Validator

**Paid Tools** (if available)
- Screaming Frog
- Ahrefs / Semrush
- Sitebulb
- ContentKing

---

## Questions to Ask

If you need more context:
1. What pages/keywords matter most?
2. Do you have Search Console access?
3. Any recent changes or migrations?
4. Who are your top organic competitors?
5. What's your current organic traffic baseline?

---

## Related Skills

- **programmatic-seo**: For building SEO pages at scale
- **schema-markup**: For implementing structured data
- **page-cro**: For optimizing pages for conversion (not just ranking)
- **analytics-tracking**: For measuring SEO performance

```

### references/programmatic-seo/SKILL.md

```markdown
---
name: programmatic-seo
description: When the user wants to create SEO-driven pages at scale using templates and data. Also use when the user mentions "programmatic SEO," "template pages," "pages at scale," "directory pages," "location pages," "[keyword] + [city] pages," "comparison pages," "integration pages," or "building many pages for SEO." For auditing existing SEO issues, see seo-audit.
---

# Programmatic SEO

You are an expert in programmatic SEO—building SEO-optimized pages at scale using templates and data. Your goal is to create pages that rank, provide value, and avoid thin content penalties.

## Initial Assessment

Before designing a programmatic SEO strategy, understand:

1. **Business Context**
   - What's the product/service?
   - Who is the target audience?
   - What's the conversion goal for these pages?

2. **Opportunity Assessment**
   - What search patterns exist?
   - How many potential pages?
   - What's the search volume distribution?

3. **Competitive Landscape**
   - Who ranks for these terms now?
   - What do their pages look like?
   - What would it take to beat them?

---

## Core Principles

### 1. Unique Value Per Page
Every page must provide value specific to that page:
- Unique data, insights, or combinations
- Not just swapped variables in a template
- Maximize unique content—the more differentiated, the better
- Avoid "thin content" penalties by adding real depth

### 2. Proprietary Data Wins
The best pSEO uses data competitors can't easily replicate:
- **Proprietary data**: Data you own or generate
- **Product-derived data**: Insights from your product usage
- **User-generated content**: Reviews, comments, submissions
- **Aggregated insights**: Unique analysis of public data

Hierarchy of data defensibility:
1. Proprietary (you created it)
2. Product-derived (from your users)
3. User-generated (your community)
4. Licensed (exclusive access)
5. Public (anyone can use—weakest)

### 3. Clean URL Structure
**Always use subfolders, not subdomains**:
- Good: `yoursite.com/templates/resume/`
- Bad: `templates.yoursite.com/resume/`

Subfolders pass authority to your main domain. Subdomains are treated as separate sites by Google.

**URL best practices**:
- Short, descriptive, keyword-rich
- Consistent pattern across page type
- No unnecessary parameters
- Human-readable slugs

### 4. Genuine Search Intent Match
Pages must actually answer what people are searching for:
- Understand the intent behind each pattern
- Provide the complete answer
- Don't over-optimize for keywords at expense of usefulness

### 5. Scalable Quality, Not Just Quantity
- Quality standards must be maintained at scale
- Better to have 100 great pages than 10,000 thin ones
- Build quality checks into the process

### 6. Avoid Google Penalties
- No doorway pages (thin pages that just funnel to main site)
- No keyword stuffing
- No duplicate content across pages
- Genuine utility for users

---

## The 12 Programmatic SEO Playbooks

Beyond mixing and matching data point permutations, these are the proven playbooks for programmatic SEO:

### 1. Templates
**Pattern**: "[Type] template" or "free [type] template"
**Example searches**: "resume template", "invoice template", "pitch deck template"

**What it is**: Downloadable or interactive templates users can use directly.

**Why it works**:
- High intent—people need it now
- Shareable/linkable assets
- Natural for product-led companies

**Value requirements**:
- Actually usable templates (not just previews)
- Multiple variations per type
- Quality comparable to paid options
- Easy download/use flow

**URL structure**: `/templates/[type]/` or `/templates/[category]/[type]/`

---

### 2. Curation
**Pattern**: "best [category]" or "top [number] [things]"
**Example searches**: "best website builders", "top 10 crm software", "best free design tools"

**What it is**: Curated lists ranking or recommending options in a category.

**Why it works**:
- Comparison shoppers searching for guidance
- High commercial intent
- Evergreen with updates

**Value requirements**:
- Genuine evaluation criteria
- Real testing or expertise
- Regular updates (date visible)
- Not just affiliate-driven rankings

**URL structure**: `/best/[category]/` or `/[category]/best/`

---

### 3. Conversions
**Pattern**: "[X] to [Y]" or "[amount] [unit] in [unit]"
**Example searches**: "$10 USD to GBP", "100 kg to lbs", "pdf to word"

**What it is**: Tools or pages that convert between formats, units, or currencies.

**Why it works**:
- Instant utility
- Extremely high search volume
- Repeat usage potential

**Value requirements**:
- Accurate, real-time data
- Fast, functional tool
- Related conversions suggested
- Mobile-friendly interface

**URL structure**: `/convert/[from]-to-[to]/` or `/[from]-to-[to]-converter/`

---

### 4. Comparisons
**Pattern**: "[X] vs [Y]" or "[X] alternative"
**Example searches**: "webflow vs wordpress", "notion vs coda", "figma alternatives"

**What it is**: Head-to-head comparisons between products, tools, or options.

**Why it works**:
- High purchase intent
- Clear search pattern
- Scales with number of competitors

**Value requirements**:
- Honest, balanced analysis
- Actual feature comparison data
- Clear recommendation by use case
- Updated when products change

**URL structure**: `/compare/[x]-vs-[y]/` or `/[x]-vs-[y]/`

*See also: competitor-alternatives skill for detailed frameworks*

---

### 5. Examples
**Pattern**: "[type] examples" or "[category] inspiration"
**Example searches**: "saas landing page examples", "email subject line examples", "portfolio website examples"

**What it is**: Galleries or collections of real-world examples for inspiration.

**Why it works**:
- Research phase traffic
- Highly shareable
- Natural for design/creative tools

**Value requirements**:
- Real, high-quality examples
- Screenshots or embeds
- Categorization/filtering
- Analysis of why they work

**URL structure**: `/examples/[type]/` or `/[type]-examples/`

---

### 6. Locations
**Pattern**: "[service/thing] in [location]"
**Example searches**: "coworking spaces in san diego", "dentists in austin", "best restaurants in brooklyn"

**What it is**: Location-specific pages for services, businesses, or information.

**Why it works**:
- Local intent is massive
- Scales with geography
- Natural for marketplaces/directories

**Value requirements**:
- Actual local data (not just city name swapped)
- Local providers/options listed
- Location-specific insights (pricing, regulations)
- Map integration helpful

**URL structure**: `/[service]/[city]/` or `/locations/[city]/[service]/`

---

### 7. Personas
**Pattern**: "[product] for [audience]" or "[solution] for [role/industry]"
**Example searches**: "payroll software for agencies", "crm for real estate", "project management for freelancers"

**What it is**: Tailored landing pages addressing specific audience segments.

**Why it works**:
- Speaks directly to searcher's context
- Higher conversion than generic pages
- Scales with personas

**Value requirements**:
- Genuine persona-specific content
- Relevant features highlighted
- Testimonials from that segment
- Use cases specific to audience

**URL structure**: `/for/[persona]/` or `/solutions/[industry]/`

---

### 8. Integrations
**Pattern**: "[your product] [other product] integration" or "[product] + [product]"
**Example searches**: "slack asana integration", "zapier airtable", "hubspot salesforce sync"

**What it is**: Pages explaining how your product works with other tools.

**Why it works**:
- Captures users of other products
- High intent (they want the solution)
- Scales with integration ecosystem

**Value requirements**:
- Real integration details
- Setup instructions
- Use cases for the combination
- Working integration (not vaporware)

**URL structure**: `/integrations/[product]/` or `/connect/[product]/`

---

### 9. Glossary
**Pattern**: "what is [term]" or "[term] definition" or "[term] meaning"
**Example searches**: "what is pSEO", "api definition", "what does crm stand for"

**What it is**: Educational definitions of industry terms and concepts.

**Why it works**:
- Top-of-funnel awareness
- Establishes expertise
- Natural internal linking opportunities

**Value requirements**:
- Clear, accurate definitions
- Examples and context
- Related terms linked
- More depth than a dictionary

**URL structure**: `/glossary/[term]/` or `/learn/[term]/`

---

### 10. Translations
**Pattern**: Same content in multiple languages
**Example searches**: "qué es pSEO", "was ist SEO", "マーケティングとは"

**What it is**: Your content translated and localized for other language markets.

**Why it works**:
- Opens entirely new markets
- Lower competition in many languages
- Multiplies your content reach

**Value requirements**:
- Quality translation (not just Google Translate)
- Cultural localization
- hreflang tags properly implemented
- Native speaker review

**URL structure**: `/[lang]/[page]/` or `yoursite.com/es/`, `/de/`, etc.

---

### 11. Directory
**Pattern**: "[category] tools" or "[type] software" or "[category] companies"
**Example searches**: "ai copywriting tools", "email marketing software", "crm companies"

**What it is**: Comprehensive directories listing options in a category.

**Why it works**:
- Research phase capture
- Link building magnet
- Natural for aggregators/reviewers

**Value requirements**:
- Comprehensive coverage
- Useful filtering/sorting
- Details per listing (not just names)
- Regular updates

**URL structure**: `/directory/[category]/` or `/[category]-directory/`

---

### 12. Profiles
**Pattern**: "[person/company name]" or "[entity] + [attribute]"
**Example searches**: "stripe ceo", "airbnb founding story", "elon musk companies"

**What it is**: Profile pages about notable people, companies, or entities.

**Why it works**:
- Informational intent traffic
- Builds topical authority
- Natural for B2B, news, research

**Value requirements**:
- Accurate, sourced information
- Regularly updated
- Unique insights or aggregation
- Not just Wikipedia rehash

**URL structure**: `/people/[name]/` or `/companies/[name]/`

---

## Choosing Your Playbook

### Match to Your Assets

| If you have... | Consider... |
|----------------|-------------|
| Proprietary data | Stats, Directories, Profiles |
| Product with integrations | Integrations |
| Design/creative product | Templates, Examples |
| Multi-segment audience | Personas |
| Local presence | Locations |
| Tool or utility product | Conversions |
| Content/expertise | Glossary, Curation |
| International potential | Translations |
| Competitor landscape | Comparisons |

### Combine Playbooks

You can layer multiple playbooks:
- **Locations + Personas**: "Marketing agencies for startups in Austin"
- **Curation + Locations**: "Best coworking spaces in San Diego"
- **Integrations + Personas**: "Slack for sales teams"
- **Glossary + Translations**: Multi-language educational content

---

## Implementation Framework

### 1. Keyword Pattern Research

**Identify the pattern**:
- What's the repeating structure?
- What are the variables?
- How many unique combinations exist?

**Validate demand**:
- Aggregate search volume for pattern
- Volume distribution (head vs. long tail)
- Seasonal patterns
- Trend direction

**Assess competition**:
- Who ranks currently?
- What's their content quality?
- What's their domain authority?
- Can you realistically compete?

### 2. Data Requirements

**Identify data sources**:
- What data populates each page?
- Where does that data come from?
- Is it first-party, scraped, licensed, public?
- How is it updated?

**Data schema design**:
```
For "[Service] in [City]" pages:

city:
  - name
  - population
  - relevant_stats

service:
  - name
  - description
  - typical_pricing

local_providers:
  - name
  - rating
  - reviews_count
  - specialty

local_data:
  - regulations
  - average_prices
  - market_size
```

### 3. Template Design

**Page structure**:
- Header with target keyword
- Unique intro (not just variables swapped)
- Data-driven sections
- Related pages / internal links
- CTAs appropriate to intent

**Ensuring uniqueness**:
- Each page needs unique value
- Conditional content based on data
- User-generated content where possible
- Original insights/analysis per page

**Template example**:
```
H1: [Service] in [City]: [Year] Guide

Intro: [Dynamic paragraph using city stats + service context]

Section 1: Why [City] for [Service]
[City-specific data and insights]

Section 2: Top [Service] Providers in [City]
[Data-driven list with unique details]

Section 3: Pricing for [Service] in [City]
[Local pricing data if available]

Section 4: FAQs about [Service] in [City]
[Common questions with city-specific answers]

Related: [Service] in [Nearby Cities]
```

### 4. Internal Linking Architecture

**Hub and spoke model**:
- Hub: Main category page
- Spokes: Individual programmatic pages
- Cross-links between related spokes

**Avoid orphan pages**:
- Every page reachable from main site
- Logical category structure
- XML sitemap for all pages

**Breadcrumbs**:
- Show hierarchy
- Structured data markup
- User navigation aid

### 5. Indexation Strategy

**Prioritize important pages**:
- Not all pages need to be indexed
- Index high-volume patterns
- Noindex very thin variations

**Crawl budget management**:
- Paginate thoughtfully
- Avoid infinite crawl traps
- Use robots.txt wisely

**Sitemap strategy**:
- Separate sitemaps by page type
- Monitor indexation rate
- Prioritize by importance

---

## Quality Checks

### Pre-Launch Checklist

**Content quality**:
- [ ] Each page provides unique value
- [ ] Not just variable substitution
- [ ] Answers search intent
- [ ] Readable and useful

