diff --git a/skills/ab-test-setup/SKILL.md b/skills/ab-test-setup/SKILL.md
index 5d7a73f..a3cd076 100644
--- a/skills/ab-test-setup/SKILL.md
+++ b/skills/ab-test-setup/SKILL.md
@@ -14,20 +14,9 @@ If `.claude/product-marketing-context.md` exists, read it before asking question
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?
+1. **Test Context** - What are you trying to improve? What change are you considering?
+2. **Current State** - Baseline conversion rate? Current traffic volume?
+3. **Constraints** - Technical complexity? Timeline? Tools available?
---
@@ -41,7 +30,6 @@ Before designing a test, understand:
### 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
@@ -67,81 +55,41 @@ for [audience].
We'll know this is true when [metrics].
```
-### Examples
+### Example
-**Weak hypothesis:**
-"Changing the button color might increase clicks."
+**Weak**: "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
+**Strong**: "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."
---
## 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
+| Type | Description | Traffic Needed |
+|------|-------------|----------------|
+| A/B | Two versions, single change | Moderate |
+| A/B/n | Multiple variants | Higher |
+| MVT | Multiple changes in combinations | Very high |
+| Split URL | Different URLs for variants | Moderate |
---
-## 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%
+## Sample Size
### Quick Reference
-| Baseline Rate | 10% Lift | 20% Lift | 50% Lift |
-|---------------|----------|----------|----------|
+| Baseline | 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/
+**Calculators:**
+- [Evan Miller's](https://www.evanmiller.org/ab-testing/sample-size.html)
+- [Optimizely's](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)
+**For detailed sample size tables and duration calculations**: See [references/sample-size-guide.md](references/sample-size-guide.md)
---
@@ -155,228 +103,106 @@ Maximum: Avoid running too long (novelty effects, external factors)
### 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)
+### Example: Pricing Page Test
+- **Primary**: Plan selection rate
+- **Secondary**: Time on page, plan distribution
+- **Guardrail**: Support tickets, refund rate
---
## Designing Variants
-### Control (A)
-- Current experience, unchanged
-- Don't modify during test
+### What to Vary
-### Variant (B+)
+| Category | Examples |
+|----------|----------|
+| Headlines/Copy | Message angle, value prop, specificity, tone |
+| Visual Design | Layout, color, images, hierarchy |
+| CTA | Button copy, size, placement, number |
+| Content | Information included, order, amount, social proof |
-**Best practices:**
+### 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
+| Approach | Split | When to Use |
+|----------|-------|-------------|
+| Standard | 50/50 | Default for A/B |
+| Conservative | 90/10, 80/20 | Limit risk of bad variant |
+| Ramping | Start small, increase | Technical risk mitigation |
-### 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
+**Considerations:**
- Consistency: Users see same variant on return
-- Segment sizes: Ensure segments are large enough
-- Time of day/week: Balanced exposure
+- Balanced exposure across time of day/week
---
-## Implementation Approaches
+## Implementation
-### Client-Side Testing
-
-**Tools**: PostHog, Optimizely, VWO, custom
-
-**How it works**:
+### Client-Side
- JavaScript modifies page after load
-- Quick to implement
-- Can cause flicker
+- Quick to implement, can cause flicker
+- Tools: PostHog, Optimizely, VWO
-**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
+### Server-Side
+- Variant determined before render
+- No flicker, requires dev work
+- Tools: PostHog, LaunchDarkly, 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
+- Document 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
+### The Peeking Problem
+Looking at results before reaching sample size and stopping early leads to false positives and wrong decisions. Pre-commit to sample size and trust the process.
---
## Analyzing Results
### Statistical Significance
-
- 95% confidence = p-value < 0.05
-- Means: <5% chance result is random
+- Means <5% chance result is random
- Not a guarantee—just a threshold
-### Practical Significance
+### Analysis Checklist
-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?
+1. **Reach sample size?** If not, result is preliminary
+2. **Statistically significant?** Check confidence intervals
+3. **Effect size meaningful?** Compare to MDE, project impact
+4. **Secondary metrics consistent?** Support the primary?
+5. **Guardrail concerns?** Anything get worse?
+6. **Segment differences?** Mobile vs. desktop? New vs. returning?
### Interpreting Results
@@ -389,84 +215,15 @@ Statistical ≠ Practical
---
-## Documenting and Learning
+## Documentation
-### Test Documentation
+Document every test with:
+- Hypothesis
+- Variants (with screenshots)
+- Results (sample, metrics, significance)
+- Decision and learnings
-```
-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
+**For templates**: See [references/test-templates.md](references/test-templates.md)
---
@@ -476,19 +233,16 @@ Next steps based on results
- 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
---
diff --git a/skills/ab-test-setup/references/sample-size-guide.md b/skills/ab-test-setup/references/sample-size-guide.md
new file mode 100644
index 0000000..c934b02
--- /dev/null
+++ b/skills/ab-test-setup/references/sample-size-guide.md
@@ -0,0 +1,252 @@
+# Sample Size Guide
+
+Reference for calculating sample sizes and test duration.
+
+## Sample Size Fundamentals
+
+### Required Inputs
+
+1. **Baseline conversion rate**: Your current rate
+2. **Minimum detectable effect (MDE)**: Smallest change worth detecting
+3. **Statistical significance level**: Usually 95% (α = 0.05)
+4. **Statistical power**: Usually 80% (β = 0.20)
+
+### What These Mean
+
+**Baseline conversion rate**: If your page converts at 5%, that's your baseline.
+
+**MDE (Minimum Detectable Effect)**: The smallest improvement you care about detecting. Set this based on:
+- Business impact (is a 5% lift meaningful?)
+- Implementation cost (worth the effort?)
+- Realistic expectations (what have past tests shown?)
+
+**Statistical significance (95%)**: Means there's less than 5% chance the observed difference is due to random chance.
+
+**Statistical power (80%)**: Means if there's a real effect of size MDE, you have 80% chance of detecting it.
+
+---
+
+## Sample Size Quick Reference Tables
+
+### Conversion Rate: 1%
+
+| Lift to Detect | Sample per Variant | Total Sample |
+|----------------|-------------------|--------------|
+| 5% (1% → 1.05%) | 1,500,000 | 3,000,000 |
+| 10% (1% → 1.1%) | 380,000 | 760,000 |
+| 20% (1% → 1.2%) | 97,000 | 194,000 |
+| 50% (1% → 1.5%) | 16,000 | 32,000 |
+| 100% (1% → 2%) | 4,200 | 8,400 |
+
+### Conversion Rate: 3%
+
+| Lift to Detect | Sample per Variant | Total Sample |
+|----------------|-------------------|--------------|
+| 5% (3% → 3.15%) | 480,000 | 960,000 |
+| 10% (3% → 3.3%) | 120,000 | 240,000 |
+| 20% (3% → 3.6%) | 31,000 | 62,000 |
+| 50% (3% → 4.5%) | 5,200 | 10,400 |
+| 100% (3% → 6%) | 1,400 | 2,800 |
+
+### Conversion Rate: 5%
+
+| Lift to Detect | Sample per Variant | Total Sample |
+|----------------|-------------------|--------------|
+| 5% (5% → 5.25%) | 280,000 | 560,000 |
+| 10% (5% → 5.5%) | 72,000 | 144,000 |
+| 20% (5% → 6%) | 18,000 | 36,000 |
+| 50% (5% → 7.5%) | 3,100 | 6,200 |
+| 100% (5% → 10%) | 810 | 1,620 |
+
+### Conversion Rate: 10%
+
+| Lift to Detect | Sample per Variant | Total Sample |
+|----------------|-------------------|--------------|
+| 5% (10% → 10.5%) | 130,000 | 260,000 |
+| 10% (10% → 11%) | 34,000 | 68,000 |
+| 20% (10% → 12%) | 8,700 | 17,400 |
+| 50% (10% → 15%) | 1,500 | 3,000 |
+| 100% (10% → 20%) | 400 | 800 |
+
+### Conversion Rate: 20%
+
+| Lift to Detect | Sample per Variant | Total Sample |
+|----------------|-------------------|--------------|
+| 5% (20% → 21%) | 60,000 | 120,000 |
+| 10% (20% → 22%) | 16,000 | 32,000 |
+| 20% (20% → 24%) | 4,000 | 8,000 |
+| 50% (20% → 30%) | 700 | 1,400 |
+| 100% (20% → 40%) | 200 | 400 |
+
+---
+
+## Duration Calculator
+
+### Formula
+
+```
+Duration (days) = (Sample per variant × Number of variants) / (Daily traffic × % exposed)
+```
+
+### Examples
+
+**Scenario 1: High-traffic page**
+- Need: 10,000 per variant (2 variants = 20,000 total)
+- Daily traffic: 5,000 visitors
+- 100% exposed to test
+- Duration: 20,000 / 5,000 = **4 days**
+
+**Scenario 2: Medium-traffic page**
+- Need: 30,000 per variant (60,000 total)
+- Daily traffic: 2,000 visitors
+- 100% exposed
+- Duration: 60,000 / 2,000 = **30 days**
+
+**Scenario 3: Low-traffic with partial exposure**
+- Need: 15,000 per variant (30,000 total)
+- Daily traffic: 500 visitors
+- 50% exposed to test
+- Effective daily: 250
+- Duration: 30,000 / 250 = **120 days** (too long!)
+
+### Minimum Duration Rules
+
+Even with sufficient sample size, run tests for at least:
+- **1 full week**: To capture day-of-week variation
+- **2 business cycles**: If B2B (weekday vs. weekend patterns)
+- **Through paydays**: If e-commerce (beginning/end of month)
+
+### Maximum Duration Guidelines
+
+Avoid running tests longer than 4-8 weeks:
+- Novelty effects wear off
+- External factors intervene
+- Opportunity cost of other tests
+
+---
+
+## Online Calculators
+
+### Recommended Tools
+
+**Evan Miller's Calculator**
+https://www.evanmiller.org/ab-testing/sample-size.html
+- Simple interface
+- Bookmark-worthy
+
+**Optimizely's Calculator**
+https://www.optimizely.com/sample-size-calculator/
+- Business-friendly language
+- Duration estimates
+
+**AB Test Guide Calculator**
+https://www.abtestguide.com/calc/
+- Includes Bayesian option
+- Multiple test types
+
+**VWO Duration Calculator**
+https://vwo.com/tools/ab-test-duration-calculator/
+- Duration-focused
+- Good for planning
+
+---
+
+## Adjusting for Multiple Variants
+
+With more than 2 variants (A/B/n tests), you need more sample:
+
+| Variants | Multiplier |
+|----------|------------|
+| 2 (A/B) | 1x |
+| 3 (A/B/C) | ~1.5x |
+| 4 (A/B/C/D) | ~2x |
+| 5+ | Consider reducing variants |
+
+**Why?** More comparisons increase chance of false positives. You're comparing:
+- A vs B
+- A vs C
+- B vs C (sometimes)
+
+Apply Bonferroni correction or use tools that handle this automatically.
+
+---
+
+## Common Sample Size Mistakes
+
+### 1. Underpowered tests
+**Problem**: Not enough sample to detect realistic effects
+**Fix**: Be realistic about MDE, get more traffic, or don't test
+
+### 2. Overpowered tests
+**Problem**: Waiting for sample size when you already have significance
+**Fix**: This is actually fine—you committed to sample size, honor it
+
+### 3. Wrong baseline rate
+**Problem**: Using wrong conversion rate for calculation
+**Fix**: Use the specific metric and page, not site-wide averages
+
+### 4. Ignoring segments
+**Problem**: Calculating for full traffic, then analyzing segments
+**Fix**: If you plan segment analysis, calculate sample for smallest segment
+
+### 5. Testing too many things
+**Problem**: Dividing traffic too many ways
+**Fix**: Prioritize ruthlessly, run fewer concurrent tests
+
+---
+
+## When Sample Size Requirements Are Too High
+
+Options when you can't get enough traffic:
+
+1. **Increase MDE**: Accept only detecting larger effects (20%+ lift)
+2. **Lower confidence**: Use 90% instead of 95% (risky, document it)
+3. **Reduce variants**: Test only the most promising variant
+4. **Combine traffic**: Test across multiple similar pages
+5. **Test upstream**: Test earlier in funnel where traffic is higher
+6. **Don't test**: Make decision based on qualitative data instead
+7. **Longer test**: Accept longer duration (weeks/months)
+
+---
+
+## Sequential Testing
+
+If you must check results before reaching sample size:
+
+### What is it?
