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What is a good landing page experiment’s conversion rate?
Let’s take the bull by the horns. Running landing pages as experiments requires some thought about conversion rates. This question comes up in many forms. Here’s a recent post on a forum I participate in. I wanted to address it directly: Hi! Is there any benchmark telling that a given conversion rate is good or…
How Early Can You Launch?
The main thing about launches that I’ve realized is that people put way too much emphasis on them. They end up focussing too much on a one-off event, rather than on building a successful business. Sometimes, they end up paying a price for suboptimal trade-offs they make. The goal of a traditional launch is to…
4 characteristics of headlines that make sales
One of the TV shows I’ve been catching up on lately is Newsroom. It’s a deep drive into modern media capitalism, with a lovable grump for a news anchor named Will McAvoy. It’s also a fascinating watch for anyone who has or wants to have an audience. There’s lots of issues raised which are poignant…
Are you making this common split testing snafu?
In case you didn’t know, SNAFU is a military slang acronym meaning “Situation Normal: All Fouled Up.” More and more, I hear founders saying that they’re working on a product, who’re concerned whether or not there will be any demand when they launch. I’ve seen it come up in surveys, in youtube videos, even during…
38 different ways to prove your case
While ideally you have some sort of proof direct in your headline and ad, your persuasiveness argument relies on how well you prove your point. You see, it’s ultimately about belief and feeling. As heavy hitter Gary Bencivenga says: Almost everyone in the world, in every field of human endeavor, is desperately searching for someone…
Is premature optimization a warranted concern?
Here’s a wonderfully geeky question from a forum I’m on, related to lean startup: I have a product that I want to test. I’ve built the one-pager website and set up some Facebook advertising to figure out the messaging / features that makes people sign up to determine the direction I will eventually build towards….