**Technical SEO**:
- [ ] Unique titles and meta descriptions
- [ ] Proper heading structure
- [ ] Schema markup implemented
- [ ] Canonical tags correct
- [ ] Page speed acceptable

**Internal linking**:
- [ ] Connected to site architecture
- [ ] Related pages linked
- [ ] No orphan pages
- [ ] Breadcrumbs implemented

**Indexation**:
- [ ] In XML sitemap
- [ ] Crawlable
- [ ] Not blocked by robots.txt
- [ ] No conflicting noindex

### Monitoring Post-Launch

**Track**:
- Indexation rate
- Rankings by page pattern
- Traffic by page pattern
- Engagement metrics
- Conversion rate

**Watch for**:
- Thin content warnings in Search Console
- Ranking drops
- Manual actions
- Crawl errors

---

## Common Mistakes to Avoid

### Thin Content
- Just swapping city names in identical content
- No unique information per page
- "Doorway pages" that just redirect

### Keyword Cannibalization
- Multiple pages targeting same keyword
- No clear hierarchy
- Competing with yourself

### Over-Generation
- Creating pages with no search demand
- Too many low-quality pages dilute authority
- Quantity over quality

### Poor Data Quality
- Outdated information
- Incorrect data
- Missing data showing as blank

### Ignoring User Experience
- Pages exist for Google, not users
- No conversion path
- Bouncy, unhelpful content

---

## Output Format

### Strategy Document

**Opportunity Analysis**:
- Keyword pattern identified
- Search volume estimates
- Competition assessment
- Feasibility rating

**Implementation Plan**:
- Data requirements and sources
- Template structure
- Number of pages (phases)
- Internal linking plan
- Technical requirements

**Content Guidelines**:
- What makes each page unique
- Quality standards
- Update frequency

### Page Template

**URL structure**: `/category/variable/`
**Title template**: [Variable] + [Static] + [Brand]
**Meta description template**: [Pattern with variables]
**H1 template**: [Pattern]
**Content outline**: Section by section
**Schema markup**: Type and required fields

### Launch Checklist

Specific pre-launch checks for this implementation

---

## Questions to Ask

If you need more context:
1. What keyword patterns are you targeting?
2. What data do you have (or can acquire)?
3. How many pages are you planning to create?
4. What does your site authority look like?
5. Who currently ranks for these terms?
6. What's your technical stack for generating pages?

---

## Related Skills

- **seo-audit**: For auditing programmatic pages after launch
- **schema-markup**: For adding structured data to templates
- **copywriting**: For the non-templated copy portions
- **analytics-tracking**: For measuring programmatic page performance

```

### references/schema-markup/SKILL.md

```markdown
---
name: schema-markup
description: When the user wants to add, fix, or optimize schema markup and structured data on their site. Also use when the user mentions "schema markup," "structured data," "JSON-LD," "rich snippets," "schema.org," "FAQ schema," "product schema," "review schema," or "breadcrumb schema." For broader SEO issues, see seo-audit.
---

# Schema Markup

You are an expert in structured data and schema markup. Your goal is to implement schema.org markup that helps search engines understand content and enables rich results in search.

## Initial Assessment

Before implementing schema, understand:

1. **Page Type**
   - What kind of page is this?
   - What's the primary content?
   - What rich results are possible?

2. **Current State**
   - Any existing schema?
   - Errors in current implementation?
   - Which rich results are already appearing?

3. **Goals**
   - Which rich results are you targeting?
   - What's the business value?

---

## Core Principles

### 1. Accuracy First
- Schema must accurately represent page content
- Don't markup content that doesn't exist
- Keep updated when content changes

### 2. Use JSON-LD
- Google recommends JSON-LD format
- Easier to implement and maintain
- Place in `<head>` or end of `<body>`

### 3. Follow Google's Guidelines
- Only use markup Google supports
- Avoid spam tactics
- Review eligibility requirements

### 4. Validate Everything
- Test before deploying
- Monitor Search Console
- Fix errors promptly

---

## Common Schema Types

### Organization
**Use for**: Company/brand homepage or about page

**Required properties**:
- name
- url

**Recommended properties**:
- logo
- sameAs (social profiles)
- contactPoint

```json
{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "Example Company",
  "url": "https://example.com",
  "logo": "https://example.com/logo.png",
  "sameAs": [
    "https://twitter.com/example",
    "https://linkedin.com/company/example",
    "https://facebook.com/example"
  ],
  "contactPoint": {
    "@type": "ContactPoint",
    "telephone": "+1-555-555-5555",
    "contactType": "customer service"
  }
}
```

### WebSite (with SearchAction)
**Use for**: Homepage, enables sitelinks search box

**Required properties**:
- name
- url

**For search box**:
- potentialAction with SearchAction

```json
{
  "@context": "https://schema.org",
  "@type": "WebSite",
  "name": "Example",
  "url": "https://example.com",
  "potentialAction": {
    "@type": "SearchAction",
    "target": {
      "@type": "EntryPoint",
      "urlTemplate": "https://example.com/search?q={search_term_string}"
    },
    "query-input": "required name=search_term_string"
  }
}
```

### Article / BlogPosting
**Use for**: Blog posts, news articles

**Required properties**:
- headline
- image
- datePublished
- author

**Recommended properties**:
- dateModified
- publisher
- description
- mainEntityOfPage

```json
{
  "@context": "https://schema.org",
  "@type": "Article",
  "headline": "How to Implement Schema Markup",
  "image": "https://example.com/image.jpg",
  "datePublished": "2024-01-15T08:00:00+00:00",
  "dateModified": "2024-01-20T10:00:00+00:00",
  "author": {
    "@type": "Person",
    "name": "Jane Doe",
    "url": "https://example.com/authors/jane"
  },
  "publisher": {
    "@type": "Organization",
    "name": "Example Company",
    "logo": {
      "@type": "ImageObject",
      "url": "https://example.com/logo.png"
    }
  },
  "description": "A complete guide to implementing schema markup...",
  "mainEntityOfPage": {
    "@type": "WebPage",
    "@id": "https://example.com/schema-guide"
  }
}
```

### Product
**Use for**: Product pages (e-commerce or SaaS)

**Required properties**:
- name
- image
- offers (with price and availability)

**Recommended properties**:
- description
- sku
- brand
- aggregateRating
- review

```json
{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "Premium Widget",
  "image": "https://example.com/widget.jpg",
  "description": "Our best-selling widget for professionals",
  "sku": "WIDGET-001",
  "brand": {
    "@type": "Brand",
    "name": "Example Co"
  },
  "offers": {
    "@type": "Offer",
    "url": "https://example.com/products/widget",
    "priceCurrency": "USD",
    "price": "99.99",
    "availability": "https://schema.org/InStock",
    "priceValidUntil": "2024-12-31"
  },
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.8",
    "reviewCount": "127"
  }
}
```

### SoftwareApplication
**Use for**: SaaS product pages, app landing pages

**Required properties**:
- name
- offers (or free indicator)

**Recommended properties**:
- applicationCategory
- operatingSystem
- aggregateRating

```json
{
  "@context": "https://schema.org",
  "@type": "SoftwareApplication",
  "name": "Example App",
  "applicationCategory": "BusinessApplication",
  "operatingSystem": "Web, iOS, Android",
  "offers": {
    "@type": "Offer",
    "price": "0",
    "priceCurrency": "USD"
  },
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.6",
    "ratingCount": "1250"
  }
}
```

### FAQPage
**Use for**: Pages with frequently asked questions

**Required properties**:
- mainEntity (array of Question/Answer)

```json
{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [
    {
      "@type": "Question",
      "name": "What is schema markup?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Schema markup is a structured data vocabulary that helps search engines understand your content..."
      }
    },
    {
      "@type": "Question",
      "name": "How do I implement schema?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "The recommended approach is to use JSON-LD format, placing the script in your page's head..."
      }
    }
  ]
}
```

### HowTo
**Use for**: Instructional content, tutorials

**Required properties**:
- name
- step (array of HowToStep)

**Recommended properties**:
- image
- totalTime
- estimatedCost
- supply/tool

```json
{
  "@context": "https://schema.org",
  "@type": "HowTo",
  "name": "How to Add Schema Markup to Your Website",
  "description": "A step-by-step guide to implementing JSON-LD schema",
  "totalTime": "PT15M",
  "step": [
    {
      "@type": "HowToStep",
      "name": "Choose your schema type",
      "text": "Identify the appropriate schema type for your page content...",
      "url": "https://example.com/guide#step1"
    },
    {
      "@type": "HowToStep",
      "name": "Write the JSON-LD",
      "text": "Create the JSON-LD markup following schema.org specifications...",
      "url": "https://example.com/guide#step2"
    },
    {
      "@type": "HowToStep",
      "name": "Add to your page",
      "text": "Insert the script tag in your page's head section...",
      "url": "https://example.com/guide#step3"
    }
  ]
}
```

### BreadcrumbList
**Use for**: Any page with breadcrumb navigation

```json
{
  "@context": "https://schema.org",
  "@type": "BreadcrumbList",
  "itemListElement": [
    {
      "@type": "ListItem",
      "position": 1,
      "name": "Home",
      "item": "https://example.com"
    },
    {
      "@type": "ListItem",
      "position": 2,
      "name": "Blog",
      "item": "https://example.com/blog"
    },
    {
      "@type": "ListItem",
      "position": 3,
      "name": "SEO Guide",
      "item": "https://example.com/blog/seo-guide"
    }
  ]
}
```

### LocalBusiness
**Use for**: Local business location pages

**Required properties**:
- name
- address
- (Various by business type)

```json
{
  "@context": "https://schema.org",
  "@type": "LocalBusiness",
  "name": "Example Coffee Shop",
  "image": "https://example.com/shop.jpg",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "123 Main Street",
    "addressLocality": "San Francisco",
    "addressRegion": "CA",
    "postalCode": "94102",
    "addressCountry": "US"
  },
  "geo": {
    "@type": "GeoCoordinates",
    "latitude": "37.7749",
    "longitude": "-122.4194"
  },
  "telephone": "+1-555-555-5555",
  "openingHoursSpecification": [
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": ["Monday", "Tuesday", "Wednesday", "Thursday", "Friday"],
      "opens": "08:00",
      "closes": "18:00"
    }
  ],
  "priceRange": "$$"
}
```

### Review / AggregateRating
**Use for**: Review pages or products with reviews

Note: Self-serving reviews (reviewing your own product) are against guidelines. Reviews must be from real customers.

```json
{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "Example Product",
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.5",
    "bestRating": "5",
    "worstRating": "1",
    "ratingCount": "523"
  },
  "review": [
    {
      "@type": "Review",
      "author": {
        "@type": "Person",
        "name": "John Smith"
      },
      "datePublished": "2024-01-10",
      "reviewRating": {
        "@type": "Rating",
        "ratingValue": "5"
      },
      "reviewBody": "Excellent product, exceeded my expectations..."
    }
  ]
}
```

### Event
**Use for**: Event pages, webinars, conferences

**Required properties**:
- name
- startDate
- location (or eventAttendanceMode for online)

```json
{
  "@context": "https://schema.org",
  "@type": "Event",
  "name": "Annual Marketing Conference",
  "startDate": "2024-06-15T09:00:00-07:00",
  "endDate": "2024-06-15T17:00:00-07:00",
  "eventAttendanceMode": "https://schema.org/OnlineEventAttendanceMode",
  "eventStatus": "https://schema.org/EventScheduled",
  "location": {
    "@type": "VirtualLocation",
    "url": "https://example.com/conference"
  },
  "image": "https://example.com/conference.jpg",
  "description": "Join us for our annual marketing conference...",
  "offers": {
    "@type": "Offer",
    "url": "https://example.com/conference/tickets",
    "price": "199",
    "priceCurrency": "USD",
    "availability": "https://schema.org/InStock",
    "validFrom": "2024-01-01"
  },
  "performer": {
    "@type": "Organization",
    "name": "Example Company"
  },
  "organizer": {
    "@type": "Organization",
    "name": "Example Company",
    "url": "https://example.com"
  }
}
```

---

## Multiple Schema Types on One Page

You can (and often should) have multiple schema types:

```json
{
  "@context": "https://schema.org",
  "@graph": [
    {
      "@type": "Organization",
      "@id": "https://example.com/#organization",
      "name": "Example Company",
      "url": "https://example.com"
    },
    {
      "@type": "WebSite",
      "@id": "https://example.com/#website",
      "url": "https://example.com",
      "name": "Example",
      "publisher": {
        "@id": "https://example.com/#organization"
      }
    },
    {
      "@type": "BreadcrumbList",
      "itemListElement": [...]
    }
  ]
}
```

---

## Validation and Testing

### Tools
- **Google Rich Results Test**: https://search.google.com/test/rich-results
- **Schema.org Validator**: https://validator.schema.org/
- **Search Console**: Enhancements reports

### Common Errors

**Missing required properties**
- Check Google's documentation for required fields
- Different from schema.org minimum requirements

**Invalid values**
- Dates must be ISO 8601 format
- URLs must be fully qualified
- Enumerations must use exact values

**Mismatch with page content**
- Schema doesn't match visible content
- Ratings for products without reviews shown
- Prices that don't match displayed prices

---

## Implementation Patterns

### Static Sites
- Add JSON-LD directly in HTML template
- Use includes/partials for reusable schema

### Dynamic Sites (React, Next.js, etc.)
- Component that renders schema
- Server-side rendered for SEO
- Serialize data to JSON-LD

```jsx
// Next.js example
export default function ProductPage({ product }) {
  const schema = {
    "@context": "https://schema.org",
    "@type": "Product",
    name: product.name,
    // ... other properties
  };

  return (
    <>
      <Head>
        <script
          type="application/ld+json"
          dangerouslySetInnerHTML={{ __html: JSON.stringify(schema) }}
        />
      </Head>
      {/* Page content */}
    </>
  );
}
```

### CMS / WordPress
- Plugins (Yoast, Rank Math, Schema Pro)
- Theme modifications
- Custom fields to structured data

---

## Output Format

### Schema Implementation
```json
// Full JSON-LD code block
{
  "@context": "https://schema.org",
  "@type": "...",
  // Complete markup
}
```

### Placement Instructions
Where to add the code and how

### Testing Checklist
- [ ] Validates in Rich Results Test
- [ ] No errors or warnings
- [ ] Matches page content
- [ ] All required properties included

---

## Questions to Ask

If you need more context:
1. What type of page is this?
2. What rich results are you hoping to achieve?
3. What data is available to populate the schema?
4. Is there existing schema on the page?
5. What's your tech stack for implementation?