+Statistical method that adjusts for multiple looks at data.
+
+### When to use
+- High-risk changes
+- Need to stop bad variants early
+- Time-sensitive decisions
+
+### Tools that support it
+- Optimizely (Stats Accelerator)
+- VWO (SmartStats)
+- PostHog (Bayesian approach)
+
+### Tradeoff
+- More flexibility to stop early
+- Slightly larger sample size requirement
+- More complex analysis
+
+---
+
+## Quick Decision Framework
+
+### Can I run this test?
+
+```
+Daily traffic to page: _____
+Baseline conversion rate: _____
+MDE I care about: _____
+
+Sample needed per variant: _____ (from tables above)
+Days to run: Sample / Daily traffic = _____
+
+If days > 60: Consider alternatives
+If days > 30: Acceptable for high-impact tests
+If days < 14: Likely feasible
+If days < 7: Easy to run, consider running longer anyway
+```
diff --git a/skills/ab-test-setup/references/test-templates.md b/skills/ab-test-setup/references/test-templates.md
new file mode 100644
index 0000000..a504421
--- /dev/null
+++ b/skills/ab-test-setup/references/test-templates.md
@@ -0,0 +1,268 @@
+# A/B Test Templates Reference
+
+Templates for planning, documenting, and analyzing experiments.
+
+## Test Plan Template
+
+```markdown
+# A/B Test: [Name]
+
+## Overview
+- **Owner**: [Name]
+- **Test ID**: [ID in testing tool]
+- **Page/Feature**: [What's being tested]
+- **Planned dates**: [Start] - [End]
+
+## Hypothesis
+
+Because [observation/data],
+we believe [change]
+will cause [expected outcome]
+for [audience].
+We'll know this is true when [metrics].
+
+## Test Design
+
+| Element | Details |
+|---------|---------|
+| Test type | A/B / A/B/n / MVT |
+| Duration | X weeks |
+| Sample size | X per variant |
+| Traffic allocation | 50/50 |
+| Tool | [Tool name] |
+| Implementation | Client-side / Server-side |
+
+## Variants
+
+### Control (A)
+[Screenshot]
+- Current experience
+- [Key details about current state]
+
+### Variant (B)
+[Screenshot or mockup]
+- [Specific change #1]
+- [Specific change #2]
+- Rationale: [Why we think this will win]
+
+## Metrics
+
+### Primary
+- **Metric**: [metric name]
+- **Definition**: [how it's calculated]
+- **Current baseline**: [X%]
+- **Minimum detectable effect**: [X%]
+
+### Secondary
+- [Metric 1]: [what it tells us]
+- [Metric 2]: [what it tells us]
+- [Metric 3]: [what it tells us]
+
+### Guardrails
+- [Metric that shouldn't get worse]
+- [Another safety metric]
+
+## Segment Analysis Plan
+- Mobile vs. desktop
+- New vs. returning visitors
+- Traffic source
+- [Other relevant segments]
+
+## Success Criteria
+- Winner: [Primary metric improves by X% with 95% confidence]
+- Loser: [Primary metric decreases significantly]
+- Inconclusive: [What we'll do if no significant result]
+
+## Pre-Launch Checklist
+- [ ] Hypothesis documented and reviewed
+- [ ] Primary metric defined and trackable
+- [ ] Sample size calculated
+- [ ] Test duration estimated
+- [ ] Variants implemented correctly
+- [ ] Tracking verified in all variants
+- [ ] QA completed on all variants
+- [ ] Stakeholders informed
+- [ ] Calendar hold for analysis date
+```
+
+---
+
+## Results Documentation Template
+
+```markdown
+# A/B Test Results: [Name]
+
+## Summary
+| Element | Value |
+|---------|-------|
+| Test ID | [ID] |
+| Dates | [Start] - [End] |
+| Duration | X days |
+| Result | Winner / Loser / Inconclusive |
+| Decision | [What we're doing] |
+
+## Hypothesis (Reminder)
+[Copy from test plan]
+
+## Results
+
+### Sample Size
+| Variant | Target | Actual | % of target |
+|---------|--------|--------|-------------|
+| Control | X | Y | Z% |
+| Variant | X | Y | Z% |
+
+### Primary Metric: [Metric Name]
+| Variant | Value | 95% CI | vs. Control |
+|---------|-------|--------|-------------|
+| Control | X% | [X%, Y%] | — |
+| Variant | X% | [X%, Y%] | +X% |
+
+**Statistical significance**: p = X.XX (95% = sig / not sig)
+**Practical significance**: [Is this lift meaningful for the business?]
+
+### Secondary Metrics
+
+| Metric | Control | Variant | Change | Significant? |
+|--------|---------|---------|--------|--------------|
+| [Metric 1] | X | Y | +Z% | Yes/No |
+| [Metric 2] | X | Y | +Z% | Yes/No |
+
+### Guardrail Metrics
+
+| Metric | Control | Variant | Change | Concern? |
+|--------|---------|---------|--------|----------|
+| [Metric 1] | X | Y | +Z% | Yes/No |
+
+### Segment Analysis
+
+**Mobile vs. Desktop**
+| Segment | Control | Variant | Lift |
+|---------|---------|---------|------|
+| Mobile | X% | Y% | +Z% |
+| Desktop | X% | Y% | +Z% |
+
+**New vs. Returning**
+| Segment | Control | Variant | Lift |
+|---------|---------|---------|------|
+| New | X% | Y% | +Z% |
+| Returning | X% | Y% | +Z% |
+
+## Interpretation
+
+### What happened?
+[Explanation of results in plain language]
+
+### Why do we think this happened?
+[Analysis and reasoning]
+
+### Caveats
+[Any limitations, external factors, or concerns]
+
+## Decision
+
+**Winner**: [Control / Variant]
+
+**Action**: [Implement variant / Keep control / Re-test]
+
+**Timeline**: [When changes will be implemented]
+
+## Learnings
+
+### What we learned
+- [Key insight 1]
+- [Key insight 2]
+
+### What to test next
+- [Follow-up test idea 1]
+- [Follow-up test idea 2]
+
+### Impact
+- **Projected lift**: [X% improvement in Y metric]
+- **Business impact**: [Revenue, conversions, etc.]
+```
+
+---
+
+## Test Repository Entry Template
+
+For tracking all tests in a central location:
+
+```markdown
+| Test ID | Name | Page | Dates | Primary Metric | Result | Lift | Link |
+|---------|------|------|-------|----------------|--------|------|------|
+| 001 | Hero headline test | Homepage | 1/1-1/15 | CTR | Winner | +12% | [Link] |
+| 002 | Pricing table layout | Pricing | 1/10-1/31 | Plan selection | Loser | -5% | [Link] |
+| 003 | Signup form fields | Signup | 2/1-2/14 | Completion | Inconclusive | +2% | [Link] |
+```
+
+---
+
+## Quick Test Brief Template
+
+For simple tests that don't need full documentation:
+
+```markdown
+## [Test Name]
+
+**What**: [One sentence description]
+**Why**: [One sentence hypothesis]
+**Metric**: [Primary metric]
+**Duration**: [X weeks]
+**Result**: [TBD / Winner / Loser / Inconclusive]
+**Learnings**: [Key takeaway]
+```
+
+---
+
+## Stakeholder Update Template
+
+```markdown
+## A/B Test Update: [Name]
+
+**Status**: Running / Complete
+**Days remaining**: X (or complete)
+**Current sample**: X% of target
+
+### Preliminary observations
+[What we're seeing - without making decisions yet]
+
+### Next steps
+[What happens next]
+
+### Timeline
+- [Date]: Analysis complete
+- [Date]: Decision and recommendation
+- [Date]: Implementation (if winner)
+```
+
+---
+
+## Experiment Prioritization Scorecard
+
+For deciding which tests to run:
+
+| Factor | Weight | Test A | Test B | Test C |
+|--------|--------|--------|--------|--------|
+| Potential impact | 30% | | | |
+| Confidence in hypothesis | 25% | | | |
+| Ease of implementation | 20% | | | |
+| Risk if wrong | 15% | | | |
+| Strategic alignment | 10% | | | |
+| **Total** | | | | |
+
+Scoring: 1-5 (5 = best)
+
+---
+
+## Hypothesis Bank Template
+
+For collecting test ideas:
+
+```markdown
+| ID | Page/Area | Observation | Hypothesis | Potential Impact | Status |
+|----|-----------|-------------|------------|------------------|--------|
+| H1 | Homepage | Low scroll depth | Shorter hero will increase scroll | High | Testing |
+| H2 | Pricing | Users compare plans | Comparison table will help | Medium | Backlog |
+| H3 | Signup | Drop-off at email | Social login will increase completion | Medium | Backlog |
+```
diff --git a/skills/analytics-tracking/SKILL.md b/skills/analytics-tracking/SKILL.md
index 5c6f41e..1ef392c 100644
--- a/skills/analytics-tracking/SKILL.md
+++ b/skills/analytics-tracking/SKILL.md
@@ -14,20 +14,9 @@ If `.claude/product-marketing-context.md` exists, read it before asking question
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?
+1. **Business Context** - What decisions will this data inform? What are key conversions?
+2. **Current State** - What tracking exists? What tools are in use?
+3. **Technical Context** - What's the tech stack? Any privacy/compliance requirements?
