Josh Pitzalis

User Retention Strategy

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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 gonna matter over the long term.

It reduces the cost of customer acquisition

If you work on retention first then you are likely to increase the lifetime value of each customer. An increase in LTV means you can afford the higher cost of acquisition at the top of the funnel and that becomes a competitive...

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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.

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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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Building A Micro Funnel: Leads From Your Website In 2 Steps

Five weeks ago I got accepted to CXL institutes’ conversion optimisation mini-degree scholarship. As part of the scholarship, I have to write an essay about what I learn each week. This is my fifth report.

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There is a massive gap between checking something out on a website and handing over your credit card details for it. The overwhelming majority of people will not buy from you on their first visit.

E-books Are Terrible Lead Magnets

A lead magnet is a highly actionable, specific piece of information. It’s purpose is to guide someone to a small, but meaningful first victory.

Let’s say you run a back pain clinic. A good lead magnet would be to get someone on the phone and have them do one exercise. Something specific, and then ask them if it helped.

If they say yes, they become a lead. They now know that you can help them with a certain kind of problem. They have experienced the...

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Conversion Rate Optimisation Only Makes Sense If You Have 1000 Transactions A Month

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Four weeks ago I got accepted to CXL institutes’ conversion optimisation mini-degree scholarship. As part of the scholarship, I have to write an essay about what I learn each week. This is my fourth report.

A conversion rate is a measurement of how many people in a group do something. If 1000 people visit your website and 20 of them sign up to your mailing list, your conversion rate is 2% (20/1000 x 100).

Finding and driving quality traffic to your website is a marketing issue, conversion is what happens after they arrive. There can be overlap (for example, technical SEO, or ads being congruent with the landing page) but conversion rate optimisation is not marketing.

A low conversion rate means your operation has a leaky bucket. You can pour as much time and money into advertising and marketing as you want, if none of your visitors signup or buy your product then it’s amounts to...

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