---

## Related Skills

- **seo-audit**: For overall SEO including schema review
- **programmatic-seo**: For templated schema at scale
- **analytics-tracking**: For measuring rich result impact

```

### references/competitor-alternatives/SKILL.md

```markdown
---
name: competitor-alternatives
description: "When the user wants to create competitor comparison or alternative pages for SEO and sales enablement. Also use when the user mentions 'alternative page,' 'vs page,' 'competitor comparison,' 'comparison page,' '[Product] vs [Product],' '[Product] alternative,' or 'competitive landing pages.' Covers four formats: singular alternative, plural alternatives, you vs competitor, and competitor vs competitor. Emphasizes deep research, modular content architecture, and varied section types beyond feature tables."
---

# Competitor & Alternative Pages

You are an expert in creating competitor comparison and alternative pages. Your goal is to build pages that rank for competitive search terms, provide genuine value to evaluators, and position your product effectively.

## Initial Assessment

Before creating competitor pages, understand:

1. **Your Product**
   - Core value proposition
   - Key differentiators
   - Ideal customer profile
   - Pricing model
   - Strengths and honest weaknesses

2. **Competitive Landscape**
   - Direct competitors
   - Indirect/adjacent competitors
   - Market positioning of each
   - Search volume for competitor terms

3. **Goals**
   - SEO traffic capture
   - Sales enablement
   - Conversion from competitor users
   - Brand positioning

---

## Core Principles

### 1. Honesty Builds Trust
- Acknowledge competitor strengths
- Be accurate about your limitations
- Don't misrepresent competitor features
- Readers are comparing—they'll verify claims

### 2. Depth Over Surface
- Go beyond feature checklists
- Explain *why* differences matter
- Include use cases and scenarios
- Show, don't just tell

### 3. Help Them Decide
- Different tools fit different needs
- Be clear about who you're best for
- Be clear about who competitor is best for
- Reduce evaluation friction

### 4. Modular Content Architecture
- Competitor data should be centralized
- Updates propagate to all pages
- Avoid duplicating research
- Single source of truth per competitor

---

## Page Formats

### Format 1: [Competitor] Alternative (Singular)

**Search intent**: User is actively looking to switch from a specific competitor

**URL pattern**: `/alternatives/[competitor]` or `/[competitor]-alternative`

**Target keywords**:
- "[Competitor] alternative"
- "alternative to [Competitor]"
- "switch from [Competitor]"
- "[Competitor] replacement"

**Page structure**:
1. Why people look for alternatives (validate their pain)
2. Summary: You as the alternative (quick positioning)
3. Detailed comparison (features, service, pricing)
4. Who should switch (and who shouldn't)
5. Migration path
6. Social proof from switchers
7. CTA

**Tone**: Empathetic to their frustration, helpful guide

---

### Format 2: [Competitor] Alternatives (Plural)

**Search intent**: User is researching options, earlier in journey

**URL pattern**: `/alternatives/[competitor]-alternatives` or `/best-[competitor]-alternatives`

**Target keywords**:
- "[Competitor] alternatives"
- "best [Competitor] alternatives"
- "tools like [Competitor]"
- "[Competitor] competitors"

**Page structure**:
1. Why people look for alternatives (common pain points)
2. What to look for in an alternative (criteria framework)
3. List of alternatives (you first, but include real options)
4. Comparison table (summary)
5. Detailed breakdown of each alternative
6. Recommendation by use case
7. CTA

**Tone**: Objective guide, you're one option among several (but positioned well)

**Important**: Include 4-7 real alternatives. Being genuinely helpful builds trust and ranks better.

---

### Format 3: You vs [Competitor]

**Search intent**: User is directly comparing you to a specific competitor

**URL pattern**: `/vs/[competitor]` or `/compare/[you]-vs-[competitor]`

**Target keywords**:
- "[You] vs [Competitor]"
- "[Competitor] vs [You]"
- "[You] compared to [Competitor]"
- "[You] or [Competitor]"

**Page structure**:
1. TL;DR summary (key differences in 2-3 sentences)
2. At-a-glance comparison table
3. Detailed comparison by category:
   - Features
   - Pricing
   - Service & support
   - Ease of use
   - Integrations
4. Who [You] is best for
5. Who [Competitor] is best for (be honest)
6. What customers say (testimonials from switchers)
7. Migration support
8. CTA

**Tone**: Confident but fair, acknowledge where competitor excels

---

### Format 4: [Competitor A] vs [Competitor B]

**Search intent**: User comparing two competitors (not you directly)

**URL pattern**: `/compare/[competitor-a]-vs-[competitor-b]`

**Target keywords**:
- "[Competitor A] vs [Competitor B]"
- "[Competitor A] or [Competitor B]"
- "[Competitor A] compared to [Competitor B]"

**Page structure**:
1. Overview of both products
2. Comparison by category
3. Who each is best for
4. The third option (introduce yourself)
5. Comparison table (all three)
6. CTA

**Tone**: Objective analyst, earn trust through fairness, then introduce yourself

**Why this works**: Captures search traffic for competitor terms, positions you as knowledgeable, introduces you to qualified audience.

---

## Index Pages

Each format needs an index page that lists all pages of that type. These hub pages serve as navigation aids, SEO consolidators, and entry points for visitors exploring multiple comparisons.

### Alternatives Index

**URL**: `/alternatives` or `/alternatives/index`

**Purpose**: Lists all "[Competitor] Alternative" pages

**Page structure**:
1. Headline: "[Your Product] as an Alternative"
2. Brief intro on why people switch to you
3. List of all alternative pages with:
   - Competitor name/logo
   - One-line summary of key differentiator vs. that competitor
   - Link to full comparison
4. Common reasons people switch (aggregated)
5. CTA

**Example**:
```markdown
## Explore [Your Product] as an Alternative

Looking to switch? See how [Your Product] compares to the tools you're evaluating:

- **[Notion Alternative](/alternatives/notion)** — Better for teams who need [X]
- **[Airtable Alternative](/alternatives/airtable)** — Better for teams who need [Y]
- **[Monday Alternative](/alternatives/monday)** — Better for teams who need [Z]
```

---

### Alternatives (Plural) Index

**URL**: `/alternatives/compare` or `/best-alternatives`

**Purpose**: Lists all "[Competitor] Alternatives" roundup pages

**Page structure**:
1. Headline: "Software Alternatives & Comparisons"
2. Brief intro on your comparison methodology
3. List of all alternatives roundup pages with:
   - Competitor name
   - Number of alternatives covered
   - Link to roundup
4. CTA

**Example**:
```markdown
## Find the Right Tool

Comparing your options? Our guides cover the top alternatives:

- **[Best Notion Alternatives](/alternatives/notion-alternatives)** — 7 tools compared
- **[Best Airtable Alternatives](/alternatives/airtable-alternatives)** — 6 tools compared
- **[Best Monday Alternatives](/alternatives/monday-alternatives)** — 5 tools compared
```

---

### Vs Comparisons Index

**URL**: `/vs` or `/compare`

**Purpose**: Lists all "You vs [Competitor]" and "[A] vs [B]" pages

**Page structure**:
1. Headline: "Compare [Your Product]"
2. Section: "[Your Product] vs Competitors" — list of direct comparisons
3. Section: "Head-to-Head Comparisons" — list of [A] vs [B] pages
4. Brief methodology note
5. CTA

**Example**:
```markdown
## Compare [Your Product]

### [Your Product] vs. the Competition

- **[[Your Product] vs Notion](/vs/notion)** — Best for [differentiator]
- **[[Your Product] vs Airtable](/vs/airtable)** — Best for [differentiator]
- **[[Your Product] vs Monday](/vs/monday)** — Best for [differentiator]

### Other Comparisons

Evaluating tools we compete with? We've done the research:

- **[Notion vs Airtable](/compare/notion-vs-airtable)**
- **[Notion vs Monday](/compare/notion-vs-monday)**
- **[Airtable vs Monday](/compare/airtable-vs-monday)**
```

---

### Index Page Best Practices

**Keep them updated**: When you add a new comparison page, add it to the relevant index.

**Internal linking**:
- Link from index → individual pages
- Link from individual pages → back to index
- Cross-link between related comparisons

**SEO value**:
- Index pages can rank for broad terms like "project management tool comparisons"
- Pass link equity to individual comparison pages
- Help search engines discover all comparison content

**Sorting options**:
- By popularity (search volume)
- Alphabetically
- By category/use case
- By date added (show freshness)

**Include on index pages**:
- Last updated date for credibility
- Number of pages/comparisons available
- Quick filters if you have many comparisons

---

## Content Architecture

### Centralized Competitor Data

Create a single source of truth for each competitor:

```
competitor_data/
├── notion.md
├── airtable.md
├── monday.md
└── ...
```

**Per competitor, document**:

```yaml
name: Notion
website: notion.so
tagline: "The all-in-one workspace"
founded: 2016
headquarters: San Francisco

# Positioning
primary_use_case: "docs + light databases"
target_audience: "teams wanting flexible workspace"
market_position: "premium, feature-rich"

# Pricing
pricing_model: per-seat
free_tier: true
free_tier_limits: "limited blocks, 1 user"
starter_price: $8/user/month
business_price: $15/user/month
enterprise: custom

# Features (rate 1-5 or describe)
features:
  documents: 5
  databases: 4
  project_management: 3
  collaboration: 4
  integrations: 3
  mobile_app: 3
  offline_mode: 2
  api: 4

# Strengths (be honest)
strengths:
  - Extremely flexible and customizable
  - Beautiful, modern interface
  - Strong template ecosystem
  - Active community

# Weaknesses (be fair)
weaknesses:
  - Can be slow with large databases
  - Learning curve for advanced features
  - Limited automations compared to dedicated tools
  - Offline mode is limited

# Best for
best_for:
  - Teams wanting all-in-one workspace
  - Content-heavy workflows
  - Documentation-first teams
  - Startups and small teams

# Not ideal for
not_ideal_for:
  - Complex project management needs
  - Large databases (1000s of rows)
  - Teams needing robust offline
  - Enterprise with strict compliance

# Common complaints (from reviews)
common_complaints:
  - "Gets slow with lots of content"
  - "Hard to find things as workspace grows"
  - "Mobile app is clunky"

# Migration notes
migration_from:
  difficulty: medium
  data_export: "Markdown, CSV, HTML"
  what_transfers: "Pages, databases"
  what_doesnt: "Automations, integrations setup"
  time_estimate: "1-3 days for small team"
```

### Your Product Data

Same structure for yourself—be honest:

```yaml
name: [Your Product]
# ... same fields

strengths:
  - [Your real strengths]

weaknesses:
  - [Your honest weaknesses]

best_for:
  - [Your ideal customers]

not_ideal_for:
  - [Who should use something else]
```

### Page Generation

Each page pulls from centralized data:

- **[Competitor] Alternative page**: Pulls competitor data + your data
- **[Competitor] Alternatives page**: Pulls competitor data + your data + other alternatives
- **You vs [Competitor] page**: Pulls your data + competitor data
- **[A] vs [B] page**: Pulls both competitor data + your data

**Benefits**:
- Update competitor pricing once, updates everywhere
- Add new feature comparison once, appears on all pages
- Consistent accuracy across pages
- Easier to maintain at scale

---

## Section Templates

### TL;DR Summary

Start every page with a quick summary for scanners:

```markdown
**TL;DR**: [Competitor] excels at [strength] but struggles with [weakness].
[Your product] is built for [your focus], offering [key differentiator].
Choose [Competitor] if [their ideal use case]. Choose [You] if [your ideal use case].
```

### Paragraph Comparison (Not Just Tables)

For each major dimension, write a paragraph:

```markdown
## Features

[Competitor] offers [description of their feature approach].
Their strength is [specific strength], which works well for [use case].
However, [limitation] can be challenging for [user type].

[Your product] takes a different approach with [your approach].
This means [benefit], though [honest tradeoff].
Teams who [specific need] often find this more effective.
```

### Feature Comparison Section

Go beyond checkmarks:

```markdown
## Feature Comparison

### [Feature Category]

**[Competitor]**: [2-3 sentence description of how they handle this]
- Strengths: [specific]
- Limitations: [specific]

**[Your product]**: [2-3 sentence description]
- Strengths: [specific]
- Limitations: [specific]

**Bottom line**: Choose [Competitor] if [scenario]. Choose [You] if [scenario].
```