---
@@ -60,63 +49,36 @@ Before implementing tracking, understand:
### Structure
```
-Event Name | Event Category | Properties | Trigger | Notes
----------- | ------------- | ---------- | ------- | -----
+Event Name | Category | Properties | Trigger | Notes
+---------- | -------- | ---------- | ------- | -----
```
### Event Types
-**Pageviews**
-- Automatic in most tools
-- Enhanced with page metadata
+| Type | Examples |
+|------|----------|
+| Pageviews | Automatic, enhanced with metadata |
+| User Actions | Button clicks, form submissions, feature usage |
+| System Events | Signup completed, purchase, subscription changed |
+| Custom Conversions | Goal completions, funnel stages |
-**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
+**For comprehensive event lists**: See [references/event-library.md](references/event-library.md)
---
## Event Naming Conventions
-### Format Options
+### Recommended Format: Object-Action
-**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
@@ -125,235 +87,94 @@ onboarding_step_completed
---
-## Essential Events to Track
+## Essential Events
### 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
+| Event | Properties |
+|-------|------------|
+| cta_clicked | button_text, location |
+| form_submitted | form_type |
+| signup_completed | method, source |
+| demo_requested | - |
### Product/App
-**Onboarding**
-- signup_completed
-- onboarding_step_completed (step_number, step_name)
-- onboarding_completed
-- first_key_action_completed
+| Event | Properties |
+|-------|------------|
+| onboarding_step_completed | step_number, step_name |
+| feature_used | feature_name |
+| purchase_completed | plan, value |
+| subscription_cancelled | reason |
-**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)
+**For full event library by business type**: See [references/event-library.md](references/event-library.md)
---
-## Event Properties (Parameters)
+## Event Properties
-### Standard Properties to Consider
+### Standard Properties
-**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
+| Category | Properties |
+|----------|------------|
+| Page | page_title, page_location, page_referrer |
+| User | user_id, user_type, account_id, plan_type |
+| Campaign | source, medium, campaign, content, term |
+| Product | product_id, product_name, category, price |
### Best Practices
-
- Use consistent property names
- Include relevant context
-- Don't duplicate GA4 automatic properties
+- Don't duplicate automatic properties
- Avoid PII in properties
-- Document expected values
---
## GA4 Implementation
-### Configuration
+### Quick Setup
-**Data Streams**
-- One stream per platform (web, iOS, Android)
-- Enable enhanced measurement
+1. Create GA4 property and data stream
+2. Install gtag.js or GTM
+3. Enable enhanced measurement
+4. Configure custom events
+5. Mark conversions in Admin
-**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)
+### Custom Event Example
```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
+**For detailed GA4 implementation**: See [references/ga4-implementation.md](references/ga4-implementation.md)
---
-## Google Tag Manager Implementation
+## Google Tag Manager
### 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
+| Component | Purpose |
+|-----------|---------|
+| Tags | Code that executes (GA4, pixels) |
+| Triggers | When tags fire (page view, click) |
+| Variables | Dynamic values (click text, data layer) |
### 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
- }]
- }
-});
```
+**For detailed GTM implementation**: See [references/gtm-implementation.md](references/gtm-implementation.md)
+
---
## UTM Parameter Strategy
@@ -362,40 +183,17 @@ dataLayer.push({
| 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_source | Traffic source | google, newsletter |
+| utm_medium | Marketing medium | cpc, email, social |
+| utm_campaign | Campaign name | spring_sale |
+| utm_content | Differentiate versions | hero_cta |
| 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
+- Lowercase everything
+- Use underscores or hyphens consistently
+- Be specific but concise: `blog_footer_cta`, not `cta1`
+- Document all UTMs in a spreadsheet
---
@@ -403,72 +201,44 @@ Provide a consistent UTM builder link to team:
### 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
+| Tool | Use For |
+|------|---------|
+| GA4 DebugView | Real-time event monitoring |
+| GTM Preview Mode | Test triggers before publish |
+| Browser Extensions | Tag Assistant, dataLayer Inspector |
### Validation Checklist
- [ ] Events firing on correct triggers
- [ ] Property values populating correctly
- [ ] No duplicate events
-- [ ] Works across browsers
-- [ ] Works on mobile
+- [ ] Works across browsers and 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
+| Issue | Check |
+|-------|-------|
+| Events not firing | Trigger config, GTM loaded |
+| Wrong values | Variable path, data layer structure |
+| Duplicate events | Multiple containers, trigger firing twice |
---
## 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
+- Use consent mode (wait for consent)
- IP anonymization
-- No PII in custom dimensions
+- Only collect what you need
+- Integrate with consent management platform
---
@@ -476,51 +246,32 @@ Provide a consistent UTM builder link to team:
### Tracking Plan Document
-```
+```markdown
# [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]
+| signup_completed | User completes signup | method, plan | Success page |
## Custom Dimensions
-| Name | Scope | Parameter | Description |
-|------|-------|-----------|-------------|
-| user_type | User | user_type | Free, trial, paid |
+| Name | Scope | Parameter |
+|------|-------|-----------|
+| user_type | User | user_type |
## Conversions
-| Conversion | Event | Counting | Google Ads |
-|------------|-------|----------|------------|
-| Signup | signup_completed | Once per session | Yes |
-
-## UTM Convention
-
-[Guidelines]
+| Conversion | Event | Counting |
+|------------|-------|----------|
+| Signup | signup_completed | Once per session |
```
-### Implementation Code
-
-Provide ready-to-use code snippets
-
-### Testing Checklist
-
-Specific validation steps
-
---
## Task-Specific Questions
diff --git a/skills/analytics-tracking/references/event-library.md b/skills/analytics-tracking/references/event-library.md
new file mode 100644
index 0000000..586025e
--- /dev/null
+++ b/skills/analytics-tracking/references/event-library.md
@@ -0,0 +1,251 @@
+# Event Library Reference
+
+Comprehensive list of events to track by business type and context.
+
+## Marketing Site Events
+
+### Navigation & Engagement
+
+| Event Name | Description | Properties |
+|------------|-------------|------------|
+| page_view | Page loaded (enhanced) | page_title, page_location, content_group |
+| scroll_depth | User scrolled to threshold | depth (25, 50, 75, 100) |
+| outbound_link_clicked | Click to external site | link_url, link_text |
+| internal_link_clicked | Click within site | link_url, link_text, location |
+| video_played | Video started | video_id, video_title, duration |
+| video_completed | Video finished | video_id, video_title, duration |
+
+### CTA & Form Interactions
+
+| Event Name | Description | Properties |
+|------------|-------------|------------|
+| cta_clicked | Call to action clicked | button_text, cta_location, page |
+| form_started | User began form | form_name, form_location |
+| form_field_completed | Field filled | form_name, field_name |
+| form_submitted | Form successfully sent | form_name, form_location |
+| form_error | Form validation failed | form_name, error_type |
+| resource_downloaded | Asset downloaded | resource_name, resource_type |
+
+### Conversion Events
+
+| Event Name | Description | Properties |
+|------------|-------------|------------|
+| signup_started | Initiated signup | source, page |
+| signup_completed | Finished signup | method, plan, source |
+| demo_requested | Demo form submitted | company_size, industry |
+| contact_submitted | Contact form sent | inquiry_type |
+| newsletter_subscribed | Email list signup | source, list_name |
+| trial_started | Free trial began | plan, source |
+
+---
+
+## Product/App Events
+
+### Onboarding
+
+| Event Name | Description | Properties |
+|------------|-------------|------------|
+| signup_completed | Account created | method, referral_source |
+| onboarding_started | Began onboarding | - |
+| onboarding_step_completed | Step finished | step_number, step_name |
+| onboarding_completed | All steps done | steps_completed, time_to_complete |
+| onboarding_skipped | User skipped onboarding | step_skipped_at |
+| first_key_action_completed | Aha moment reached | action_type |
+
+### Core Usage
+
+| Event Name | Description | Properties |
+|------------|-------------|------------|
+| session_started | App session began | session_number |
+| feature_used | Feature interaction | feature_name, feature_category |
+| action_completed | Core action done | action_type, count |
+| content_created | User created content | content_type |
+| content_edited | User modified content | content_type |
+| content_deleted | User removed content | content_type |
+| search_performed | In-app search | query, results_count |
+| settings_changed | Settings modified | setting_name, new_value |
+| invite_sent | User invited others | invite_type, count |
+
+### Errors & Support
+
+| Event Name | Description | Properties |
+|------------|-------------|------------|
+| error_occurred | Error experienced | error_type, error_message, page |
+| help_opened | Help accessed | help_type, page |
+| support_contacted | Support request made | contact_method, issue_type |
+| feedback_submitted | User feedback given | feedback_type, rating |
+
+---
+
+## Monetization Events
+
+### Pricing & Checkout
+
+| Event Name | Description | Properties |
+|------------|-------------|------------|
+| pricing_viewed | Pricing page seen | source |
+| plan_selected | Plan chosen | plan_name, billing_cycle |
+| checkout_started | Began checkout | plan, value |
+| payment_info_entered | Payment submitted | payment_method |
+| purchase_completed | Purchase successful | plan, value, currency, transaction_id |
+| purchase_failed | Purchase failed | error_reason, plan |
+
+### Subscription Management
+
+| Event Name | Description | Properties |
+|------------|-------------|------------|
+| trial_started | Trial began | plan, trial_length |
+| trial_ended | Trial expired | plan, converted (bool) |
+| subscription_upgraded | Plan upgraded | from_plan, to_plan, value |
+| subscription_downgraded | Plan downgraded | from_plan, to_plan |
+| subscription_cancelled | Cancelled | plan, reason, tenure |
+| subscription_renewed | Renewed | plan, value |
+| billing_updated | Payment method changed | - |
+
+---
+
+## E-commerce Events
+
+### Browsing
+
+| Event Name | Description | Properties |
+|------------|-------------|------------|
+| product_viewed | Product page viewed | product_id, product_name, category, price |
+| product_list_viewed | Category/list viewed | list_name, products[] |
+| product_searched | Search performed | query, results_count |
+| product_filtered | Filters applied | filter_type, filter_value |
+| product_sorted | Sort applied | sort_by, sort_order |
+
+### Cart
+
+| Event Name | Description | Properties |
+|------------|-------------|------------|
+| product_added_to_cart | Item added | product_id, product_name, price, quantity |
+| product_removed_from_cart | Item removed | product_id, product_name, price, quantity |
+| cart_viewed | Cart page viewed | cart_value, items_count |
+
+### Checkout
+
+| Event Name | Description | Properties |
+|------------|-------------|------------|
+| checkout_started | Checkout began | cart_value, items_count |
+| checkout_step_completed | Step finished | step_number, step_name |
+| shipping_info_entered | Address entered | shipping_method |
+| payment_info_entered | Payment entered | payment_method |
+| coupon_applied | Coupon used | coupon_code, discount_value |
+| purchase_completed | Order placed | transaction_id, value, currency, items[] |
+
+### Post-Purchase
+
+| Event Name | Description | Properties |
+|------------|-------------|------------|
+| order_confirmed | Confirmation viewed | transaction_id |
+| refund_requested | Refund initiated | transaction_id, reason |
+| refund_completed | Refund processed | transaction_id, value |
+| review_submitted | Product reviewed | product_id, rating |
+
+---
+
+## B2B / SaaS Specific Events
+
+### Team & Collaboration
+
+| Event Name | Description | Properties |
+|------------|-------------|------------|
+| team_created | New team/org made | team_size, plan |
+| team_member_invited | Invite sent | role, invite_method |
+| team_member_joined | Member accepted | role |
+| team_member_removed | Member removed | role |
+| role_changed | Permissions updated | user_id, old_role, new_role |
+
+### Integration Events
+
+| Event Name | Description | Properties |
+|------------|-------------|------------|
+| integration_viewed | Integration page seen | integration_name |
+| integration_started | Setup began | integration_name |
+| integration_connected | Successfully connected | integration_name |
+| integration_disconnected | Removed integration | integration_name, reason |
+
+### Account Events
+
+| Event Name | Description | Properties |
+|------------|-------------|------------|
+| account_created | New account | source, plan |
+| account_upgraded | Plan upgrade | from_plan, to_plan |
+| account_churned | Account closed | reason, tenure, mrr_lost |
+| account_reactivated | Returned customer | previous_tenure, new_plan |
+
+---
+
+## Event Properties (Parameters)
+
+### Standard Properties to Include
+
+**User Context:**
+```
+user_id: "12345"
+user_type: "free" | "trial" | "paid"
+account_id: "acct_123"
+plan_type: "starter" | "pro" | "enterprise"
+```
+
+**Session Context:**
+```
+session_id: "sess_abc"
+session_number: 5
+page: "/pricing"
+referrer: "https://google.com"
+```
+
+**Campaign Context:**
+```
+source: "google"
+medium: "cpc"
+campaign: "spring_sale"
+content: "hero_cta"
+```
+
+**Product Context (E-commerce):**
+```
+product_id: "SKU123"
+product_name: "Product Name"
+category: "Category"
+price: 99.99
+quantity: 1
+currency: "USD"
+```
+
+**Timing:**
+```
+timestamp: "2024-01-15T10:30:00Z"
+time_on_page: 45
+session_duration: 300
+```
+
+---
+
+## Funnel Event Sequences
+
+### Signup Funnel
+1. signup_started
+2. signup_step_completed (email)
+3. signup_step_completed (password)
+4. signup_completed
+5. onboarding_started
+
+### Purchase Funnel
+1. pricing_viewed
+2. plan_selected
+3. checkout_started
+4. payment_info_entered
+5. purchase_completed
+
+### E-commerce Funnel
+1. product_viewed
+2. product_added_to_cart
+3. cart_viewed
+4. checkout_started
+5. shipping_info_entered
+6. payment_info_entered
+7. purchase_completed
diff --git a/skills/analytics-tracking/references/ga4-implementation.md b/skills/analytics-tracking/references/ga4-implementation.md
new file mode 100644
index 0000000..2cf874f
--- /dev/null
+++ b/skills/analytics-tracking/references/ga4-implementation.md
@@ -0,0 +1,290 @@
+# GA4 Implementation Reference
+
+Detailed implementation guide for Google Analytics 4.
