Josh Pitzalis

User Retention Strategy

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Rules For Great Microcopy

⚡️Be specific. “Save” is not the same as “submit.”

⚡️Front-load meaning. Say “Continue,” not “Click to continue.”

⚡️As few words as possible. Never more than 1 sentence.

Microcopy is contextual. That’s why it’s so valuable. It answers very specific questions and speaks to concerns in context. A question that comes up in someone’s mind can be answered right there on the spot.

Great microcopy does these 3 things well:

⚡️It provides clarity, direction and instruction.

⚡️It confirms expectations and provides reassurance for decisions

⚡️ It keeps promises

Testing your interface with people is how you identify where you need microscopy. Watch people use your site, and pay attention to every question and hesitation.

That worst kind of error message is “You can’t do this, but we’re not going to tell you why.”

What’s important is “what has gone wrong and how to fix it”.

You can never...

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What I Learned From My 12 Week CXL Scholarship On Conversion Rate Optimisation

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I got accepted to the CXL Institute’s conversion optimisation mini-degree scholarship program. It claims to be the most thorough conversion rate optimisation training program in the world. The program runs online and covers 78 hours and 59 minutes of content over 12 weeks. As part of the scholarship, I had to write an essay about what I learn each week.

Here is everything I put out

  1. Conversion Optimisation Is About Much More Than Design
  2. Improving Conversion For Small Businesses That Don’t Have Enough Traffic For AB Testing
  3. Use Google Analytics To See Where Your Best Traffic Is Coming From
  4. Conversion Rate Optimisation Only Makes Sense If You Have 1000 Transactions A Month
  5. Building A Micro Funnel: Leads From Your Website In 2 Steps
  6. How Long Do I Need To Run An A/B Test For?
  7. Improving Your Conversion Rate (Part 1)
  8. A Repeatable Metric for Usability
  9. Listening To What People Say
  10. ...

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The Messy Process Of Building Things People Want

When deciding what to make, most people overemphasize delivery and underemphasize discovery. The goals of delivery is to get things out the door as fast as possible. What is the goal of discovery?

The goal of discovery is to avoid spending years working on a product, only to learn at the end that nobody wants it.

A lot of the frustration around this culminated in 2001 with the release of The Agile Manifesto. Agile encourages us to do two things.

  1. Develop in smaller batch sizes. Write code for weeks, not months.
  2. Show it to people and see if you are on the right track.

This was a good step forward.

Around the same time, we started seeing the rise of user experience design and design thinking. We started talking about building empathy for our customers.

Then came the Lean Startup, informed by Steve Blank’s work, and we shifted from asking “Are we building something that customers...

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Optimizing Retention

I got accepted to CXL institutes’ conversion optimisation mini-degree scholarship. It claims to be one of the most thorough conversion rate optimisation training programs in the world. The program runs online and covers 74 hours and 37h minutes of content over 12 weeks. As part of the scholarship, I have to write an essay about what I learn each week. This is my twelfth and final report.

Retention is a measure of how often people come back and use your product after they first sign up. If people don’t stick around after they sign up then any work at the top of the funnel isn’t really going to matter over the long term.

You can spend more on customer acquisition

If you work on your retention you are going to be able to keep more users for longer. This means you can afford the higher cost of acquisition at the top of the funnel and that becomes a competitive advantage.

It improves

...

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Everything I Know About Conversion Rate Optimisation

I got accepted to CXL institutes’ conversion optimisation mini-degree scholarship. It claims to be one of the most thorough conversion rate optimisation training programs in the world. The program runs online and covers 74 hours and 37h minutes of content over 12 weeks. As part of the scholarship, I have to write an essay about what I learn each week. This is my tenth report.

I decided to learn more about conversion rate optimisation because I appreciate objectivity in my work. Designing and building digital products can be a highly subjective process at times. Everyone has an opinion on what needs to be done, no one knows what will work, and it can all get overwhelming at times.