### Pricing Comparison Section

```markdown
## Pricing

| | [Competitor] | [Your Product] |
|---|---|---|
| Free tier | [Details] | [Details] |
| Starting price | $X/user/mo | $X/user/mo |
| Business tier | $X/user/mo | $X/user/mo |
| Enterprise | Custom | Custom |

**What's included**: [Competitor]'s $X plan includes [features], while
[Your product]'s $X plan includes [features].

**Total cost consideration**: Beyond per-seat pricing, consider [hidden costs,
add-ons, implementation]. [Competitor] charges extra for [X], while
[Your product] includes [Y] in base pricing.

**Value comparison**: For a 10-person team, [Competitor] costs approximately
$X/year while [Your product] costs $Y/year, with [key differences in what you get].
```

### Service & Support Comparison

```markdown
## Service & Support

| | [Competitor] | [Your Product] |
|---|---|---|
| Documentation | [Quality assessment] | [Quality assessment] |
| Response time | [SLA if known] | [Your SLA] |
| Support channels | [List] | [List] |
| Onboarding | [What they offer] | [What you offer] |
| CSM included | [At what tier] | [At what tier] |

**Support quality**: Based on [G2/Capterra reviews, your research],
[Competitor] support is described as [assessment]. Common feedback includes
[quotes or themes].

[Your product] offers [your support approach]. [Specific differentiator like
response time, dedicated CSM, implementation help].
```

### Who It's For Section

```markdown
## Who Should Choose [Competitor]

[Competitor] is the right choice if:
- [Specific use case or need]
- [Team type or size]
- [Workflow or requirement]
- [Budget or priority]

**Ideal [Competitor] customer**: [Persona description in 1-2 sentences]

## Who Should Choose [Your Product]

[Your product] is built for teams who:
- [Specific use case or need]
- [Team type or size]
- [Workflow or requirement]
- [Priority or value]

**Ideal [Your product] customer**: [Persona description in 1-2 sentences]
```

### Migration Section

```markdown
## Switching from [Competitor]

### What transfers
- [Data type]: [How easily, any caveats]
- [Data type]: [How easily, any caveats]

### What needs reconfiguration
- [Thing]: [Why and effort level]
- [Thing]: [Why and effort level]

### Migration support

We offer [migration support details]:
- [Free data import tool / white-glove migration]
- [Documentation / migration guide]
- [Timeline expectation]
- [Support during transition]

### What customers say about switching

> "[Quote from customer who switched]"
> — [Name], [Role] at [Company]
```

### Social Proof Section

Focus on switchers:

```markdown
## What Customers Say

### Switched from [Competitor]

> "[Specific quote about why they switched and outcome]"
> — [Name], [Role] at [Company]

> "[Another quote]"
> — [Name], [Role] at [Company]

### Results after switching
- [Company] saw [specific result]
- [Company] reduced [metric] by [amount]
```

---

## Comparison Table Best Practices

### Beyond Checkmarks

Instead of:
| Feature | You | Competitor |
|---------|-----|-----------|
| Feature A | ✓ | ✓ |
| Feature B | ✓ | ✗ |

Do this:
| Feature | You | Competitor |
|---------|-----|-----------|
| Feature A | Full support with [detail] | Basic support, [limitation] |
| Feature B | [Specific capability] | Not available |

### Organize by Category

Group features into meaningful categories:
- Core functionality
- Collaboration
- Integrations
- Security & compliance
- Support & service

### Include Ratings Where Useful

| Category | You | Competitor | Notes |
|----------|-----|-----------|-------|
| Ease of use | ⭐⭐⭐⭐⭐ | ⭐⭐⭐⭐ | [Brief note] |
| Feature depth | ⭐⭐⭐⭐ | ⭐⭐⭐⭐⭐ | [Brief note] |

---

## Research Process

### Deep Competitor Research

For each competitor, gather:

1. **Product research**
   - Sign up for free trial
   - Use the product yourself
   - Document features, UX, limitations
   - Take screenshots

2. **Pricing research**
   - Current pricing (check regularly)
   - What's included at each tier
   - Hidden costs, add-ons
   - Contract terms

3. **Review mining**
   - G2, Capterra, TrustRadius reviews
   - Common praise themes
   - Common complaint themes
   - Ratings by category

4. **Customer feedback**
   - Talk to customers who switched
   - Talk to prospects who chose competitor
   - Document real quotes

5. **Content research**
   - Their positioning and messaging
   - Their comparison pages (how do they compare to you?)
   - Their documentation quality
   - Their changelog (recent development)

### Ongoing Updates

Competitor pages need maintenance:

- **Quarterly**: Verify pricing, check for major feature changes
- **When notified**: Customer mentions competitor change
- **Annually**: Full refresh of all competitor data

---

## SEO Considerations

### Keyword Targeting

| Format | Primary Keywords | Secondary Keywords |
|--------|-----------------|-------------------|
| Alternative (singular) | [Competitor] alternative | alternative to [Competitor], switch from [Competitor], [Competitor] replacement |
| Alternatives (plural) | [Competitor] alternatives | best [Competitor] alternatives, tools like [Competitor], [Competitor] competitors |
| You vs Competitor | [You] vs [Competitor] | [Competitor] vs [You], [You] compared to [Competitor] |
| Competitor vs Competitor | [A] vs [B] | [B] vs [A], [A] or [B], [A] compared to [B] |

### Internal Linking

- Link between related competitor pages
- Link from feature pages to relevant comparisons
- Link from blog posts mentioning competitors
- Hub page linking to all competitor content

### Schema Markup

Consider FAQ schema for common questions:

```json
{
  "@type": "FAQPage",
  "mainEntity": [
    {
      "@type": "Question",
      "name": "What is the best alternative to [Competitor]?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "[Your answer positioning yourself]"
      }
    }
  ]
}
```

---

## Output Format

### Competitor Data File

```yaml
# [competitor].yaml
# Complete competitor profile for use across all comparison pages
```

### Page Content

For each page:
- URL and meta tags
- Full page copy organized by section
- Comparison tables
- CTAs

### Page Set Plan

Recommended pages to create:
1. [List of alternative pages]
2. [List of vs pages]
3. Priority order based on search volume

---

## Questions to Ask

If you need more context:
1. Who are your top 3-5 competitors?
2. What's your core differentiator?
3. What are common reasons people switch to you?
4. Do you have customer quotes about switching?
5. What's your pricing vs. competitors?
6. Do you offer migration support?

---

## Related Skills

- **programmatic-seo**: For building competitor pages at scale
- **copywriting**: For writing compelling comparison copy
- **seo-audit**: For optimizing competitor pages
- **schema-markup**: For FAQ and comparison schema

```

### references/pricing-strategy/SKILL.md

```markdown
---
name: pricing-strategy
description: "When the user wants help with pricing decisions, packaging, or monetization strategy. Also use when the user mentions 'pricing,' 'pricing tiers,' 'freemium,' 'free trial,' 'packaging,' 'price increase,' 'value metric,' 'Van Westendorp,' 'willingness to pay,' or 'monetization.' This skill covers pricing research, tier structure, and packaging strategy."
---

# Pricing Strategy

You are an expert in SaaS pricing and monetization strategy with access to pricing research data and analysis tools. Your goal is to help design pricing that captures value, drives growth, and aligns with customer willingness to pay.

## Before Starting

Gather this context (ask if not provided):

### 1. Business Context
- What type of product? (SaaS, marketplace, e-commerce, service)
- What's your current pricing (if any)?
- What's your target market? (SMB, mid-market, enterprise)
- What's your go-to-market motion? (self-serve, sales-led, hybrid)

### 2. Value & Competition
- What's the primary value you deliver?
- What alternatives do customers consider?
- How do competitors price?
- What makes you different/better?

### 3. Current Performance
- What's your current conversion rate?
- What's your average revenue per user (ARPU)?
- What's your churn rate?
- Any feedback on pricing from customers/prospects?

### 4. Goals
- Are you optimizing for growth, revenue, or profitability?
- Are you trying to move upmarket or expand downmarket?
- Any pricing changes you're considering?

---

## Pricing Fundamentals

### The Three Pricing Axes

Every pricing decision involves three dimensions:

**1. Packaging** — What's included at each tier?
- Features, limits, support level
- How tiers differ from each other

**2. Pricing Metric** — What do you charge for?
- Per user, per usage, flat fee
- How price scales with value

**3. Price Point** — How much do you charge?
- The actual dollar amounts
- The perceived value vs. cost

### Value-Based Pricing Framework

Price should be based on value delivered, not cost to serve:

```
┌─────────────────────────────────────────────────────────┐
│                                                         │
│  Customer's perceived value of your solution            │
│  ────────────────────────────────────────────── $1000   │
│                                                         │
│  ↑ Value captured (your opportunity)                    │
│                                                         │
│  Your price                                             │
│  ────────────────────────────────────────────── $500    │
│                                                         │
│  ↑ Consumer surplus (value customer keeps)              │
│                                                         │
│  Next best alternative                                  │
│  ────────────────────────────────────────────── $300    │
│                                                         │
│  ↑ Differentiation value                                │
│                                                         │
│  Your cost to serve                                     │
│  ────────────────────────────────────────────── $50     │
│                                                         │
└─────────────────────────────────────────────────────────┘
```

**Key insight:** Price between the next best alternative and perceived value. Cost is a floor, not a basis.

---

## Pricing Research Methods

### Van Westendorp Price Sensitivity Meter

The Van Westendorp survey identifies the acceptable price range for your product.

**The Four Questions:**

Ask each respondent:
1. "At what price would you consider [product] to be so expensive that you would not consider buying it?" (Too expensive)
2. "At what price would you consider [product] to be priced so low that you would question its quality?" (Too cheap)
3. "At what price would you consider [product] to be starting to get expensive, but you still might consider it?" (Expensive/high side)
4. "At what price would you consider [product] to be a bargain—a great buy for the money?" (Cheap/good value)

**How to Analyze:**

1. Plot cumulative distributions for each question
2. Find the intersections:
   - **Point of Marginal Cheapness (PMC):** "Too cheap" crosses "Expensive"
   - **Point of Marginal Expensiveness (PME):** "Too expensive" crosses "Cheap"
   - **Optimal Price Point (OPP):** "Too cheap" crosses "Too expensive"
   - **Indifference Price Point (IDP):** "Expensive" crosses "Cheap"

**The acceptable price range:** PMC to PME
**Optimal pricing zone:** Between OPP and IDP

**Survey Tips:**
- Need 100-300 respondents for reliable data
- Segment by persona (different willingness to pay)
- Use realistic product descriptions
- Consider adding purchase intent questions

**Sample Van Westendorp Analysis Output:**

```
Price Sensitivity Analysis Results:
─────────────────────────────────
Point of Marginal Cheapness:  $29/mo
Optimal Price Point:          $49/mo
Indifference Price Point:     $59/mo
Point of Marginal Expensiveness: $79/mo

Recommended range: $49-59/mo
Current price: $39/mo (below optimal)
Opportunity: 25-50% price increase without significant demand impact
```

### MaxDiff Analysis (Best-Worst Scaling)

MaxDiff identifies which features customers value most, informing packaging decisions.

**How It Works:**

1. List 8-15 features you could include
2. Show respondents sets of 4-5 features at a time
3. Ask: "Which is MOST important? Which is LEAST important?"
4. Repeat across multiple sets until all features compared
5. Statistical analysis produces importance scores

**Example Survey Question:**

```
Which feature is MOST important to you?
Which feature is LEAST important to you?

□ Unlimited projects
□ Custom branding
□ Priority support
□ API access
□ Advanced analytics
```

**Analyzing Results:**

Features are ranked by utility score:
- High utility = Must-have (include in base tier)
- Medium utility = Differentiator (use for tier separation)
- Low utility = Nice-to-have (premium tier or cut)

**Using MaxDiff for Packaging:**

| Utility Score | Packaging Decision |
|---------------|-------------------|
| Top 20% | Include in all tiers (table stakes) |
| 20-50% | Use to differentiate tiers |
| 50-80% | Higher tiers only |
| Bottom 20% | Consider cutting or premium add-on |

### Willingness to Pay Surveys

**Direct method (simple but biased):**
"How much would you pay for [product]?"

**Better: Gabor-Granger method:**
"Would you buy [product] at [$X]?" (Yes/No)
Vary price across respondents to build demand curve.

**Even better: Conjoint analysis:**
Show product bundles at different prices
Respondents choose preferred option
Statistical analysis reveals price sensitivity per feature

---

## Value Metrics

### What is a Value Metric?

The value metric is what you charge for—it should scale with the value customers receive.

**Good value metrics:**
- Align price with value delivered
- Are easy to understand
- Scale as customer grows
- Are hard to game

### Common Value Metrics

| Metric | Best For | Example |
|--------|----------|---------|
| Per user/seat | Collaboration tools | Slack, Notion |
| Per usage | Variable consumption | AWS, Twilio |
| Per feature | Modular products | HubSpot add-ons |
| Per contact/record | CRM, email tools | Mailchimp, HubSpot |
| Per transaction | Payments, marketplaces | Stripe, Shopify |
| Flat fee | Simple products | Basecamp |
| Revenue share | High-value outcomes | Affiliate platforms |

### Choosing Your Value Metric

**Step 1: Identify how customers get value**
- What outcome do they care about?
- What do they measure success by?
- What would they pay more for?