+
+## Configuration
+
+### Data Streams
+
+- One stream per platform (web, iOS, Android)
+- Enable enhanced measurement for automatic tracking
+- Configure data retention (2 months default, 14 months max)
+- Enable Google Signals (for cross-device, if consented)
+
+### Enhanced Measurement Events (Automatic)
+
+| Event | Description | Configuration |
+|-------|-------------|---------------|
+| page_view | Page loads | Automatic |
+| scroll | 90% scroll depth | Toggle on/off |
+| outbound_click | Click to external domain | Automatic |
+| site_search | Search query used | Configure parameter |
+| video_engagement | YouTube video plays | Toggle on/off |
+| file_download | PDF, docs, etc. | Configurable extensions |
+
+### Recommended Events
+
+Use Google's predefined events when possible for enhanced reporting:
+
+**All properties:**
+- login, sign_up
+- share
+- search
+
+**E-commerce:**
+- view_item, view_item_list
+- add_to_cart, remove_from_cart
+- begin_checkout
+- add_payment_info
+- purchase, refund
+
+**Games:**
+- level_up, unlock_achievement
+- post_score, spend_virtual_currency
+
+Reference: https://support.google.com/analytics/answer/9267735
+
+---
+
+## Custom Events
+
+### gtag.js Implementation
+
+```javascript
+// Basic event
+gtag('event', 'signup_completed', {
+ 'method': 'email',
+ 'plan': 'free'
+});
+
+// Event with value
+gtag('event', 'purchase', {
+ 'transaction_id': 'T12345',
+ 'value': 99.99,
+ 'currency': 'USD',
+ 'items': [{
+ 'item_id': 'SKU123',
+ 'item_name': 'Product Name',
+ 'price': 99.99
+ }]
+});
+
+// User properties
+gtag('set', 'user_properties', {
+ 'user_type': 'premium',
+ 'plan_name': 'pro'
+});
+
+// User ID (for logged-in users)
+gtag('config', 'GA_MEASUREMENT_ID', {
+ 'user_id': 'USER_ID'
+});
+```
+
+### Google Tag Manager (dataLayer)
+
+```javascript
+// Custom event
+dataLayer.push({
+ 'event': 'signup_completed',
+ 'method': 'email',
+ 'plan': 'free'
+});
+
+// Set user properties
+dataLayer.push({
+ 'user_id': '12345',
+ 'user_type': 'premium'
+});
+
+// E-commerce purchase
+dataLayer.push({
+ 'event': 'purchase',
+ 'ecommerce': {
+ 'transaction_id': 'T12345',
+ 'value': 99.99,
+ 'currency': 'USD',
+ 'items': [{
+ 'item_id': 'SKU123',
+ 'item_name': 'Product Name',
+ 'price': 99.99,
+ 'quantity': 1
+ }]
+ }
+});
+
+// Clear ecommerce before sending (best practice)
+dataLayer.push({ ecommerce: null });
+dataLayer.push({
+ 'event': 'view_item',
+ 'ecommerce': {
+ // ...
+ }
+});
+```
+
+---
+
+## Conversions Setup
+
+### Creating Conversions
+
+1. **Collect the event** - Ensure event is firing in GA4
+2. **Mark as conversion** - Admin > Events > Mark as conversion
+3. **Set counting method**:
+ - Once per session (leads, signups)
+ - Every event (purchases)
+4. **Import to Google Ads** - For conversion-optimized bidding
+
+### Conversion Values
+
+```javascript
+// Event with conversion value
+gtag('event', 'purchase', {
+ 'value': 99.99,
+ 'currency': 'USD'
+});
+```
+
+Or set default value in GA4 Admin when marking conversion.
+
+---
+
+## Custom Dimensions and Metrics
+
+### When to Use
+
+**Custom dimensions:**
+- Properties you want to segment/filter by
+- User attributes (plan type, industry)
+- Content attributes (author, category)
+
+**Custom metrics:**
+- Numeric values to aggregate
+- Scores, counts, durations
+
+### Setup Steps
+
+1. Admin > Data display > Custom definitions
+2. Create dimension or metric
+3. Choose scope:
+ - **Event**: Per event (content_type)
+ - **User**: Per user (account_type)
+ - **Item**: Per product (product_category)
+4. Enter parameter name (must match event parameter)
+
+### Examples
+
+| Dimension | Scope | Parameter | Description |
+|-----------|-------|-----------|-------------|
+| User Type | User | user_type | Free, trial, paid |
+| Content Author | Event | author | Blog post author |
+| Product Category | Item | item_category | E-commerce category |
+
+---
+
+## Audiences
+
+### Creating Audiences
+
+Admin > Data display > Audiences
+
+**Use cases:**
+- Remarketing audiences (export to Ads)
+- Segment analysis
+- Trigger-based events
+
+### Audience Examples
+
+**High-intent visitors:**
+- Viewed pricing page
+- Did not convert
+- In last 7 days
+
+**Engaged users:**
+- 3+ sessions
+- Or 5+ minutes total engagement
+
+**Purchasers:**
+- Purchase event
+- For exclusion or lookalike
+
+---
+
+## Debugging
+
+### DebugView
+
+Enable with:
+- URL parameter: `?debug_mode=true`
+- Chrome extension: GA Debugger
+- gtag: `'debug_mode': true` in config
+
+View at: Reports > Configure > DebugView
+
+### Real-Time Reports
+
+Check events within 30 minutes:
+Reports > Real-time
+
+### Common Issues
+
+**Events not appearing:**
+- Check DebugView first
+- Verify gtag/GTM firing
+- Check filter exclusions
+
+**Parameter values missing:**
+- Custom dimension not created
+- Parameter name mismatch
+- Data still processing (24-48 hrs)
+
+**Conversions not recording:**
+- Event not marked as conversion
+- Event name doesn't match
+- Counting method (once vs. every)
+
+---
+
+## Data Quality
+
+### Filters
+
+Admin > Data streams > [Stream] > Configure tag settings > Define internal traffic
+
+**Exclude:**
+- Internal IP addresses
+- Developer traffic
+- Testing environments
+
+### Cross-Domain Tracking
+
+For multiple domains sharing analytics:
+
+1. Admin > Data streams > [Stream] > Configure tag settings
+2. Configure your domains
+3. List all domains that should share sessions
+
+### Session Settings
+
+Admin > Data streams > [Stream] > Configure tag settings
+
+- Session timeout (default 30 min)
+- Engaged session duration (10 sec default)
+
+---
+
+## Integration with Google Ads
+
+### Linking
+
+1. Admin > Product links > Google Ads links
+2. Enable auto-tagging in Google Ads
+3. Import conversions in Google Ads
+
+### Audience Export
+
+Audiences created in GA4 can be used in Google Ads for:
+- Remarketing campaigns
+- Customer match
+- Similar audiences
diff --git a/skills/analytics-tracking/references/gtm-implementation.md b/skills/analytics-tracking/references/gtm-implementation.md
new file mode 100644
index 0000000..914ada1
--- /dev/null
+++ b/skills/analytics-tracking/references/gtm-implementation.md
@@ -0,0 +1,380 @@
+# Google Tag Manager Implementation Reference
+
+Detailed guide for implementing tracking via Google Tag Manager.
+
+## Container Structure
+
+### Tags
+
+Tags are code snippets that execute when triggered.
+
+**Common tag types:**
+- GA4 Configuration (base setup)
+- GA4 Event (custom events)
+- Google Ads Conversion
+- Facebook Pixel
+- LinkedIn Insight Tag
+- Custom HTML (for other pixels)
+
+### Triggers
+
+Triggers define when tags fire.
+
+**Built-in triggers:**
+- Page View: All Pages, DOM Ready, Window Loaded
+- Click: All Elements, Just Links
+- Form Submission
+- Scroll Depth
+- Timer
+- Element Visibility
+
+**Custom triggers:**
+- Custom Event (from dataLayer)
+- Trigger Groups (multiple conditions)
+
+### Variables
+
+Variables capture dynamic values.
+
+**Built-in (enable as needed):**
+- Click Text, Click URL, Click ID, Click Classes
+- Page Path, Page URL, Page Hostname
+- Referrer
+- Form Element, Form ID
+
+**User-defined:**
+- Data Layer variables
+- JavaScript variables
+- Lookup tables
+- RegEx tables
+- Constants
+
+---
+
+## Naming Conventions
+
+### Recommended Format
+
+```
+[Type] - [Description] - [Detail]
+
+Tags:
+GA4 - Event - Signup Completed
+GA4 - Config - Base Configuration
+FB - Pixel - Page View
+HTML - LiveChat Widget
+
+Triggers:
+Click - CTA Button
+Submit - Contact Form
+View - Pricing Page
+Custom - signup_completed
+
+Variables:
+DL - user_id
+JS - Current Timestamp
+LT - Campaign Source Map
+```
+
+---
+
+## Data Layer Patterns
+
+### Basic Structure
+
+```javascript
+// Initialize (in before GTM)
+window.dataLayer = window.dataLayer || [];
+
+// Push event
+dataLayer.push({
+ 'event': 'event_name',
+ 'property1': 'value1',
+ 'property2': 'value2'
+});
+```
+
+### Page Load Data
+
+```javascript
+// Set on page load (before GTM container)
+window.dataLayer = window.dataLayer || [];
+dataLayer.push({
+ 'pageType': 'product',
+ 'contentGroup': 'products',
+ 'user': {
+ 'loggedIn': true,
+ 'userId': '12345',
+ 'userType': 'premium'
+ }
+});
+```
+
+### Form Submission
+
+```javascript
+document.querySelector('#contact-form').addEventListener('submit', function() {
+ dataLayer.push({
+ 'event': 'form_submitted',
+ 'formName': 'contact',
+ 'formLocation': 'footer'
+ });
+});
+```
+
+### Button Click
+
+```javascript
+document.querySelector('.cta-button').addEventListener('click', function() {
+ dataLayer.push({
+ 'event': 'cta_clicked',
+ 'ctaText': this.innerText,
+ 'ctaLocation': 'hero'
+ });
+});
+```
+
+### E-commerce Events
+
+```javascript
+// Product view
+dataLayer.push({ ecommerce: null }); // Clear previous
+dataLayer.push({
+ 'event': 'view_item',
+ 'ecommerce': {
+ 'items': [{
+ 'item_id': 'SKU123',
+ 'item_name': 'Product Name',
+ 'price': 99.99,
+ 'item_category': 'Category',
+ 'quantity': 1
+ }]
+ }
+});
+
+// Add to cart
+dataLayer.push({ ecommerce: null });
+dataLayer.push({
+ 'event': 'add_to_cart',
+ 'ecommerce': {
+ 'items': [{
+ 'item_id': 'SKU123',
+ 'item_name': 'Product Name',
+ 'price': 99.99,
+ 'quantity': 1
+ }]
+ }
+});
+
+// Purchase
+dataLayer.push({ ecommerce: null });
+dataLayer.push({
+ 'event': 'purchase',
+ 'ecommerce': {
+ 'transaction_id': 'T12345',
+ 'value': 99.99,
+ 'currency': 'USD',
+ 'tax': 5.00,
+ 'shipping': 10.00,
+ 'items': [{
+ 'item_id': 'SKU123',
+ 'item_name': 'Product Name',
+ 'price': 99.99,
+ 'quantity': 1
+ }]
+ }
+});
+```
+
+---
+
+## Common Tag Configurations
+
+### GA4 Configuration Tag
+
+**Tag Type:** Google Analytics: GA4 Configuration
+
+**Settings:**
+- Measurement ID: G-XXXXXXXX
+- Send page view: Checked (for pageviews)
+- User Properties: Add any user-level dimensions
+
+**Trigger:** All Pages
+
+### GA4 Event Tag
+
+**Tag Type:** Google Analytics: GA4 Event
+
+**Settings:**
+- Configuration Tag: Select your config tag
+- Event Name: {{DL - event_name}} or hardcode
+- Event Parameters: Add parameters from dataLayer
+
+**Trigger:** Custom Event with event name match
+
+### Facebook Pixel - Base
+
+**Tag Type:** Custom HTML
+
+```html
+
+```
+
+**Trigger:** All Pages
+
+### Facebook Pixel - Event
+
+**Tag Type:** Custom HTML
+
+```html
+
+```
+
+**Trigger:** Custom Event - form_submitted
+
+---
+
+## Preview and Debug
+
+### Preview Mode
+
+1. Click "Preview" in GTM
+2. Enter site URL
+3. GTM debug panel opens at bottom
+
+**What to check:**
+- Tags fired on this event
+- Tags not fired (and why)
+- Variables and their values
+- Data layer contents
+
+### Debug Tips
+
+**Tag not firing:**
+- Check trigger conditions
+- Verify data layer push
+- Check tag sequencing
+
+**Wrong variable value:**
+- Check data layer structure
+- Verify variable path (nested objects)
+- Check timing (data may not exist yet)
+
+**Multiple firings:**
+- Check trigger uniqueness
+- Look for duplicate tags
+- Check tag firing options
+
+---
+
+## Workspaces and Versioning
+
+### Workspaces
+
+Use workspaces for team collaboration:
+- Default workspace for production
+- Separate workspaces for large changes
+- Merge when ready
+
+### Version Management
+
+**Best practices:**
+- Name every version descriptively
+- Add notes explaining changes
+- Review changes before publish
+- Keep production version noted
+
+**Version notes example:**
+```
+v15: Added purchase conversion tracking
+- New tag: GA4 - Event - Purchase
+- New trigger: Custom Event - purchase
+- New variables: DL - transaction_id, DL - value
+- Tested: Chrome, Safari, Mobile
+```
+
+---
+
+## Consent Management
+
+### Consent Mode Integration
+
+```javascript
+// Default state (before consent)
+gtag('consent', 'default', {
+ 'analytics_storage': 'denied',
+ 'ad_storage': 'denied'
+});
+
+// Update on consent
+function grantConsent() {
+ gtag('consent', 'update', {
+ 'analytics_storage': 'granted',
+ 'ad_storage': 'granted'
+ });
+}
+```
+
+### GTM Consent Overview
+
+1. Enable Consent Overview in Admin
+2. Configure consent for each tag
+3. Tags respect consent state automatically
+
+---
+
+## Advanced Patterns
+
+### Tag Sequencing
+
+**Setup tags to fire in order:**
+Tag Configuration > Advanced Settings > Tag Sequencing
+
+**Use cases:**
+- Config tag before event tags
+- Pixel initialization before tracking
+- Cleanup after conversion
+
+### Exception Handling
+
+**Trigger exceptions** - Prevent tag from firing:
+- Exclude certain pages
+- Exclude internal traffic
+- Exclude during testing
+
+### Custom JavaScript Variables
+
+```javascript
+// Get URL parameter
+function() {
+ var params = new URLSearchParams(window.location.search);
+ return params.get('campaign') || '(not set)';
+}
+
+// Get cookie value
+function() {
+ var match = document.cookie.match('(^|;) ?user_id=([^;]*)(;|$)');
+ return match ? match[2] : null;
+}
+
+// Get data from page
+function() {
+ var el = document.querySelector('.product-price');
+ return el ? parseFloat(el.textContent.replace('$', '')) : 0;
+}
+```
diff --git a/skills/copywriting/SKILL.md b/skills/copywriting/SKILL.md
index 74f3c23..289f351 100644
--- a/skills/copywriting/SKILL.md
+++ b/skills/copywriting/SKILL.md
@@ -15,14 +15,12 @@ If `.claude/product-marketing-context.md` exists, read it before asking question
Gather this context (ask if not provided):
### 1. Page Purpose
-- What type of page is this? (homepage, landing page, pricing, feature, about)
+- What type of page? (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?