Seven weeks ago I received a scholarship to the CXL institutes’ conversion optimisation mini-degree. It claims to be one of the most thorough conversion rate optimisation training programs in the world. While...

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Improving Your Conversion Rate (Part 2)

I got accepted to CXL institutes’ conversion optimisation mini-degree scholarship. It claims to be one of the most thorough conversion rate optimisation training programs in the world. The program runs online and covers 74 hours and 37h minutes of content over 12 weeks. As part of the scholarship, I have to write an essay about what I learn each week. This is my tenth report.

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In part one of this article, I had a look at what conversion rate optimisation is, I went over what kind of results you can expect from an optimisation program, a framework for thinking about conversion research and the different types of tests there are.

In this article, I will look at how to calculate your conversion rate, how long you need to run tests for, and ideas you can test to get started.

CALCULATING YOUR CURRENT CONVERSION RATE

Before you can track any kind of conversion you have to figure out what...

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Listening To What People Say

I got accepted to CXL institutes’ conversion optimisation mini-degree scholarship. It claims to be one of the most thorough conversion rate optimisation training programs in the world. The program runs online and covers 74 hours and 37h minutes of content over 12 weeks. As part of the scholarship, I have to write an essay about what I learn each week. This is my ninth report.

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Listening is an important part of building a product people want to use. It won’t solve all your problems but it will give you a clearer picture of what better means to the people that use your product. That might sound simple but it’s not. The concept of better is meaningless outside of the human context it’s being discussed in. Better for who? Better at what? Speaking to people and listening to what they say is a quick and powerful way to answer these questions.

Here is a simple three-step plan for conducting...

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A Repeatable Metric for Usability

I got accepted to CXL institutes’ conversion optimisation mini-degree scholarship. It claims to be one of the most thorough conversion rate optimisation training programs in the world. The program runs online and covers 74 hours and 37h minutes of content over 12 weeks. As part of the scholarship, I have to write an essay about what I learn each week. This is my eight report.

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This post will show you how to build a repeatable usability test for a digital product. This test is designed to be performed remotely and is to be conducted with new users (as opposed to existing users). Usability testing can be a valuable diagnostic tool to objectively understand and quantify points of friction in a product.

Quantifying the customer experience is helpful for two reasons. The first benefit is that it encourages meaningful conversation. When you quantify how usable something is then everyone can...

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Improving Your Conversion Rate (Part 1)

Untitled design.png

I decided to learn more about conversion rate optimisation because I appreciate objectivity in my work. Designing and building digital products can be a highly subjective process at times. Everyone has an opinion on what needs to be done, no one knows what will work, and it can all get overwhelming at times.

Seven weeks ago I received a scholarship to the CXL institutes’ conversion optimisation mini-degree. It claims to be one of the most thorough conversion rate optimisation training programs in the world. While I am a long way from mastering the subject, I do have a much clearer sense of what the subject is about, when it’s appropriate and how it works. This post outlines everything I have learned about improving your website conversion rate and why that’s important.

WHAT IS A CONVERSION RATE?

A conversion rate is just a measurement of how many people in a group do something. If...

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How Long Do I Need To Run An A/B Test For?

Six weeks ago I got accepted to CXL institutes’ conversion optimisation mini-degree scholarship. It claims to be one of the most thorough conversion rate optimisation training programs in the world. The program runs online and covers 74 hours and 37h minutes of content over 12 weeks. As part of the scholarship, I have to write an essay about what I learn each week. This is my sixth report.

Untitled design.png

A/B testing for conversion rate optimization only makes sense if you have at least 1000 transactions a month. I realise this may be a bold statement for some, especially if you’re new to A/B testing, so I’m going to back that up and unpack my argument in this post.

First, a transaction doesn’t have to be a commercial transaction. It could be a sale, it can also be a signup or a download, or a phone call: it can be anything you want to optimise. If you want to optimise for signups, you need about...

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