**Step 2: Map usage to value**

| Usage Pattern | Value Delivered | Potential Metric |
|---------------|-----------------|------------------|
| More team members use it | More collaboration value | Per user |
| More data processed | More insights | Per record/event |
| More revenue generated | Direct ROI | Revenue share |
| More projects managed | More organization | Per project |

**Step 3: Test for alignment**

Ask: "As a customer uses more of [metric], do they get more value?"
- If yes → good value metric
- If no → price doesn't align with value

### Mapping Usage to Value: Framework

**1. Instrument usage data**
Track how customers use your product:
- Feature usage frequency
- Volume metrics (users, records, API calls)
- Outcome metrics (revenue generated, time saved)

**2. Correlate with customer success**
- Which usage patterns predict retention?
- Which usage patterns predict expansion?
- Which customers pay the most, and why?

**3. Identify value thresholds**
- At what usage level do customers "get it"?
- At what usage level do they expand?
- At what usage level should price increase?

**Example Analysis:**

```
Usage-Value Correlation Analysis:
─────────────────────────────────
Segment: High-LTV customers (>$10k ARR)
Average monthly active users: 15
Average projects: 8
Average integrations: 4

Segment: Churned customers
Average monthly active users: 3
Average projects: 2
Average integrations: 0

Insight: Value correlates with team adoption (users)
        and depth of use (integrations)

Recommendation: Price per user, gate integrations to higher tiers
```

---

## Tier Structure

### How Many Tiers?

**2 tiers:** Simple, clear choice
- Works for: Clear SMB vs. Enterprise split
- Risk: May leave money on table

**3 tiers:** Industry standard
- Good tier = Entry point
- Better tier = Recommended (anchor to best)
- Best tier = High-value customers

**4+ tiers:** More granularity
- Works for: Wide range of customer sizes
- Risk: Decision paralysis, complexity

### Good-Better-Best Framework

**Good tier (Entry):**
- Purpose: Remove barriers to entry
- Includes: Core features, limited usage
- Price: Low, accessible
- Target: Small teams, try before you buy

**Better tier (Recommended):**
- Purpose: Where most customers land
- Includes: Full features, reasonable limits
- Price: Your "anchor" price
- Target: Growing teams, serious users

**Best tier (Premium):**
- Purpose: Capture high-value customers
- Includes: Everything, advanced features, higher limits
- Price: Premium (often 2-3x "Better")
- Target: Larger teams, power users, enterprises

### Tier Differentiation Strategies

**Feature gating:**
- Basic features in all tiers
- Advanced features in higher tiers
- Works when features have clear value differences

**Usage limits:**
- Same features, different limits
- More users, storage, API calls at higher tiers
- Works when value scales with usage

**Support level:**
- Email support → Priority support → Dedicated success
- Works for products with implementation complexity

**Access and customization:**
- API access, SSO, custom branding
- Works for enterprise differentiation

### Example Tier Structure

```
┌────────────────┬─────────────────┬─────────────────┬─────────────────┐
│                │ Starter         │ Pro             │ Business        │
│                │ $29/mo          │ $79/mo          │ $199/mo         │
├────────────────┼─────────────────┼─────────────────┼─────────────────┤
│ Users          │ Up to 5         │ Up to 20        │ Unlimited       │
│ Projects       │ 10              │ Unlimited       │ Unlimited       │
│ Storage        │ 5 GB            │ 50 GB           │ 500 GB          │
│ Integrations   │ 3               │ 10              │ Unlimited       │
│ Analytics      │ Basic           │ Advanced        │ Custom          │
│ Support        │ Email           │ Priority        │ Dedicated       │
│ API Access     │ ✗               │ ✓               │ ✓               │
│ SSO            │ ✗               │ ✗               │ ✓               │
│ Audit logs     │ ✗               │ ✗               │ ✓               │
└────────────────┴─────────────────┴─────────────────┴─────────────────┘
```

---

## Packaging for Personas

### Identifying Pricing Personas

Different customers have different:
- Willingness to pay
- Feature needs
- Buying processes
- Value perception

**Segment by:**
- Company size (solopreneur → SMB → enterprise)
- Use case (marketing vs. sales vs. support)
- Sophistication (beginner → power user)
- Industry (different budget norms)

### Persona-Based Packaging

**Step 1: Define personas**

| Persona | Size | Needs | WTP | Example |
|---------|------|-------|-----|---------|
| Freelancer | 1 person | Basic features | Low | $19/mo |
| Small Team | 2-10 | Collaboration | Medium | $49/mo |
| Growing Co | 10-50 | Scale, integrations | Higher | $149/mo |
| Enterprise | 50+ | Security, support | High | Custom |

**Step 2: Map features to personas**

| Feature | Freelancer | Small Team | Growing | Enterprise |
|---------|------------|------------|---------|------------|
| Core features | ✓ | ✓ | ✓ | ✓ |
| Collaboration | — | ✓ | ✓ | ✓ |
| Integrations | — | Limited | Full | Full |
| API access | — | — | ✓ | ✓ |
| SSO/SAML | — | — | — | ✓ |
| Audit logs | — | — | — | ✓ |
| Custom contract | — | — | — | ✓ |

**Step 3: Price to value for each persona**
- Research willingness to pay per segment
- Set prices that capture value without blocking adoption
- Consider segment-specific landing pages

---

## Freemium vs. Free Trial

### When to Use Freemium

**Freemium works when:**
- Product has viral/network effects
- Free users provide value (content, data, referrals)
- Large market where % conversion drives volume
- Low marginal cost to serve free users
- Clear feature/usage limits for upgrade trigger

**Freemium risks:**
- Free users may never convert
- Devalues product perception
- Support costs for non-paying users
- Harder to raise prices later

**Example: Slack**
- Free tier for small teams
- Message history limit creates upgrade trigger
- Free users invite others (viral growth)
- Converts when team hits limit

### When to Use Free Trial

**Free trial works when:**
- Product needs time to demonstrate value
- Onboarding/setup investment required
- B2B with buying committees
- Higher price points
- Product is "sticky" once configured

**Trial best practices:**
- 7-14 days for simple products
- 14-30 days for complex products
- Full access (not feature-limited)
- Clear countdown and reminders
- Credit card optional vs. required trade-off

**Credit card upfront:**
- Higher trial-to-paid conversion (40-50% vs. 15-25%)
- Lower trial volume
- Better qualified leads

### Hybrid Approaches

**Freemium + Trial:**
- Free tier with limited features
- Trial of premium features
- Example: Zoom (free 40-min, trial of Pro)

**Reverse trial:**
- Start with full access
- After trial, downgrade to free tier
- Example: See premium value, live with limitations until ready

---

## When to Raise Prices

### Signs It's Time

**Market signals:**
- Competitors have raised prices
- You're significantly cheaper than alternatives
- Prospects don't flinch at price
- "It's so cheap!" feedback

**Business signals:**
- Very high conversion rates (>40%)
- Very low churn (<3% monthly)
- Customers using more than they pay for
- Unit economics are strong

**Product signals:**
- You've added significant value since last pricing
- Product is more mature/stable
- New features justify higher price

### Price Increase Strategies

**1. Grandfather existing customers**
- New price for new customers only
- Existing customers keep old price
- Pro: No churn risk
- Con: Leaves money on table, creates complexity

**2. Delayed increase for existing**
- Announce increase 3-6 months out
- Give time to lock in old price (annual)
- Pro: Fair, drives annual conversions
- Con: Some churn, requires communication

**3. Increase tied to value**
- Raise price but add features
- "New Pro tier with X, Y, Z"
- Pro: Justified increase
- Con: Requires actual new value

**4. Plan restructure**
- Change plans entirely
- Existing customers mapped to nearest fit
- Pro: Clean slate
- Con: Disruptive, requires careful mapping

### Communicating Price Increases

**For new customers:**
- Just update pricing page
- No announcement needed
- Monitor conversion rate

**For existing customers:**

```
Subject: Updates to [Product] pricing

Hi [Name],

I'm writing to let you know about upcoming changes to [Product] pricing.

[Context: what you've added, why change is happening]

Starting [date], our pricing will change from [old] to [new].

As a valued customer, [what this means for them: grandfathered, locked rate, timeline].

[If they're affected:]
You have until [date] to [action: lock in current rate, renew at old price].

[If they're grandfathered:]
You'll continue at your current rate. No action needed.

We appreciate your continued support of [Product].

[Your name]
```

---

## Pricing Page Best Practices

### Above the Fold

- Clear tier comparison table
- Recommended tier highlighted
- Monthly/annual toggle
- Primary CTA for each tier

### Tier Presentation

- Lead with the recommended tier (visual emphasis)
- Show value progression clearly
- Use checkmarks and limits, not paragraphs
- Anchor to higher tier (show enterprise first or savings)

### Common Elements

- [ ] Feature comparison table
- [ ] Who each tier is for
- [ ] FAQ section
- [ ] Contact sales option
- [ ] Annual discount callout
- [ ] Money-back guarantee
- [ ] Customer logos/trust signals

### Pricing Psychology to Apply

- **Anchoring:** Show higher-priced option first
- **Decoy effect:** Middle tier should be obviously best value
- **Charm pricing:** $49 vs. $50 (for value-focused)
- **Round pricing:** $50 vs. $49 (for premium)
- **Annual savings:** Show monthly price but offer annual discount (17-20%)

---

## Price Testing

### Methods for Testing Price

**1. A/B test pricing page (risky)**
- Different visitors see different prices
- Ethical/legal concerns
- May damage trust if discovered

**2. Geographic testing**
- Test higher prices in new markets
- Different currencies/regions
- Cleaner test, limited reach

**3. New customer only**
- Raise prices for new customers
- Compare conversion rates
- Monitor cohort LTV

**4. Sales team discretion**
- Test higher quotes through sales
- Track close rates at different prices
- Works for sales-led GTM

**5. Feature-based testing**
- Test different packaging
- Add premium tier at higher price
- See adoption without changing existing

### What to Measure

- Conversion rate at each price point
- Average revenue per user (ARPU)
- Total revenue (conversion × price)
- Customer lifetime value
- Churn rate by price paid
- Price sensitivity by segment

---

## Enterprise Pricing

### When to Add Custom Pricing

Add "Contact Sales" when:
- Deal sizes exceed $10k+ ARR
- Customers need custom contracts
- Implementation/onboarding required
- Security/compliance requirements
- Procurement processes involved

### Enterprise Tier Elements

**Table stakes:**
- SSO/SAML
- Audit logs
- Admin controls
- Uptime SLA
- Security certifications

**Value-adds:**
- Dedicated support/success
- Custom onboarding
- Training sessions
- Custom integrations
- Priority roadmap input

### Enterprise Pricing Strategies

**Per-seat at scale:**
- Volume discounts for large teams
- Example: $15/user (standard) → $10/user (100+)

**Platform fee + usage:**
- Base fee for access
- Usage-based above thresholds
- Example: $500/mo base + $0.01 per API call

**Value-based contracts:**
- Price tied to customer's revenue/outcomes
- Example: % of transactions, revenue share

---

## Pricing Checklist

### Before Setting Prices

- [ ] Defined target customer personas
- [ ] Researched competitor pricing
- [ ] Identified your value metric
- [ ] Conducted willingness-to-pay research
- [ ] Mapped features to tiers

### Pricing Structure

- [ ] Chosen number of tiers
- [ ] Differentiated tiers clearly
- [ ] Set price points based on research
- [ ] Created annual discount strategy
- [ ] Planned enterprise/custom tier

### Validation

- [ ] Tested pricing with target customers
- [ ] Reviewed pricing with sales team
- [ ] Validated unit economics work
- [ ] Planned for price increases
- [ ] Set up tracking for pricing metrics

---

## Questions to Ask

If you need more context:
1. What pricing research have you done (surveys, competitor analysis)?
2. What's your current ARPU and conversion rate?
3. What's your primary value metric (what do customers pay for value)?
4. Who are your main pricing personas (by size, use case)?
5. Are you self-serve, sales-led, or hybrid?
6. What pricing changes are you considering?

---

## Related Skills

- **page-cro**: For optimizing pricing page conversion
- **copywriting**: For pricing page copy
- **marketing-psychology**: For pricing psychology principles
- **ab-test-setup**: For testing pricing changes
- **analytics-tracking**: For tracking pricing metrics

```

### references/launch-strategy/SKILL.md

```markdown
---
name: launch-strategy
description: "When the user wants to plan a product launch, feature announcement, or release strategy. Also use when the user mentions 'launch,' 'Product Hunt,' 'feature release,' 'announcement,' 'go-to-market,' 'beta launch,' 'early access,' 'waitlist,' or 'product update.' This skill covers phased launches, channel strategy, and ongoing launch momentum."
---

# Launch Strategy

You are an expert in SaaS product launches and feature announcements. Your goal is to help users plan launches that build momentum, capture attention, and convert interest into users.

## Core Philosophy

The best companies don't just launch once—they launch again and again. Every new feature, improvement, and update is an opportunity to capture attention and engage your audience.

A strong launch isn't about a single moment. It's about:
- Getting your product into users' hands early
- Learning from real feedback
- Making a splash at every stage
- Building momentum that compounds over time

---

## The ORB Framework

Structure your launch marketing across three channel types. Everything should ultimately lead back to owned channels.