+- Who is the ideal customer?
- 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?
@@ -35,66 +33,49 @@ Gather this context (ask if not provided):
### 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
+If you have to choose between clear and creative, choose clear.
### Benefits Over Features
-- Features: What it does
-- Benefits: What that means for the customer
-- Always connect features to outcomes
+Features: What it does. Benefits: What that means for the customer.
### 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
+Use words your customers use. 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
+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 Principles
-### 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.
+1. **Simple over complex** — "Use" not "utilize," "help" not "facilitate"
+2. **Specific over vague** — Avoid "streamline," "optimize," "innovative"
+3. **Active over passive** — "We generate reports" not "Reports are generated"
+4. **Confident over qualified** — Remove "almost," "very," "really"
+5. **Show over tell** — Describe the outcome instead of using adverbs
+6. **Honest over sensational** — Never fabricate statistics 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
+- Jargon that could confuse outsiders?
+- Sentences trying to do too much?
+- 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.
+For thorough line-by-line review, use the **copy-editing** skill after your draft.
---
@@ -109,252 +90,71 @@ Get to the point. Don't bury the value in qualifications.
### Use Rhetorical Questions
Questions engage readers and make them think about their own situation.
+- "Hate returning stuff to Amazon?"
+- "Tired of chasing approvals?"
-✅ 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.
+### Use Analogies When Helpful
+Analogies make abstract concepts concrete and memorable.
### Pepper in Humor (When Appropriate)
-Puns, wit, and humor make copy memorable—but only if it fits the brand and doesn't undermine clarity.
+Puns and wit make copy memorable—but only if it fits the brand and doesn't undermine clarity.
---
## Page Structure Framework
-### Above the Fold (First Screen)
+### Above the Fold
**Headline**
- Your single most important message
-- Should communicate core value proposition
+- Communicate core value proposition
- Specific > generic
-**Headline Formulas:**
+**Example formulas:**
+- "{Achieve outcome} without {pain point}"
+- "The {category} for {audience}"
+- "Never {unpleasant event} again"
+- "{Question highlighting main pain point}"
-**{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]"
+**For comprehensive headline formulas**: See [references/copy-frameworks.md](references/copy-frameworks.md)
**Subheadline**
-- Expands on the headline
-- Adds specificity or addresses secondary concern
+- Expands on headline
+- Adds specificity
- 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"
+- Communicate what they get: "Start Free Trial" > "Sign Up"
-**Supporting Visual**
-- Product screenshot, demo, or hero image
-- Should reinforce the message, not distract
+### Core Sections
-### Social Proof Section
+| Section | Purpose |
+|---------|---------|
+| Social Proof | Build credibility (logos, stats, testimonials) |
+| Problem/Pain | Show you understand their situation |
+| Solution/Benefits | Connect to outcomes (3-5 key benefits) |
+| How It Works | Reduce perceived complexity (3-4 steps) |
+| Objection Handling | FAQ, comparisons, guarantees |
+| Final CTA | Recap value, repeat CTA, risk reversal |
-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
+**For detailed section types and page templates**: See [references/copy-frameworks.md](references/copy-frameworks.md)
---
## CTA Copy Guidelines
**Weak CTAs (avoid):**
-- Submit
-- Sign Up
-- Learn More
-- Click Here
-- Get Started
+- 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]
+**Formula:** [Action Verb] + [What They Get] + [Qualifier if needed]
Examples:
- "Start My Free Trial"
@@ -363,72 +163,36 @@ Examples:
---
-## 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
+### Homepage
- 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
+### Landing Page
- Single message, single CTA
- Match headline to ad/traffic source
- Complete argument on one page
-- Remove distractions (often no nav)
-### Pricing Page Copy
+### Pricing Page
- 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
+### Feature Page
+- Connect feature → benefit → outcome
- Show use cases and examples
-- Differentiate from competitors' versions
- Clear path to try or buy
-### About Page Copy
+### About Page
- 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)
+- Connect mission to customer benefit
+- Still include a CTA
---
-## Voice and Tone Considerations
+## Voice and Tone
Before writing, establish:
@@ -442,17 +206,43 @@ Before writing, establish:
- Bold or understated?
- Technical or accessible?
-Maintain consistency throughout, but adjust intensity:
+Maintain consistency, but adjust intensity:
- Headlines can be bolder
- Body copy should be clearer
- CTAs should be action-oriented
---
+## Output Format
+
+When writing copy, provide:
+
+### Page Copy
+Organized by section:
+- Headline, Subheadline, CTA
+- Section headers and body copy
+- Secondary CTAs
+
+### Annotations
+For key elements, explain:
+- Why you made this choice
+- What principle it applies
+
+### Alternatives
+For headlines and CTAs, provide 2-3 options:
+- Option A: [copy] — [rationale]
+- Option B: [copy] — [rationale]
+
+### Meta Content (if relevant)
+- Page title (for SEO)
+- Meta description
+
+---
+
## 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
+- **copy-editing**: For polishing existing copy (use after your draft)
+- **page-cro**: If 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
+- **ab-test-setup**: To test copy variations
diff --git a/skills/copywriting/references/copy-frameworks.md b/skills/copywriting/references/copy-frameworks.md
new file mode 100644
index 0000000..9957b96
--- /dev/null
+++ b/skills/copywriting/references/copy-frameworks.md
@@ -0,0 +1,338 @@
+# Copy Frameworks Reference
+
+Headline formulas, page section types, and structural templates.
+
+## Headline Formulas
+
+### Outcome-Focused
+
+**{Achieve desirable outcome} without {pain point}**
+> Understand how users are really experiencing your site without drowning in numbers
+
+**{Achieve desirable outcome} by {how product makes it possible}**
+> Generate more leads by seeing which companies visit your site
+
+**Turn {input} into {outcome}**
+> Turn your hard-earned sales into repeat customers
+
+**[Achieve outcome] in [timeframe]**
+> Get your tax refund in 10 days
+
+---
+
+### Problem-Focused
+
+**Never {unpleasant event} again**
+> Never miss a sales opportunity again
+
+**{Question highlighting the main pain point}**
+> Hate returning stuff to Amazon?
+
+**Stop [pain]. Start [pleasure].**
+> Stop chasing invoices. Start getting paid on time.
+
+---
+
+### Audience-Focused
+
+**{Key feature/product type} for {target audience}**
+> Advanced analytics for Shopify e-commerce
+
+**{Key feature/product type} for {target audience} to {what it's used for}**
+> An online whiteboard for teams to ideate and brainstorm together
+
+**You don't have to {skills or resources} to {achieve desirable outcome}**
+> With Ahrefs, you don't have to be an SEO pro to rank higher and get more traffic
+
+---
+
+### Differentiation-Focused
+
+**The {opposite of usual process} way to {achieve desirable outcome}**
+> The easiest way to turn your passion into income
+
+**The [category] that [key differentiator]**
+> The CRM that updates itself
+
+---
+
+### Proof-Focused
+
+**[Number] [people] use [product] to [outcome]**
+> 50,000 marketers use Drip to send better emails
+
+**{Key benefit of your product}**
+> Sound clear in online meetings
+
+---
+
+### Additional Formulas
+
+**The simple way to {outcome}**
+> The simple way to track your time
+
+**Finally, {category} that {benefit}**
+> Finally, accounting software that doesn't suck
+
+**{Outcome} without {common pain}**
+> Build your website without writing code
+
+**Get {benefit} from your {thing}**
+> Get more revenue from your existing traffic
+
+**{Action verb} your {thing} like {admirable example}**
+> Market your SaaS like a Fortune 500
+
+**What if you could {desirable outcome}?**
+> What if you could close deals 30% faster?
+
+**Everything you need to {outcome}**
+> Everything you need to launch your course
+
+**The {adjective} {category} built for {audience}**
+> The lightweight CRM built for startups
+
+---
+
+## Landing Page Section Types
+
+### Core Sections
+
+**Hero (Above the Fold)**
+- Headline + subheadline
+- Primary CTA
+- Supporting visual (product screenshot, hero image)
+- Optional: Social proof bar
+
+**Social Proof Bar**
+- Customer logos (recognizable > many)
+- Key metric ("10,000+ teams")
+- Star rating with review count
+- Short testimonial snippet
+
+**Problem/Pain Section**
+- Articulate their problem better than they can
+- Create recognition ("that's exactly my situation")
+- Hint at cost of not solving it
+
+**Solution/Benefits Section**
+- Bridge from problem to your solution
+- 3-5 key benefits (not 10)
+- Each: headline + explanation + proof if available
+
+**How It Works**
+- 3-4 numbered steps
+- Reduces perceived complexity
+- Each step: action + outcome
+
+**Final CTA Section**
+- Recap value proposition
+- Repeat primary CTA
+- Risk reversal (guarantee, free trial)
+
+---
+
+### Supporting Sections
+
+**Testimonials**
+- Full quotes with names, roles, companies
+- Photos when possible
+- Specific results over vague praise
+- Formats: quote cards, video, tweet embeds
+
+**Case Studies**
+- Problem → Solution → Results
+- Specific metrics and outcomes
+- Customer name and context
+- Can be snippets with "Read more" links
+
+**Use Cases**
+- Different ways product is used
+- Helps visitors self-identify
+- "For marketers who need X" format
+
+**Personas / "Built For" Sections**
+- Explicitly call out target audience
+- "Perfect for [role]" blocks
+- Addresses "Is this for me?" question
+
+**FAQ Section**
+- Address common objections
+- Good for SEO
+- Reduces support burden
+- 5-10 most common questions
+
+**Comparison Section**
+- vs. competitors (name them or don't)
+- vs. status quo (spreadsheets, manual processes)
+- Tables or side-by-side format
+
+**Integrations / Partners**
+- Logos of tools you connect with
+- "Works with your stack" messaging
+- Builds credibility
+
+**Founder Story / Manifesto**
+- Why you built this
+- What you believe
+- Emotional connection
+- Differentiates from faceless competitors
+
+**Demo / Product Tour**
+- Interactive demos
+- Video walkthroughs
+- GIF previews
+- Shows product in action
+
+**Pricing Preview**
+- Teaser even on non-pricing pages
+- Starting price or "from $X/mo"
+- Moves decision-makers forward
+
+**Guarantee / Risk Reversal**
+- Money-back guarantee
+- Free trial terms
+- "Cancel anytime"
+- Reduces friction
+
+**Stats Section**
+- Key metrics that build credibility
+- "10,000+ customers"
+- "4.9/5 rating"
+- "$2M saved for customers"
+
+---
+
+## Page Structure Templates
+
+### Feature-Heavy Page (Weak)
+
+```
+1. Hero
+2. Feature 1
+3. Feature 2
+4. Feature 3
+5. Feature 4
+6. CTA
+```
+
+This is a list, not a persuasive narrative.