### Owned Channels
You own the channel (though not the audience). Direct access without algorithms or platform rules.

**Examples:**
- Email list
- Blog
- Podcast
- Branded community (Slack, Discord)
- Website/product

**Why they matter:**
- Get more effective over time
- No algorithm changes or pay-to-play
- Direct relationship with audience
- Compound value from content

**Start with 1-2 based on audience:**
- Industry lacks quality content → Start a blog
- People want direct updates → Focus on email
- Engagement matters → Build a community

**Example - Superhuman:**
Built demand through an invite-only waitlist and one-on-one onboarding sessions. Every new user got a 30-minute live demo. This created exclusivity, FOMO, and word-of-mouth—all through owned relationships. Years later, their original onboarding materials still drive engagement.

### Rented Channels
Platforms that provide visibility but you don't control. Algorithms shift, rules change, pay-to-play increases.

**Examples:**
- Social media (Twitter/X, LinkedIn, Instagram)
- App stores and marketplaces
- YouTube
- Reddit

**How to use correctly:**
- Pick 1-2 platforms where your audience is active
- Use them to drive traffic to owned channels
- Don't rely on them as your only strategy

**Example - Notion:**
Hacked virality through Twitter, YouTube, and Reddit where productivity enthusiasts were active. Encouraged community to share templates and workflows. But they funneled all visibility into owned assets—every viral post led to signups, then targeted email onboarding.

**Platform-specific tactics:**
- Twitter/X: Threads that spark conversation → link to newsletter
- LinkedIn: High-value posts → lead to gated content or email signup
- Marketplaces (Shopify, Slack): Optimize listing → drive to site for more

Rented channels give speed, not stability. Capture momentum by bringing users into your owned ecosystem.

### Borrowed Channels
Tap into someone else's audience to shortcut the hardest part—getting noticed.

**Examples:**
- Guest content (blog posts, podcast interviews, newsletter features)
- Collaborations (webinars, co-marketing, social takeovers)
- Speaking engagements (conferences, panels, virtual summits)
- Influencer partnerships

**Be proactive, not passive:**
1. List industry leaders your audience follows
2. Pitch win-win collaborations
3. Use tools like SparkToro or Listen Notes to find audience overlap
4. Set up affiliate/referral incentives

**Example - TRMNL:**
Sent a free e-ink display to YouTuber Snazzy Labs—not a paid sponsorship, just hoping he'd like it. He created an in-depth review that racked up 500K+ views and drove $500K+ in sales. They also set up an affiliate program for ongoing promotion.

Borrowed channels give instant credibility, but only work if you convert borrowed attention into owned relationships.

---

## Five-Phase Launch Approach

Launching isn't a one-day event. It's a phased process that builds momentum.

### Phase 1: Internal Launch
Gather initial feedback and iron out major issues before going public.

**Actions:**
- Recruit early users one-on-one to test for free
- Collect feedback on usability gaps and missing features
- Ensure prototype is functional enough to demo (doesn't need to be production-ready)

**Goal:** Validate core functionality with friendly users.

### Phase 2: Alpha Launch
Put the product in front of external users in a controlled way.

**Actions:**
- Create landing page with early access signup form
- Announce the product exists
- Invite users individually to start testing
- MVP should be working in production (even if still evolving)

**Goal:** First external validation and initial waitlist building.

### Phase 3: Beta Launch
Scale up early access while generating external buzz.

**Actions:**
- Work through early access list (some free, some paid)
- Start marketing with teasers about problems you solve
- Recruit friends, investors, and influencers to test and share

**Consider adding:**
- Coming soon landing page or waitlist
- "Beta" sticker in dashboard navigation
- Email invites to early access list
- Early access toggle in settings for experimental features

**Goal:** Build buzz and refine product with broader feedback.

### Phase 4: Early Access Launch
Shift from small-scale testing to controlled expansion.

**Actions:**
- Leak product details: screenshots, feature GIFs, demos
- Gather quantitative usage data and qualitative feedback
- Run user research with engaged users (incentivize with credits)
- Optionally run product/market fit survey to refine messaging

**Expansion options:**
- Option A: Throttle invites in batches (5-10% at a time)
- Option B: Invite all users at once under "early access" framing

**Goal:** Validate at scale and prepare for full launch.

### Phase 5: Full Launch
Open the floodgates.

**Actions:**
- Open self-serve signups
- Start charging (if not already)
- Announce general availability across all channels

**Launch touchpoints:**
- Customer emails
- In-app popups and product tours
- Website banner linking to launch assets
- "New" sticker in dashboard navigation
- Blog post announcement
- Social posts across platforms
- Product Hunt, BetaList, Hacker News, etc.

**Goal:** Maximum visibility and conversion to paying users.

---

## Product Hunt Launch Strategy

Product Hunt can be powerful for reaching early adopters, but it's not magic—it requires preparation.

### Pros
- Exposure to tech-savvy early adopter audience
- Credibility bump (especially if Product of the Day)
- Potential PR coverage and backlinks

### Cons
- Very competitive to rank well
- Short-lived traffic spikes
- Requires significant pre-launch planning

### How to Launch Successfully

**Before launch day:**
1. Build relationships with influential supporters, content hubs, and communities
2. Optimize your listing: compelling tagline, polished visuals, short demo video
3. Study successful launches to identify what worked
4. Engage in relevant communities—provide value before pitching
5. Prepare your team for all-day engagement

**On launch day:**
1. Treat it as an all-day event
2. Respond to every comment in real-time
3. Answer questions and spark discussions
4. Encourage your existing audience to engage
5. Direct traffic back to your site to capture signups

**After launch day:**
1. Follow up with everyone who engaged
2. Convert Product Hunt traffic into owned relationships (email signups)
3. Continue momentum with post-launch content

### Case Studies

**SavvyCal** (Scheduling tool):
- Optimized landing page and onboarding before launch
- Built relationships with productivity/SaaS influencers in advance
- Responded to every comment on launch day
- Result: #2 Product of the Month

**Reform** (Form builder):
- Studied successful launches and applied insights
- Crafted clear tagline, polished visuals, demo video
- Engaged in communities before launch (provided value first)
- Treated launch as all-day engagement event
- Directed traffic to capture signups
- Result: #1 Product of the Day

---

## Post-Launch Product Marketing

Your launch isn't over when the announcement goes live. Now comes adoption and retention work.

### Immediate Post-Launch Actions

**Educate new users:**
Set up automated onboarding email sequence introducing key features and use cases.

**Reinforce the launch:**
Include announcement in your weekly/biweekly/monthly roundup email to catch people who missed it.

**Differentiate against competitors:**
Publish comparison pages highlighting why you're the obvious choice.

**Update web pages:**
Add dedicated sections about the new feature/product across your site.

**Offer hands-on preview:**
Create no-code interactive demo (using tools like Navattic) so visitors can explore before signing up.

### Keep Momentum Going
It's easier to build on existing momentum than start from scratch. Every touchpoint reinforces the launch.

---

## Ongoing Launch Strategy

Don't rely on a single launch event. Regular updates and feature rollouts sustain engagement.

### How to Prioritize What to Announce

Use this matrix to decide how much marketing each update deserves:

**Major updates** (new features, product overhauls):
- Full campaign across multiple channels
- Blog post, email campaign, in-app messages, social media
- Maximize exposure

**Medium updates** (new integrations, UI enhancements):
- Targeted announcement
- Email to relevant segments, in-app banner
- Don't need full fanfare

**Minor updates** (bug fixes, small tweaks):
- Changelog and release notes
- Signal that product is improving
- Don't dominate marketing

### Announcement Tactics

**Space out releases:**
Instead of shipping everything at once, stagger announcements to maintain momentum.

**Reuse high-performing tactics:**
If a previous announcement resonated, apply those insights to future updates.

**Keep engaging:**
Continue using email, social, and in-app messaging to highlight improvements.

**Signal active development:**
Even small changelog updates remind customers your product is evolving. This builds retention and word-of-mouth—customers feel confident you'll be around.

---

## Launch Checklist

### Pre-Launch
- [ ] Landing page with clear value proposition
- [ ] Email capture / waitlist signup
- [ ] Early access list built
- [ ] Owned channels established (email, blog, community)
- [ ] Rented channel presence (social profiles optimized)
- [ ] Borrowed channel opportunities identified (podcasts, influencers)
- [ ] Product Hunt listing prepared (if using)
- [ ] Launch assets created (screenshots, demo video, GIFs)
- [ ] Onboarding flow ready
- [ ] Analytics/tracking in place

### Launch Day
- [ ] Announcement email to list
- [ ] Blog post published
- [ ] Social posts scheduled and posted
- [ ] Product Hunt listing live (if using)
- [ ] In-app announcement for existing users
- [ ] Website banner/notification active
- [ ] Team ready to engage and respond
- [ ] Monitor for issues and feedback

### Post-Launch
- [ ] Onboarding email sequence active
- [ ] Follow-up with engaged prospects
- [ ] Roundup email includes announcement
- [ ] Comparison pages published
- [ ] Interactive demo created
- [ ] Gather and act on feedback
- [ ] Plan next launch moment

---

## Questions to Ask

If you need more context:
1. What are you launching? (New product, major feature, minor update)
2. What's your current audience size and engagement?
3. What owned channels do you have? (Email list size, blog traffic, community)
4. What's your timeline for launch?
5. Have you launched before? What worked/didn't work?
6. Are you considering Product Hunt? What's your preparation status?

---

## Related Skills

- **marketing-ideas**: For additional launch tactics (#22 Product Hunt, #23 Early Access Referrals)
- **email-sequence**: For launch and onboarding email sequences
- **page-cro**: For optimizing launch landing pages
- **marketing-psychology**: For psychology behind waitlists and exclusivity
- **programmatic-seo**: For comparison pages mentioned in post-launch

```

### references/paid-ads/SKILL.md

```markdown
---
name: paid-ads
description: "When the user wants help with paid advertising campaigns on Google Ads, Meta (Facebook/Instagram), LinkedIn, Twitter/X, or other ad platforms. Also use when the user mentions 'PPC,' 'paid media,' 'ad copy,' 'ad creative,' 'ROAS,' 'CPA,' 'ad campaign,' 'retargeting,' or 'audience targeting.' This skill covers campaign strategy, ad creation, audience targeting, and optimization."
---

# Paid Ads

You are an expert performance marketer with direct access to ad platform accounts. Your goal is to help create, optimize, and scale paid advertising campaigns that drive efficient customer acquisition.

## Before Starting

Gather this context (ask if not provided):

### 1. Campaign Goals
- What's the primary objective? (Awareness, traffic, leads, sales, app installs)
- What's the target CPA or ROAS?
- What's the monthly/weekly budget?
- Any constraints? (Brand guidelines, compliance, geographic)

### 2. Product & Offer
- What are you promoting? (Product, free trial, lead magnet, demo)
- What's the landing page URL?
- What makes this offer compelling?
- Any promotions or urgency elements?

### 3. Audience
- Who is the ideal customer?
- What problem does your product solve for them?
- What are they searching for or interested in?
- Do you have existing customer data for lookalikes?

### 4. Current State
- Have you run ads before? What worked/didn't?
- Do you have existing pixel/conversion data?
- What's your current funnel conversion rate?
- Any existing creative assets?

---

## Platform Selection Guide

### Google Ads
**Best for:** High-intent search traffic, capturing existing demand
**Use when:**
- People actively search for your solution
- You have clear keywords with commercial intent
- You want bottom-of-funnel conversions

**Campaign types:**
- Search: Keyword-targeted text ads
- Performance Max: AI-driven cross-channel
- Display: Banner ads across Google network
- YouTube: Video ads
- Demand Gen: Discovery and Gmail placements

### Meta (Facebook/Instagram)
**Best for:** Demand generation, visual products, broad targeting
**Use when:**
- Your product has visual appeal
- You're creating demand (not just capturing it)
- You have strong creative assets
- You want to build audiences for retargeting

**Campaign types:**
- Advantage+ Shopping: E-commerce automation
- Lead Gen: In-platform lead forms
- Conversions: Website conversion optimization
- Traffic: Link clicks to site
- Engagement: Social proof building

### LinkedIn Ads
**Best for:** B2B targeting, reaching decision-makers
**Use when:**
- You're selling to businesses
- Job title/company targeting matters
- Higher price points justify higher CPCs
- You need to reach specific industries

**Campaign types:**
- Sponsored Content: Feed posts
- Message Ads: Direct InMail
- Lead Gen Forms: In-platform capture
- Document Ads: Gated content
- Conversation Ads: Interactive messaging

### Twitter/X Ads
**Best for:** Tech audiences, real-time relevance, thought leadership
**Use when:**
- Your audience is active on X
- You have timely/trending content
- You want to amplify organic content
- Lower CPMs matter more than precision targeting

### TikTok Ads
**Best for:** Younger demographics, viral creative, brand awareness
**Use when:**
- Your audience skews younger (18-34)
- You can create native-feeling video content
- Brand awareness is a goal
- You have creative capacity for video

---

## Campaign Structure Best Practices

### Account Organization

```
Account
├── Campaign 1: [Objective] - [Audience/Product]
│   ├── Ad Set 1: [Targeting variation]
│   │   ├── Ad 1: [Creative variation A]
│   │   ├── Ad 2: [Creative variation B]
│   │   └── Ad 3: [Creative variation C]
│   └── Ad Set 2: [Targeting variation]
│       └── Ads...
└── Campaign 2...
```

### Naming Conventions

Use consistent naming for easy analysis:

```
[Platform]_[Objective]_[Audience]_[Offer]_[Date]

Examples:
META_Conv_Lookalike-Customers_FreeTrial_2024Q1
GOOG_Search_Brand_Demo_Ongoing
LI_LeadGen_CMOs-SaaS_Whitepaper_Mar24
```

### Budget Allocation Framework

**Testing phase (first 2-4 weeks):**
- 70% to proven/safe campaigns
- 30% to testing new audiences/creative

**Scaling phase:**
- Consolidate budget into winning combinations
- Increase budgets 20-30% at a time
- Wait 3-5 days between increases for algorithm learning

---

## Ad Copy Frameworks

### Primary Text Formulas

**Problem-Agitate-Solve (PAS):**
```
[Problem statement]
[Agitate the pain]
[Introduce solution]
[CTA]
```

Example:
> Spending hours on manual reporting every week?
> While you're buried in spreadsheets, your competitors are making decisions.
> [Product] automates your reports in minutes.
> Start your free trial →

**Before-After-Bridge (BAB):**
```
[Current painful state]
[Desired future state]
[Your product as the bridge]
```

Example:
> Before: Chasing down approvals across email, Slack, and spreadsheets.
> After: Every approval tracked, automated, and on time.
> [Product] connects your tools and keeps projects moving.

**Social Proof Lead:**
```
[Impressive stat or testimonial]
[What you do]
[CTA]
```

Example:
> "We cut our reporting time by 75%." — Sarah K., Marketing Director
> [Product] automates the reports you hate building.
> See how it works →

### Headline Formulas

**For Search Ads:**
- [Keyword] + [Benefit]: "Project Management That Teams Actually Use"
- [Action] + [Outcome]: "Automate Reports | Save 10 Hours Weekly"
- [Question]: "Tired of Manual Data Entry?"
- [Number] + [Benefit]: "500+ Teams Trust [Product] for [Outcome]"

**For Social Ads:**
- Hook with outcome: "How we 3x'd our conversion rate"
- Hook with curiosity: "The reporting hack no one talks about"
- Hook with contrarian: "Why we stopped using [common tool]"
- Hook with specificity: "The exact template we use for..."

### CTA Variations

**Soft CTAs (awareness/consideration):**
- Learn More
- See How It Works
- Watch Demo
- Get the Guide

**Hard CTAs (conversion):**
- Start Free Trial
- Get Started Free
- Book a Demo
- Claim Your Discount
- Buy Now

**Urgency CTAs (when genuine):**
- Limited Time: 30% Off
- Offer Ends [Date]
- Only X Spots Left

---

## Audience Targeting Strategies

### Google Ads Audiences

**Search campaigns:**
- Keywords (exact, phrase, broad match)
- Audience layering (observation mode first)
- Remarketing lists for search ads (RLSA)

**Display/YouTube:**
- Custom intent (based on search behavior)
- In-market audiences
- Affinity audiences
- Customer match (upload email lists)
- Similar/lookalike audiences

### Meta Audiences

**Core audiences (interest/demographic):**
- Layer interests with AND logic for precision
- Exclude existing customers
- Start broad, let algorithm optimize

**Custom audiences:**
- Website visitors (by page, time on site, frequency)
- Customer list uploads
- Engagement (video viewers, page engagers)
- App activity

**Lookalike audiences:**
- Source: Best customers (by LTV, not just all customers)
- Size: Start 1%, expand to 1-3% as you scale
- Layer: Lookalike + interest for early testing

### LinkedIn Audiences

**Job-based targeting:**
- Job titles (be specific, avoid broad)
- Job functions + seniority
- Skills (self-reported)

**Company-based targeting:**
- Company size
- Industry
- Company names (ABM)
- Company growth rate

**Combinations that work:**
- Job function + seniority + company size
- Industry + job title
- Company list + decision-maker titles

---

## Creative Best Practices

### Image Ads

**What works:**
- Clear product screenshots showing UI
- Before/after comparisons
- Stats and numbers as focal point
- Human faces (real, not stock)
- Bold, readable text overlay (keep under 20%)

**What doesn't:**
- Generic stock photos
- Too much text
- Cluttered visuals
- Low contrast/hard to read

### Video Ads

**Structure for short-form (15-30 sec):**
1. Hook (0-3 sec): Pattern interrupt, question, or bold statement
2. Problem (3-8 sec): Relatable pain point
3. Solution (8-20 sec): Show product/benefit
4. CTA (20-30 sec): Clear next step

**Structure for longer-form (60+ sec):**
1. Hook (0-5 sec)
2. Problem deep-dive (5-20 sec)
3. Solution introduction (20-35 sec)
4. Social proof (35-45 sec)
5. How it works (45-55 sec)
6. CTA with offer (55-60 sec)

**Production tips:**
- Captions always (85% watch without sound)
- Vertical for Stories/Reels, square for feed
- Native feel outperforms polished
- First 3 seconds determine if they watch

### Ad Creative Testing

**Testing hierarchy:**
1. Concept/angle (biggest impact)
2. Hook/headline
3. Visual style
4. Body copy
5. CTA

**Testing approach:**
- Test one variable at a time for clean data
- Need 100+ conversions per variant for significance
- Kill losers fast (3-5 days with sufficient spend)
- Iterate on winners

---

## Campaign Optimization

### Key Metrics by Objective

**Awareness:**
- CPM (cost per 1,000 impressions)
- Reach and frequency
- Video view rate / watch time
- Brand lift (if available)

**Consideration:**
- CTR (click-through rate)
- CPC (cost per click)
- Landing page views
- Time on site from ads

**Conversion:**
- CPA (cost per acquisition)
- ROAS (return on ad spend)
- Conversion rate
- Cost per lead / cost per sale

### Optimization Levers

**If CPA is too high:**
1. Check landing page (is the problem post-click?)
2. Tighten audience targeting
3. Test new creative angles
4. Improve ad relevance/quality score
5. Adjust bid strategy

**If CTR is low:**
- Creative isn't resonating → test new hooks/angles
- Audience mismatch → refine targeting
- Ad fatigue → refresh creative
- Weak offer → improve value proposition

**If CPM is high:**
- Audience too narrow → expand targeting
- High competition → try different placements
- Low relevance score → improve creative fit
- Bidding too aggressively → adjust bid caps

### Bid Strategies

**Manual/controlled:**
- Use when: Learning phase, small budgets, need control
- Manual CPC, bid caps, cost caps

**Automated/smart:**
- Use when: Sufficient conversion data (50+ per month), scaling
- Target CPA, target ROAS, maximize conversions

**Progression:**
1. Start with manual or cost caps
2. Gather conversion data (50+ conversions)
3. Switch to automated with targets based on historical data
4. Monitor and adjust targets based on results

---

## Retargeting Strategies

### Funnel-Based Retargeting

**Top of funnel (awareness):**
- Audience: Blog readers, video viewers, social engagers
- Message: Educational content, social proof
- Goal: Move to consideration

**Middle of funnel (consideration):**
- Audience: Pricing page visitors, feature page visitors
- Message: Case studies, demos, comparisons
- Goal: Move to decision

**Bottom of funnel (decision):**
- Audience: Cart abandoners, trial users, demo no-shows
- Message: Urgency, objection handling, offers
- Goal: Convert

### Retargeting Windows

| Stage | Window | Frequency Cap |
|-------|--------|---------------|
| Hot (cart/trial) | 1-7 days | Higher OK |
| Warm (key pages) | 7-30 days | 3-5x/week |
| Cold (any visit) | 30-90 days | 1-2x/week |

### Exclusions to Set Up

Always exclude:
- Existing customers (unless upsell campaign)
- Recent converters (7-14 day window)
- Bounced visitors (<10 sec on site)
- Irrelevant pages (careers, support)

---

## Reporting & Analysis

### Weekly Review Checklist

- [ ] Spend vs. budget pacing
- [ ] CPA/ROAS vs. targets
- [ ] Top and bottom performing ads
- [ ] Audience performance breakdown
- [ ] Frequency check (fatigue risk)
- [ ] Landing page conversion rate
- [ ] Any disapproved ads or policy issues

### Monthly Analysis

- [ ] Overall channel performance vs. goals
- [ ] Creative performance trends
- [ ] Audience insights and learnings
- [ ] Budget reallocation recommendations
- [ ] Test results and next tests
- [ ] Competitive landscape changes

### Attribution Considerations

- Platform attribution is inflated (they want credit)
- Use UTM parameters consistently
- Compare platform data to GA4/analytics
- Consider incrementality testing for mature accounts
- Look at blended CAC, not just platform CPA

---

## Platform-Specific Setup Guides

### Google Ads Setup Checklist

- [ ] Conversion tracking installed and tested
- [ ] Google Analytics 4 linked
- [ ] Audience lists created (remarketing, customer match)
- [ ] Negative keyword lists built
- [ ] Ad extensions set up (sitelinks, callouts, structured snippets)
- [ ] Brand campaign running (protect branded terms)
- [ ] Competitor campaign considered
- [ ] Location and language targeting set
- [ ] Ad schedule aligned with business hours (if B2B)

### Meta Ads Setup Checklist

- [ ] Pixel installed and events firing
- [ ] Conversions API set up (server-side tracking)
- [ ] Custom audiences created
- [ ] Product catalog connected (if e-commerce)
- [ ] Domain verified
- [ ] Business Manager properly configured
- [ ] Aggregated event measurement prioritized
- [ ] Creative assets in correct sizes
- [ ] UTM parameters in all URLs

### LinkedIn Ads Setup Checklist

- [ ] Insight Tag installed
- [ ] Conversion tracking configured
- [ ] Matched audiences created
- [ ] Company page connected
- [ ] Lead gen form templates created
- [ ] Document assets uploaded (for Document Ads)
- [ ] Audience size validated (not too narrow)
- [ ] Budget realistic for LinkedIn CPCs ($8-15+)

---

## Common Mistakes to Avoid

### Strategy Mistakes
- Launching without conversion tracking
- Too many campaigns/ad sets (fragmenting budget)
- Not giving algorithms enough learning time
- Optimizing for wrong metric (clicks vs. conversions)
- Ignoring landing page experience

### Targeting Mistakes
- Audiences too narrow (can't exit learning phase)
- Audiences too broad (wasting spend)
- Not excluding existing customers
- Overlapping audiences competing with each other
- Ignoring negative keywords (Search)

### Creative Mistakes
- Only running one ad per ad set
- Not refreshing creative (ad fatigue)
- Mismatch between ad and landing page
- Ignoring mobile experience
- Too much text in images (Meta)

### Budget Mistakes
- Spreading budget too thin across campaigns
- Making big budget changes (disrupts learning)
- Not accounting for platform minimums
- Stopping campaigns during learning phase
- Weekend/off-hours spend without adjustment

---

## Questions to Ask

If you need more context:
1. What platform(s) are you currently running or want to start with?
2. What's your monthly ad budget?
3. What does a successful conversion look like (and what's it worth)?
4. Do you have existing creative assets or need to create them?
5. What landing page will ads point to?
6. Do you have pixel/conversion tracking set up?

---

## Related Skills

- **copywriting**: For landing page copy that converts ad traffic
- **analytics-tracking**: For proper conversion tracking setup
- **ab-test-setup**: For landing page testing to improve ROAS
- **page-cro**: For optimizing post-click conversion rates

```

### references/referral-program/SKILL.md

```markdown
---
name: referral-program
description: "When the user wants to create, optimize, or analyze a referral program, affiliate program, or word-of-mouth strategy. Also use when the user mentions 'referral,' 'affiliate,' 'ambassador,' 'word of mouth,' 'viral loop,' 'refer a friend,' or 'partner program.' This skill covers program design, incentive structure, and growth optimization."
---

# Referral & Affiliate Programs

You are an expert in viral growth and referral marketing with access to referral program data and third-party tools. Your goal is to help design and optimize programs that turn customers into growth engines.

## Before Starting

Gather this context (ask if not provided):

### 1. Program Type
- Are you building a customer referral program, affiliate program, or both?
- Is this B2B or B2C?
- What's the average customer value (LTV)?
- What's your current CAC from other channels?

### 2. Current State
- Do you have an existing referral/affiliate program?
- What's your current referral rate (% of customers who refer)?
- What incentives have you tried?
- Do you have customer NPS or satisfaction data?

### 3. Product Fit
- Is your product shareable? (Does using it involve others?)
- Does your product have network effects?
- Do customers naturally talk about your product?
- What triggers word-of-mouth currently?

### 4. Resources
- What tools/platforms do you use or consider?
- What's your budget for referral incentives?
- Do you have engineering resources for custom implementation?

---

## Referral vs. Affiliate: When to Use Each

### Customer Referral Programs

**Best for:**
- Existing customers recommending to their network
- Products with natural word-of-mouth
- Building authentic social proof
- Lower-ticket or self-serve products

**Characteristics:**
- Referrer is an existing customer
- Motivation: Rewards + helping friends
- Typically one-time or limited rewards
- Tracked via unique links or codes
- Higher trust, lower volume

### Affiliate Programs

**Best for:**
- Reaching audiences you don't have access to
- Content creators, influencers, bloggers
- Products with clear value proposition
- Higher-ticket products that justify commissions

**Characteristics:**
- Affiliates may not be customers
- Motivation: Revenue/commission
- Ongoing commission relationship
- Requires more management
- Higher volume, variable trust

### Hybrid Approach

Many successful programs combine both:
- Referral program for customers (simple, small rewards)
- Affiliate program for partners (larger commissions, more structure)

---

## Referral Program Design

### The Referral Loop

```
┌─────────────────────────────────────────────────────┐
│                                                     │
│  ┌──────────┐    ┌──────────┐    ┌──────────┐     │
│  │ Trigger  │───▶│  Share   │───▶│ Convert  │     │
│  │ Moment   │    │  Action  │    │ Referred │     │
│  └──────────┘    └──────────┘    └──────────┘     │
│       ▲                               │            │
│       │                               │            │
│       └───────────────────────────────┘            │
│                  Reward                            │
└─────────────────────────────────────────────────────┘
```

### Step 1: Identify Trigger Moments

When are customers most likely to refer?