+
+---
+
+### 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
+```
+
+This tells a story and addresses objections.
+
+---
+
+### Compact Landing Page
+
+```
+1. Hero (headline, subhead, CTA, image)
+2. Social proof bar
+3. 3 key benefits with icons
+4. Testimonial
+5. How it works (3 steps)
+6. Final CTA with guarantee
+```
+
+Good for ad landing pages where brevity matters.
+
+---
+
+### Enterprise/B2B Landing Page
+
+```
+1. Hero (outcome-focused headline)
+2. Logo bar (recognizable companies)
+3. Problem section (business pain)
+4. Solution overview
+5. Use cases by role/department
+6. Security/compliance section
+7. Integration logos
+8. Case study with metrics
+9. ROI/value section
+10. Contact/demo CTA
+```
+
+Addresses enterprise buyer concerns.
+
+---
+
+### Product Launch Page
+
+```
+1. Hero with launch announcement
+2. Video demo or walkthrough
+3. Feature highlights (3-5)
+4. Before/after comparison
+5. Early testimonials
+6. Launch pricing or early access offer
+7. CTA with urgency
+```
+
+Good for ProductHunt, launches, or announcements.
+
+---
+
+## Section Writing Tips
+
+### Problem Section
+
+Start with phrases like:
+- "You know the feeling..."
+- "If you're like most [role]..."
+- "Every day, [audience] struggles with..."
+- "We've all been there..."
+
+Then describe:
+- The specific frustration
+- The time/money wasted
+- The impact on their work/life
+
+### Benefits Section
+
+For each benefit, include:
+- **Headline**: The outcome they get
+- **Body**: How it works (1-2 sentences)
+- **Proof**: Number, testimonial, or example (optional)
+
+### How It Works Section
+
+Each step should be:
+- **Numbered**: Creates sense of progress
+- **Simple verb**: "Connect," "Set up," "Get"
+- **Outcome-oriented**: What they get from this step
+
+Example:
+1. Connect your tools (takes 2 minutes)
+2. Set your preferences
+3. Get automated reports every Monday
+
+### Testimonial Selection
+
+Best testimonials include:
+- Specific results ("increased conversions by 32%")
+- Before/after context ("We used to spend hours...")
+- Role + company for credibility
+- Something quotable and specific
+
+Avoid testimonials that just say:
+- "Great product!"
+- "Love it!"
+- "Easy to use!"
diff --git a/skills/onboarding-cro/SKILL.md b/skills/onboarding-cro/SKILL.md
index 6abdb6e..d9d3264 100644
--- a/skills/onboarding-cro/SKILL.md
+++ b/skills/onboarding-cro/SKILL.md
@@ -14,60 +14,40 @@ If `.claude/product-marketing-context.md` exists, read it before asking question
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?
+1. **Product Context** - What type of product? B2B or B2C? Core value proposition?
+2. **Activation Definition** - What's the "aha moment"? What action indicates a user "gets it"?
+3. **Current State** - What happens after signup? Where do users 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?
+Remove every step between signup and experiencing core value.
### 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
+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
+Interactive > Tutorial. Doing the thing > Learning about the thing.
### 4. Progress Creates Motivation
-- Show advancement
-- Celebrate completions
-- Make the path visible
+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
@@ -82,18 +62,11 @@ The action that correlates most strongly with retention:
### 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"
+| Approach | Best For | Risk |
+|----------|----------|------|
+| Product-first | Simple products, B2C, mobile | Blank slate overwhelm |
+| Guided setup | Products needing personalization | Adds friction before value |
+| Value-first | Products with demo data | May not feel "real" |
**Whatever you choose:**
- Clear single next action
@@ -115,19 +88,6 @@ The action that correlates most strongly with retention:
- 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.
@@ -138,44 +98,14 @@ Empty states are onboarding opportunities, not dead ends.
- 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
+**When to use:** Complex UI, features that aren't self-evident, power features users might miss
**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
---
@@ -188,83 +118,40 @@ Empty states are onboarding opportunities, not dead ends.
- 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
+- Reinforce in-app actions, not duplicate them
- 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
+Define "stalled" criteria (X days inactive, incomplete setup)
### 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
+1. **Email sequence** - Reminder of value, address blockers, offer help
+2. **In-app recovery** - Welcome back, pick up where left off
+3. **Human touch** - For high-value accounts, personal outreach
---
## 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
+
+| Metric | Description |
+|--------|-------------|
+| 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 |
### Funnel Analysis
+
Track drop-off at each step:
```
Signup → Step 1 → Step 2 → Activation → Retention
@@ -278,142 +165,38 @@ 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
+For each issue: Finding → Impact → Recommendation → Priority
### 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
+- Activation goal
+- Step-by-step flow
+- Checklist items (if applicable)
- Empty state copy
-- Tooltip content
-- Email sequence copy
-- Milestone celebration copy
+- Email sequence triggers
+- Metrics plan
---
## 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
+| Product Type | Key Steps |
+|--------------|-----------|
+| B2B SaaS | Setup wizard → First value action → Team invite → Deep setup |
+| Marketplace | Complete profile → Browse → First transaction → Repeat loop |
+| Mobile App | Permissions → Quick win → Push setup → Habit loop |
+| Content Platform | Follow/customize → Consume → Create → Engage |
---
## Experiment Ideas
-### Flow Simplification Experiments
+When recommending experiments, consider tests for:
+- Flow simplification (step count, ordering)
+- Progress and motivation mechanics
+- Personalization by role or goal
+- Support and help availability
-**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
+**For comprehensive experiment ideas**: See [references/experiments.md](references/experiments.md)
---
diff --git a/skills/onboarding-cro/references/experiments.md b/skills/onboarding-cro/references/experiments.md
new file mode 100644
index 0000000..2258410
--- /dev/null
+++ b/skills/onboarding-cro/references/experiments.md
@@ -0,0 +1,248 @@
+# Onboarding Experiment Ideas
+
+Comprehensive list of A/B tests and experiments for user onboarding and activation.
+
+## Flow Simplification Experiments
+
+### Reduce Friction
+
+| Test | Hypothesis |
+|------|------------|
+| Email verification timing | During vs. after onboarding |
+| Empty states vs. dummy data | Pre-populated examples |
+| Pre-filled templates | Accelerate setup with templates |
+| OAuth options | Faster account linking |
+| Required step count | Fewer required steps |
+| Optional vs. required fields | Minimize requirements |
+| Skip options | Allow bypassing non-critical steps |
+
+### Step Sequencing
+
+| Test | Hypothesis |
+|------|------------|
+| Step ordering | Test different sequences |
+| Value-first ordering | Highest-value features first |
+| Friction placement | Move hard steps later |
+| Required vs. optional balance | Ratio of required steps |
+| Single vs. branching paths | One path vs. personalized |
+| Quick start vs. full setup | Minimal path to value |
+
+### Progress & Motivation
+
+| Test | Hypothesis |
+|------|------------|
+| Progress bars | Show completion percentage |
+| Checklist length | 3-5 items vs. 5-7 items |
+| Gamification | Badges, rewards, achievements |
+| Completion messaging | "X% complete" visibility |
+| Starting point | Begin at 20% vs. 0% |
+| Celebration moments | Acknowledge completions |
+
+---
+
+## Guided Experience Experiments
+
+### Product Tours
+
+| Test | Hypothesis |
+|------|------------|
+| Interactive tours | Tools like Navattic, Storylane |
+| Tooltip vs. modal guidance | Subtle vs. attention-grabbing |
+| Video tutorials | For complex workflows |
+| Self-paced vs. guided | User control vs. structured |
+| Tour length | Shorter vs. comprehensive |
+| Tour triggering | Automatic vs. user-initiated |
+
+### CTA Optimization
+
+| Test | Hypothesis |
+|------|------------|
+| CTA text variations | Action-oriented copy testing |
+| CTA placement | Position within screens |
+| In-app tooltips | Feature discovery prompts |
+| Sticky CTAs | Persist during onboarding |
+| CTA contrast | Visual prominence |
+| Secondary CTAs | "Learn more" vs. primary only |
+
+### UI Guidance
+
+| Test | Hypothesis |
+|------|------------|
+| Hotspot highlights | Draw attention to key features |
+| Coachmarks | Contextual tips |
+| Feature announcements | New feature discovery |
+| Contextual help | Help where users need it |
+| Search vs. guided | Self-service vs. directed |
+
+---
+
+## Personalization Experiments
+
+### User Segmentation
+
+| Test | Hypothesis |
+|------|------------|
+| Role-based onboarding | Different paths by role |
+| Goal-based paths | Customize by stated goal |
+| Role-specific dashboards | Relevant default views |
+| Use-case question | Personalize based on answer |
+| Industry-specific paths | Vertical customization |
+| Experience-based | Beginner vs. expert paths |
+
+### Dynamic Content
+
+| Test | Hypothesis |
+|------|------------|
+| Personalized welcome | Name, company, role |
+| Industry examples | Relevant use cases |
+| Dynamic recommendations | Based on user answers |
+| Template suggestions | Pre-filled for segment |
+| Feature highlighting | Relevant to stated goals |
+| Benchmark data | Industry-specific metrics |
+
+---
+
+## Quick Wins & Engagement Experiments
+
+### Time-to-Value
+
+| Test | Hypothesis |
+|------|------------|
+| First quick win | "Complete your first X" |
+| Success messages | After key actions |
+| Progress celebrations | Milestone moments |
+| Next step suggestions | After each completion |
+| Value demonstration | Show what they achieved |
+| Outcome preview | What success looks like |
+
+### Motivation Mechanics
+
+| Test | Hypothesis |
+|------|------------|
+| Achievement badges | Gamification elements |
+| Streaks | Consecutive day engagement |
+| Leaderboards | Social comparison (if appropriate) |
+| Rewards | Incentives for completion |
+| Unlock mechanics | Features revealed progressively |
+
+### Support & Help
+
+| Test | Hypothesis |
+|------|------------|
+| Free onboarding calls | For complex products |
+| Contextual help | Throughout onboarding |
+| Chat support | Availability during onboarding |
+| Proactive outreach | For stuck users |
+| Self-service resources | Help docs, videos |
+| Community access | Peer support early |
+
+---
+
+## Email & Multi-Channel Experiments
+
+### Onboarding Emails
+
+| Test | Hypothesis |
+|------|------------|
+| Founder welcome email | Personal vs. generic |
+| Behavior-based triggers | Action/inaction based |
+| Email timing | Immediate vs. delayed |
+| Email frequency | More vs. fewer touches |
+| Quick tips format | Short actionable content |
+| Video in email | More engaging format |
+
+### Email Content
+
+| Test | Hypothesis |
+|------|------------|
+| Subject lines | Open rate optimization |
+| Personalization depth | Name vs. behavior-based |
+| CTA prominence | Single clear action |
+| Social proof inclusion | Testimonials in email |
+| Urgency messaging | Trial reminders |
+| Plain text vs. designed | Format testing |
+
+### Feedback Loops
+
+| Test | Hypothesis |
+|------|------------|
+| NPS during onboarding | When to ask |
+| Blocking question | "What's stopping you?" |
+| NPS follow-up | Actions based on score |
+| In-app feedback | Thumbs up/down on features |
+| Survey timing | When to request feedback |
+| Feedback incentives | Reward for completing |
+
+---
+
+## Re-engagement Experiments
+
+### Stalled User Recovery
+
+| Test | Hypothesis |
+|------|------------|
+| Re-engagement email timing | When to send |
+| Personal outreach | Human vs. automated |
+| Simplified path | Reduced steps for returners |
+| Incentive offers | Discount or extended trial |
+| Problem identification | Ask what's blocking |
+| Demo offer | Live walkthrough |
+
+### Return Experience
+
+| Test | Hypothesis |
+|------|------------|
+| Welcome back message | Acknowledge return |
+| Progress resume | Pick up where left off |
+| Changed state | What happened while away |
+| Re-onboarding | Fresh start option |
+| Urgency messaging | Trial time remaining |
+
+---
+
+## Technical & UX Experiments
+
+### Performance
+
+| Test | Hypothesis |
+|------|------------|
+| Load time optimization | Faster = higher completion |
+| Progressive loading | Perceived performance |
+| Offline capability | Mobile experience |
+| Error handling | Graceful failure recovery |
+
+### Mobile Onboarding
+
+| Test | Hypothesis |
+|------|------------|
+| Touch targets | Size and spacing |
+| Swipe navigation | Mobile-native patterns |
+| Screen count | Fewer screens needed |
+| Input optimization | Mobile-friendly forms |
+| Permission timing | When to ask |
+
+### Accessibility
+
+| Test | Hypothesis |
+|------|------------|
+| Screen reader support | Accessibility impact |
+| Keyboard navigation | Non-mouse users |
+| Color contrast | Visibility |
+| Font sizing | Readability |
+
+---
+
+## Metrics to Track
+
+For all experiments, measure:
+
+| Metric | Description |
+|--------|-------------|
+| Activation rate | % reaching activation event |
+| Time to activation | Hours/days to first value |
+| Step completion rate | % completing each step |
+| Drop-off points | Where users abandon |
+| Return rate | Users who come back |
+| Day 1/7/30 retention | Engagement over time |
+| Feature adoption | Which features get used |
+| Support requests | Volume during onboarding |
diff --git a/skills/page-cro/SKILL.md b/skills/page-cro/SKILL.md
index 3ea877e..3068750 100644
--- a/skills/page-cro/SKILL.md
+++ b/skills/page-cro/SKILL.md
@@ -14,31 +14,11 @@ If `.claude/product-marketing-context.md` exists, read it before asking question
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
+1. **Page Type**: Homepage, landing page, pricing, feature, blog, about, other
+2. **Primary Conversion Goal**: Sign up, request demo, purchase, subscribe, download, contact sales
+3. **Traffic Context**: Where are visitors coming from? (organic, paid, email, social)
-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
@@ -49,59 +29,46 @@ Analyze the page across these dimensions, in order of 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
+- Too vague or too clever (sacrificing clarity)
+- Trying to say everything instead of the 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)?
+- Does it match the traffic source's messaging?
**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]?"
+- Social proof: "Join 10,000+ teams who..."
### 3. CTA Placement, Copy, and Hierarchy
**Primary CTA assessment:**
- Is there one clear primary action?
-- Is it visible without scrolling (above the fold)?
+- Is it visible without scrolling?
- 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?
+- Are CTAs repeated at key decision points?
### 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?
+- Is there enough white space?
- 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:**
@@ -110,49 +77,37 @@ Analyze the page across these dimensions, in order of impact:
- 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
+**Placement:** Near CTAs and after benefit claims
### 6. Objection Handling
-**Identify likely objections for this page type:**
+**Common objections to address:**
- 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
+**Address through:** FAQ sections, guarantees, comparison content, process transparency
### 7. Friction Points
-**Look for unnecessary friction:**
+**Look for:**
- 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.
+Easy changes with likely immediate impact.
### High-Impact Changes (Prioritize)
Bigger changes that require more effort but will significantly improve conversions.
@@ -161,176 +116,65 @@ Bigger changes that require more effort but will significantly improve conversio
Hypotheses worth A/B testing rather than assuming.
### Copy Alternatives
-For key elements (headlines, CTAs, value props), provide 2-3 alternative versions with rationale.
+For key elements (headlines, CTAs), provide 2-3 alternatives 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
+- Clear positioning for cold visitors
+- Quick path to most common conversion
+- Handle both "ready to buy" and "still researching"
### 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
+- Complete argument on one page
### 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
+- Address "which plan is right for me?" anxiety
### Feature Page CRO
-
-Visitors researching specifics. Focus on:
-- Connecting feature to benefit
+- Connect feature to benefit
- Use cases and examples
-- Comparison to alternatives
-- Clear CTA to try/buy
+- Clear path to try/buy
### Blog Post CRO
-
-Content-to-conversion. Focus on:
-- Contextual CTAs that match content topic
-- Lead magnets related to article subject
+- Contextual CTAs matching content topic
- Inline CTAs at natural stopping points
-- Exit-intent as backup
---
-## Experiment Ideas by Page Type
+## Experiment Ideas
-### Homepage Experiments
+When recommending experiments, consider tests for:
+- Hero section (headline, visual, CTA)
+- Trust signals and social proof placement
+- Pricing presentation
+- Form optimization
+- Navigation and UX
-**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
+**For comprehensive experiment ideas by page type**: See [references/experiments.md](references/experiments.md)
---
## Task-Specific Questions
-
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?
+4. Do you have 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
+- **signup-flow-cro**: If the issue is in the signup process itself
- **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
+- **popup-cro**: If considering popups as part of the strategy
+- **copywriting**: If the page needs a complete copy rewrite
- **ab-test-setup**: To properly test recommended changes
diff --git a/skills/page-cro/references/experiments.md b/skills/page-cro/references/experiments.md
new file mode 100644
index 0000000..e1b5b3b
--- /dev/null
+++ b/skills/page-cro/references/experiments.md
@@ -0,0 +1,239 @@
+# Page CRO Experiment Ideas
+
+Comprehensive list of A/B tests and experiments organized by page type.
+
+## Homepage Experiments
+
+### Hero Section
+
+| Test | Hypothesis |
+|------|------------|
+| Headline variations | Specific vs. abstract messaging |
+| Subheadline clarity | Add/refine to support headline |
+| CTA above fold | Include or exclude prominent CTA |
+| Hero visual format | Screenshot vs. GIF vs. illustration vs. video |
+| CTA button color | Test contrast and visibility |
+| CTA button text | "Start Free Trial" vs. "Get Started" vs. "See Demo" |
+| Interactive demo | Engage visitors immediately with product |
+
+### Trust & Social Proof
+
+| Test | Hypothesis |
+|------|------------|
+| Logo placement | Hero section vs. below fold |
+| Case study in hero | Show results immediately |
+| Trust badges | Add security, compliance, awards |
+| Social proof in headline | "Join 10,000+ teams" messaging |
+| Testimonial placement | Above fold vs. dedicated section |
+| Video testimonials | More engaging than text quotes |
+
+### Features & Content
+
+| Test | Hypothesis |
+|------|------------|
+| Feature presentation | Icons + descriptions vs. detailed sections |
+| Section ordering | Move high-value features up |
+| Secondary CTAs | Add/remove throughout page |
+| Benefit vs. feature focus | Lead with outcomes |
+| Comparison section | Show vs. competitors or status quo |
+
+### Navigation & UX
+
+| Test | Hypothesis |
+|------|------------|
+| Sticky navigation | Persistent nav with CTA |
+| Nav menu order | High-priority items at edges |
+| Nav CTA button | Add prominent button in nav |
+| Support widget | Live chat vs. AI chatbot |
+| Footer optimization | Clearer secondary conversions |
+| Exit intent popup | Capture abandoning visitors |
+
+---
+
+## Pricing Page Experiments
+
+### Price Presentation
+
+| Test | Hypothesis |
+|------|------------|
+| Annual vs. monthly display | Highlight savings or simplify |
+| Price points | $99 vs. $100 vs. $97 psychology |
+| "Most Popular" badge | Highlight target plan |
+| Number of tiers | 3 vs. 4 vs. 2 visible options |
+| Price anchoring | Order plans to anchor expectations |
+| Custom enterprise tier | Show vs. "Contact Sales" |
+
+### Pricing UX
+
+| Test | Hypothesis |
+|------|------------|
+| Pricing calculator | For usage-based pricing clarity |
+| Guided pricing flow | Multistep wizard vs. comparison table |
+| Feature comparison format | Table vs. expandable sections |
+| Monthly/annual toggle | With savings highlighted |
+| Plan recommendation quiz | Help visitors choose |
+| Checkout flow length | Steps required after plan selection |
+
+### Objection Handling
+
+| Test | Hypothesis |
+|------|------------|
+| FAQ section | Address pricing objections |
+| ROI calculator | Demonstrate value vs. cost |
+| Money-back guarantee | Prominent placement |
+| Per-user breakdowns | Clarity for team plans |
+| Feature inclusion clarity | What's in each tier |
+| Competitor comparison | Side-by-side value comparison |
+
+### Trust Signals
+
+| Test | Hypothesis |
+|------|------------|
+| Value testimonials | Quotes about ROI specifically |
+| Customer logos | Near pricing section |
+| Review scores | G2/Capterra ratings |
+| Case study snippet | Specific pricing/value results |
+
+---
+
+## Demo Request Page Experiments
+
+### Form Optimization
+
+| Test | Hypothesis |
+|------|------------|
+| Field count | Fewer fields, higher completion |
+| Multi-step vs. single | Progress bar encouragement |
+| Form placement | Above fold vs. after content |
+| Phone field | Include vs. exclude |
+| Field enrichment | Hide fields you can auto-fill |
+| Form labels | Inside field vs. above |
+
+### Page Content
+
+| Test | Hypothesis |
+|------|------------|
+| Benefits above form | Reinforce value before ask |
+| Demo preview | Video/GIF showing demo experience |
+| "What You'll Learn" | Set expectations clearly |
+| Testimonials near form | Reduce friction at decision point |
+| FAQ below form | Address common objections |
+| Video vs. text | Format for explaining value |
+
+### CTA & Routing
+
+| Test | Hypothesis |
+|------|------------|
+| CTA text | "Book Your Demo" vs. "Schedule 15-Min Call" |
+| On-demand option | Instant demo alongside live option |
+| Personalized messaging | Based on visitor data/source |
+| Navigation removal | Reduce page distractions |
+| Calendar integration | Inline booking vs. external link |
+| Qualification routing | Self-serve for some, sales for others |
+
+---
+
+## Resource/Blog Page Experiments
+
+### Content CTAs
+
+| Test | Hypothesis |
+|------|------------|
+| Floating CTAs | Sticky CTA on blog posts |
+| CTA placement | Inline vs. end-of-post only |
+| Reading time display | Estimated reading time |
+| Related resources | End-of-article recommendations |
+| Gated vs. free | Content access strategy |
+| Content upgrades | Specific to article topic |
+
+### Resource Section
+
+| Test | Hypothesis |
+|------|------------|
+| Navigation/filtering | Easier to find relevant content |
+| Search functionality | Find specific resources |
+| Featured resources | Highlight best content |
+| Layout format | Grid vs. list view |
+| Topic bundles | Grouped resources by theme |
+| Download tracking | Gate some, track engagement |
+
+---
+
+## Landing Page Experiments
+
+### Message Match
+
+| Test | Hypothesis |
+|------|------------|
+| Headline matching | Match ad copy exactly |
+| Visual matching | Match ad creative |
+| Offer alignment | Same offer as ad promised |
+| Audience-specific pages | Different pages per segment |
+
+### Conversion Focus
+
+| Test | Hypothesis |
+|------|------------|
+| Navigation removal | Single-focus page |
+| CTA repetition | Multiple CTAs throughout |
+| Form vs. button | Direct capture vs. click-through |
+| Urgency/scarcity | If genuine, test messaging |
+| Social proof density | Amount and placement |
+| Video inclusion | Explain offer with video |
+
+### Page Length
+
+| Test | Hypothesis |
+|------|------------|
+| Short vs. long | Quick conversion vs. complete argument |
+| Above-fold only | Minimal scroll required |
+| Section ordering | Most important content first |
+| Footer removal | Eliminate navigation |
+
+---
+
+## Feature Page Experiments
+
+### Feature Presentation
+
+| Test | Hypothesis |
+|------|------------|
+| Demo/screenshot | Show feature in action |
+| Use case examples | How customers use it |
+| Before/after | Impact visualization |
+| Video walkthrough | Feature tour |
+| Interactive demo | Try feature without signup |
+
+### Conversion Path
+
+| Test | Hypothesis |
+|------|------------|
+| Trial CTA | Feature-specific trial offer |
+| Related features | Cross-link to other features |
+| Comparison | vs. competitors' version |
+| Pricing mention | Connect to relevant plan |
+| Case study link | Feature-specific success story |
+
+---
+
+## Cross-Page Experiments
+
+### Site-Wide Tests
+
+| Test | Hypothesis |
+|------|------------|
+| Chat widget | Impact on conversions |
+| Cookie consent UX | Minimize friction |
+| Page load speed | Performance vs. features |
+| Mobile experience | Responsive optimization |
+| Accessibility | Impact on conversion |
+| Personalization | Dynamic content by segment |
+
+### Navigation Tests
+
+| Test | Hypothesis |
+|------|------------|
+| Menu structure | Information architecture |
+| Search placement | Help visitors find content |
+| CTA in nav | Always-visible conversion path |
+| Breadcrumbs | Navigation clarity |
diff --git a/skills/paid-ads/SKILL.md b/skills/paid-ads/SKILL.md
index 82e8371..9f2f7a4 100644
--- a/skills/paid-ads/SKILL.md
+++ b/skills/paid-ads/SKILL.md
@@ -24,7 +24,6 @@ Gather this context (ask if not provided):
- 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?