**High-intent moments:**
- Right after first "aha" moment
- After achieving a milestone
- After receiving exceptional support
- After renewing or upgrading
- When they tell you they love the product

**Natural sharing moments:**
- When the product involves collaboration
- When they're asked "what tool do you use?"
- When they share results publicly
- When they complete something shareable

### Step 2: Design the Share Mechanism

**Methods ranked by effectiveness:**

1. **In-product sharing** — Highest conversion, feels native
2. **Personalized link** — Easy to track, works everywhere
3. **Email invitation** — Direct, personal, higher intent
4. **Social sharing** — Broadest reach, lowest conversion
5. **Referral code** — Memorable, works offline

**Best practice:** Offer multiple sharing options, lead with the highest-converting method.

### Step 3: Choose Incentive Structure

**Single-sided rewards** (referrer only):
- Simpler to explain
- Works for high-value products
- Risk: Referred may feel no urgency

**Double-sided rewards** (both parties):
- Higher conversion rates
- Creates win-win framing
- Standard for most programs

**Tiered rewards:**
- Increases engagement over time
- Gamifies the referral process
- More complex to communicate

### Incentive Types

| Type | Pros | Cons | Best For |
|------|------|------|----------|
| Cash/credit | Universally valued | Feels transactional | Marketplaces, fintech |
| Product credit | Drives usage | Only valuable if they'll use it | SaaS, subscriptions |
| Free months | Clear value | May attract freebie-seekers | Subscription products |
| Feature unlock | Low cost to you | Only works for gated features | Freemium products |
| Swag/gifts | Memorable, shareable | Logistics complexity | Brand-focused companies |
| Charity donation | Feel-good | Lower personal motivation | Mission-driven brands |

### Incentive Sizing Framework

**Calculate your maximum incentive:**
```
Max Referral Reward = (Customer LTV × Gross Margin) - Target CAC
```

**Example:**
- LTV: $1,200
- Gross margin: 70%
- Target CAC: $200
- Max reward: ($1,200 × 0.70) - $200 = $640

**Typical referral rewards:**
- B2C: $10-50 or 10-25% of first purchase
- B2B SaaS: $50-500 or 1-3 months free
- Enterprise: Higher, often custom

---

## Referral Program Examples

### Dropbox (Classic)

**Program:** Give 500MB storage, get 500MB storage
**Why it worked:**
- Reward directly tied to product value
- Low friction (just an email)
- Both parties benefit equally
- Gamified with progress tracking

### Uber/Lyft

**Program:** Give $10 ride credit, get $10 when they ride
**Why it worked:**
- Immediate, clear value
- Double-sided incentive
- Easy to share (code/link)
- Triggered at natural moments

### Morning Brew

**Program:** Tiered rewards for subscriber referrals
- 3 referrals: Newsletter stickers
- 5 referrals: T-shirt
- 10 referrals: Mug
- 25 referrals: Hoodie

**Why it worked:**
- Gamification drives ongoing engagement
- Physical rewards are shareable (more referrals)
- Low cost relative to subscriber value
- Built status/identity

### Notion

**Program:** $10 credit per referral (education)
**Why it worked:**
- Targeted high-sharing audience (students)
- Product naturally spreads in teams
- Credit keeps users engaged

---

## Affiliate Program Design

### Commission Structures

**Percentage of sale:**
- Standard: 10-30% of first sale or first year
- Works for: E-commerce, SaaS with clear pricing
- Example: "Earn 25% of every sale you refer"

**Flat fee per action:**
- Standard: $5-500 depending on value
- Works for: Lead gen, trials, freemium
- Example: "$50 for every qualified demo"

**Recurring commission:**
- Standard: 10-25% of recurring revenue
- Works for: Subscription products
- Example: "20% of subscription for 12 months"

**Tiered commission:**
- Works for: Motivating high performers
- Example: "20% for 1-10 sales, 25% for 11-25, 30% for 26+"

### Cookie Duration

How long after click does affiliate get credit?

| Duration | Use Case |
|----------|----------|
| 24 hours | High-volume, low-consideration purchases |
| 7-14 days | Standard e-commerce |
| 30 days | Standard SaaS/B2B |
| 60-90 days | Long sales cycles, enterprise |
| Lifetime | Premium affiliate relationships |

### Affiliate Recruitment

**Where to find affiliates:**
- Existing customers who create content
- Industry bloggers and reviewers
- YouTubers in your niche
- Newsletter writers
- Complementary tool companies
- Consultants and agencies

**Outreach template:**
```
Subject: Partnership opportunity — [Your Product]

Hi [Name],

I've been following your content on [topic] — particularly [specific piece] — and think there could be a great fit for a partnership.

[Your Product] helps [audience] [achieve outcome], and I think your audience would find it valuable.

We offer [commission structure] for partners, plus [additional benefits: early access, co-marketing, etc.].

Would you be open to learning more?

[Your name]
```

### Affiliate Enablement

Provide affiliates with:
- [ ] Unique tracking links/codes
- [ ] Product overview and key benefits
- [ ] Target audience description
- [ ] Comparison to competitors
- [ ] Creative assets (logos, banners, images)
- [ ] Sample copy and talking points
- [ ] Case studies and testimonials
- [ ] Demo access or free account
- [ ] FAQ and objection handling
- [ ] Payment terms and schedule

---

## Viral Coefficient & Modeling

### Key Metrics

**Viral coefficient (K-factor):**
```
K = Invitations × Conversion Rate

K > 1 = Viral growth (each user brings more than 1 new user)
K < 1 = Amplified growth (referrals supplement other acquisition)
```

**Example:**
- Average customer sends 3 invitations
- 15% of invitations convert
- K = 3 × 0.15 = 0.45

**Referral rate:**
```
Referral Rate = (Customers who refer) / (Total customers)
```

Benchmarks:
- Good: 10-25% of customers refer
- Great: 25-50%
- Exceptional: 50%+

**Referrals per referrer:**
```
How many successful referrals does each referring customer generate?
```

Benchmarks:
- Average: 1-2 referrals per referrer
- Good: 2-5
- Exceptional: 5+

### Calculating Referral Program ROI

```
Referral Program ROI = (Revenue from referred customers - Program costs) / Program costs

Program costs = Rewards paid + Tool costs + Management time
```

**Track separately:**
- Cost per referred customer (CAC via referral)
- LTV of referred customers (often higher than average)
- Payback period for referral rewards

---

## Program Optimization

### Improving Referral Rate

**If few customers are referring:**
- Ask at better moments (after wins, not randomly)
- Simplify the sharing process
- Test different incentive types
- Make the referral prominent in product
- Remind via email campaigns
- Reduce friction in the flow

**If referrals aren't converting:**
- Improve the landing experience for referred users
- Strengthen the incentive for new users
- Test different messaging on referral pages
- Ensure the referrer's endorsement is visible
- Shorten the path to value

### A/B Tests to Run

**Incentive tests:**
- Reward amount (10% higher, 20% higher)
- Reward type (credit vs. cash vs. free months)
- Single vs. double-sided
- Immediate vs. delayed reward

**Messaging tests:**
- How you describe the program
- CTA copy on share buttons
- Email subject lines for referral invites
- Landing page copy for referred users

**Placement tests:**
- Where the referral prompt appears
- When it appears (trigger timing)
- How prominent it is
- In-app vs. email prompts

### Common Problems & Fixes

| Problem | Likely Cause | Fix |
|---------|--------------|-----|
| Low awareness | Program not visible | Add prominent in-app prompts |
| Low share rate | Too much friction | Simplify to one click |
| Low conversion | Weak landing page | Optimize referred user experience |
| Fraud/abuse | Gaming the system | Add verification, limits |
| One-time referrers | No ongoing motivation | Add tiered/gamified rewards |

---

## Fraud Prevention

### Common Referral Fraud

- Self-referrals (creating fake accounts)
- Referral rings (groups referring each other)
- Coupon sites posting referral codes
- Fake email addresses
- VPN/device spoofing

### Prevention Measures

**Technical:**
- Email verification required
- Device fingerprinting
- IP address monitoring
- Delayed reward payout (after activation)
- Minimum activity threshold

**Policy:**
- Clear terms of service
- Maximum referrals per period
- Reward clawback for refunds/chargebacks
- Manual review for suspicious patterns

**Structural:**
- Require referred user to take meaningful action
- Cap lifetime rewards
- Pay rewards in product credit (less attractive to fraudsters)

---

## Tools & Platforms

### Referral Program Tools

**Full-featured platforms:**
- ReferralCandy — E-commerce focused
- Ambassador — Enterprise referral programs
- Friendbuy — E-commerce and subscription
- GrowSurf — SaaS and tech companies
- Viral Loops — Template-based campaigns

**Built-in options:**
- Stripe (basic referral tracking)
- HubSpot (CRM-integrated)
- Segment (tracking and analytics)

### Affiliate Program Tools

**Affiliate networks:**
- ShareASale — Large merchant network
- Impact — Enterprise partnerships
- PartnerStack — SaaS focused
- Tapfiliate — Simple SaaS affiliate tracking
- FirstPromoter — SaaS affiliate management

**Self-hosted:**
- Rewardful — Stripe-integrated affiliates
- Refersion — E-commerce affiliates

### Choosing a Tool

Consider:
- Integration with your payment system
- Fraud detection capabilities
- Payout management
- Reporting and analytics
- Customization options
- Price vs. program scale

---

## Email Sequences for Referral Programs

### Referral Program Launch

**Email 1: Announcement**
```
Subject: You can now earn [reward] for sharing [Product]

Body:
We just launched our referral program!

Share [Product] with friends and earn [reward] for each person who signs up. They get [their reward] too.

[Unique referral link]

Here's how it works:
1. Share your link
2. Friend signs up
3. You both get [reward]

[CTA: Share now]
```

### Referral Nurture Sequence

**After signup (if they haven't referred):**
- Day 7: Remind about referral program
- Day 30: "Know anyone who'd benefit?"
- Day 60: Success story + referral prompt
- After milestone: "You just [achievement] — know others who'd want this?"

### Re-engagement for Past Referrers

```
Subject: Your friends are loving [Product]

Body:
Remember when you referred [Name]? They've [achievement/milestone].

Know anyone else who'd benefit? You'll earn [reward] for each friend who joins.

[Referral link]
```

---

## Measuring Success

### Dashboard Metrics

**Program health:**
- Active referrers (referred someone in last 30 days)
- Total referrals (invites sent)
- Referral conversion rate
- Rewards earned/paid

**Business impact:**
- % of new customers from referrals
- CAC via referral vs. other channels
- LTV of referred customers
- Referral program ROI

### Cohort Analysis

Track referred customers separately:
- Do they convert faster?
- Do they have higher LTV?
- Do they refer others at higher rates?
- Do they churn less?

Typical findings:
- Referred customers have 16-25% higher LTV
- Referred customers have 18-37% lower churn
- Referred customers refer others at 2-3x rate

---

## Launch Checklist

### Before Launch

- [ ] Define program goals and success metrics
- [ ] Design incentive structure
- [ ] Build or configure referral tool
- [ ] Create referral landing page
- [ ] Design email templates
- [ ] Set up tracking and attribution
- [ ] Define fraud prevention rules
- [ ] Create terms and conditions
- [ ] Test complete referral flow
- [ ] Plan launch announcement

### Launch

- [ ] Announce to existing customers (email)
- [ ] Add in-app referral prompts
- [ ] Update website with program details
- [ ] Brief support team on program
- [ ] Monitor for fraud/issues
- [ ] Track initial metrics

### Post-Launch (First 30 Days)

- [ ] Review conversion funnel
- [ ] Identify top referrers
- [ ] Gather feedback on program
- [ ] Fix any friction points
- [ ] Plan first optimizations
- [ ] Send reminder emails to non-referrers

---

## Questions to Ask

If you need more context:
1. What type of program are you building (referral, affiliate, or both)?
2. What's your customer LTV and current CAC?
3. Do you have an existing program, or starting from scratch?
4. What tools/platforms are you using or considering?
5. What's your budget for rewards/commissions?
6. Is your product naturally shareable (involves others, visible results)?

---

## Related Skills

- **launch-strategy**: For launching referral program effectively
- **email-sequence**: For referral nurture campaigns
- **marketing-psychology**: For understanding referral motivation
- **analytics-tracking**: For tracking referral attribution
- **pricing-strategy**: For structuring rewards relative to LTV

```



---

## Skill Companion Files

> Additional files collected from the skill directory layout.

### _meta.json

```json
{
  "owner": "alexeyvorobiev",
  "slug": "alexey-marketing-skills",
  "displayName": "alexey-marketing-skills",
  "latest": {
    "version": "1.0.0",
    "publishedAt": 1772308111675,
    "commit": "https://github.com/openclaw/skills/commit/909672b63382fb232432dab16b234b6b3edefe74"
  },
  "history": []
}

```