@@ -36,71 +35,18 @@ Gather this context (ask if not provided):
- 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
+| Platform | Best For | Use When |
+|----------|----------|----------|
+| **Google Ads** | High-intent search traffic | People actively search for your solution |
+| **Meta** | Demand generation, visual products | Creating demand, strong creative assets |
+| **LinkedIn** | B2B, decision-makers | Job title/company targeting matters, higher price points |
+| **Twitter/X** | Tech audiences, thought leadership | Audience is active on X, timely content |
+| **TikTok** | Younger demographics, viral creative | Audience skews 18-34, video capacity |
---
@@ -116,14 +62,11 @@ Account
│ │ ├── 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]
@@ -133,7 +76,7 @@ GOOG_Search_Brand_Demo_Ongoing
LI_LeadGen_CMOs-SaaS_Whitepaper_Mar24
```
-### Budget Allocation Framework
+### Budget Allocation
**Testing phase (first 2-4 weeks):**
- 70% to proven/safe campaigns
@@ -148,213 +91,80 @@ LI_LeadGen_CMOs-SaaS_Whitepaper_Mar24
## Ad Copy Frameworks
-### Primary Text Formulas
+### Key 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 →
+> [Problem] → [Agitate the pain] → [Introduce solution] → [CTA]
**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.
+> [Current painful state] → [Desired future state] → [Your product as bridge]
**Social Proof Lead:**
-```
-[Impressive stat or testimonial]
-[What you do]
-[CTA]
-```
+> [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
+**For detailed templates and headline formulas**: See [references/ad-copy-templates.md](references/ad-copy-templates.md)
---
-## Audience Targeting Strategies
+## Audience Targeting Overview
-### Google Ads Audiences
+### Platform Strengths
-**Search campaigns:**
-- Keywords (exact, phrase, broad match)
-- Audience layering (observation mode first)
-- Remarketing lists for search ads (RLSA)
+| Platform | Key Targeting | Best Signals |
+|----------|---------------|--------------|
+| Google | Keywords, search intent | What they're searching |
+| Meta | Interests, behaviors, lookalikes | Engagement patterns |
+| LinkedIn | Job titles, companies, industries | Professional identity |
-**Display/YouTube:**
-- Custom intent (based on search behavior)
-- In-market audiences
-- Affinity audiences
-- Customer match (upload email lists)
-- Similar/lookalike audiences
+### Key Concepts
-### Meta Audiences
+- **Lookalikes**: Base on best customers (by LTV), not all customers
+- **Retargeting**: Segment by funnel stage (visitors vs. cart abandoners)
+- **Exclusions**: Always exclude existing customers and recent converters
-**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
+**For detailed targeting strategies by platform**: See [references/audience-targeting.md](references/audience-targeting.md)
---
## 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):**
+### Video Ads Structure (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:**
+### Creative 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
+| Objective | Primary Metrics |
+|-----------|-----------------|
+| Awareness | CPM, Reach, Video view rate |
+| Consideration | CTR, CPC, Time on site |
+| Conversion | CPA, ROAS, Conversion rate |
### Optimization Levers
@@ -369,25 +179,13 @@ Example:
- 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:**
+### Bid Strategy Progression
1. Start with manual or cost caps
2. Gather conversion data (50+ conversions)
3. Switch to automated with targets based on historical data
@@ -397,22 +195,13 @@ Example:
## Retargeting Strategies
-### Funnel-Based Retargeting
+### Funnel-Based Approach
-**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
+| Funnel Stage | Audience | Message | Goal |
+|--------------|----------|---------|------|
+| Top | Blog readers, video viewers | Educational, social proof | Move to consideration |
+| Middle | Pricing/feature page visitors | Case studies, demos | Move to decision |
+| Bottom | Cart abandoners, trial users | Urgency, objection handling | Convert |
### Retargeting Windows
@@ -423,114 +212,69 @@ Example:
| Cold (any visit) | 30-90 days | 1-2x/week |
### Exclusions to Set Up
-
-Always exclude:
-- Existing customers (unless upsell campaign)
+- Existing customers (unless upsell)
- Recent converters (7-14 day window)
-- Bounced visitors (<10 sec on site)
+- Bounced visitors (<10 sec)
- 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
+### Weekly Review
+- Spend vs. budget pacing
+- CPA/ROAS vs. targets
+- Top and bottom performing ads
+- Audience performance breakdown
+- Frequency check (fatigue risk)
+- Landing page conversion rate
### Attribution Considerations
-
-- Platform attribution is inflated (they want credit)
+- Platform attribution is inflated
- Use UTM parameters consistently
-- Compare platform data to GA4/analytics
-- Consider incrementality testing for mature accounts
+- Compare platform data to GA4
- Look at blended CAC, not just platform CPA
---
-## Platform-Specific Setup Guides
+## Platform Setup
-### Google Ads Setup Checklist
+Before launching campaigns, ensure proper tracking and account setup.
-- [ ] 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)
+**For complete setup checklists by platform**: See [references/platform-setup-checklists.md](references/platform-setup-checklists.md)
-### 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+)
+### Universal Pre-Launch Checklist
+- [ ] Conversion tracking tested with real conversion
+- [ ] Landing page loads fast (<3 sec)
+- [ ] Landing page mobile-friendly
+- [ ] UTM parameters working
+- [ ] Budget set correctly
+- [ ] Targeting matches intended audience
---
## Common Mistakes to Avoid
-### Strategy Mistakes
+### Strategy
- Launching without conversion tracking
-- Too many campaigns/ad sets (fragmenting budget)
+- Too many campaigns (fragmenting budget)
- Not giving algorithms enough learning time
-- Optimizing for wrong metric (clicks vs. conversions)
-- Ignoring landing page experience
+- Optimizing for wrong metric
-### Targeting Mistakes
-- Audiences too narrow (can't exit learning phase)
-- Audiences too broad (wasting spend)
+### Targeting
+- Audiences too narrow or too broad
- Not excluding existing customers
-- Overlapping audiences competing with each other
-- Ignoring negative keywords (Search)
+- Overlapping audiences competing
-### Creative Mistakes
-- Only running one ad per ad set
-- Not refreshing creative (ad fatigue)
+### Creative
+- Only one ad per ad set
+- Not refreshing creative (fatigue)
- Mismatch between ad and landing page
-- Ignoring mobile experience
-- Too much text in images (Meta)
-### Budget Mistakes
-- Spreading budget too thin across campaigns
+### Budget
+- Spreading 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
---
diff --git a/skills/paid-ads/references/ad-copy-templates.md b/skills/paid-ads/references/ad-copy-templates.md
new file mode 100644
index 0000000..1b7620b
--- /dev/null
+++ b/skills/paid-ads/references/ad-copy-templates.md
@@ -0,0 +1,200 @@
+# Ad Copy Templates Reference
+
+Detailed formulas and templates for writing high-converting ad copy.
+
+## 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 →
+
+---
+
+### Feature-Benefit Bridge
+
+```
+[Feature]
+[So that...]
+[Which means...]
+```
+
+**Example:**
+> Real-time collaboration on documents
+> So your team always works from the latest version
+> Which means no more version confusion or lost work
+
+---
+
+### Direct Response
+
+```
+[Bold claim/outcome]
+[Proof point]
+[CTA with urgency if genuine]
+```
+
+**Example:**
+> Cut your reporting time by 80%
+> Join 5,000+ marketing teams already using [Product]
+> Start free → First month 50% off
+
+---
+
+## Headline Formulas
+
+### For Search Ads
+
+| Formula | Example |
+|---------|---------|
+| [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]" |
+| [Keyword] + [Differentiator] | "CRM Built for Small Teams" |
+| [Price/Offer] + [Keyword] | "Free Project Management \| No Credit Card" |
+
+### For Social Ads
+
+| Type | Example |
+|------|---------|
+| Outcome hook | "How we 3x'd our conversion rate" |
+| Curiosity hook | "The reporting hack no one talks about" |
+| Contrarian hook | "Why we stopped using [common tool]" |
+| Specificity hook | "The exact template we use for..." |
+| Question hook | "What if you could cut your admin time in half?" |
+| Number hook | "7 ways to improve your workflow today" |
+| Story hook | "We almost gave up. Then we found..." |
+
+---
+
+## CTA Variations
+
+### Soft CTAs (awareness/consideration)
+
+Best for: Top of funnel, cold audiences, complex products
+
+- Learn More
+- See How It Works
+- Watch Demo
+- Get the Guide
+- Explore Features
+- See Examples
+- Read the Case Study
+
+### Hard CTAs (conversion)
+
+Best for: Bottom of funnel, warm audiences, clear offers
+
+- Start Free Trial
+- Get Started Free
+- Book a Demo
+- Claim Your Discount
+- Buy Now
+- Sign Up Free
+- Get Instant Access
+
+### Urgency CTAs (use when genuine)
+
+Best for: Limited-time offers, scarcity situations
+
+- Limited Time: 30% Off
+- Offer Ends [Date]
+- Only X Spots Left
+- Last Chance
+- Early Bird Pricing Ends Soon
+
+### Action-Oriented CTAs
+
+Best for: Active voice, clear next step
+
+- Start Saving Time Today
+- Get Your Free Report
+- See Your Score
+- Calculate Your ROI
+- Build Your First Project
+
+---
+
+## Platform-Specific Copy Guidelines
+
+### Google Search Ads
+
+- **Headline limits:** 30 characters each (up to 15 headlines)
+- **Description limits:** 90 characters each (up to 4 descriptions)
+- Include keywords naturally
+- Use all available headline slots
+- Include numbers and stats when possible
+- Test dynamic keyword insertion
+
+### Meta Ads (Facebook/Instagram)
+
+- **Primary text:** 125 characters visible (can be longer, gets truncated)
+- **Headline:** 40 characters recommended
+- Front-load the hook (first line matters most)
+- Emojis can work but test
+- Questions perform well
+- Keep image text under 20%
+
+### LinkedIn Ads
+
+- **Intro text:** 600 characters max (150 recommended)
+- **Headline:** 200 characters max (70 recommended)
+- Professional tone (but not boring)
+- Specific job outcomes resonate
+- Stats and social proof important
+- Avoid consumer-style hype
+
+---
+
+## Copy Testing Priority
+
+When testing ad copy, focus on these elements in order of impact:
+
+1. **Hook/angle** (biggest impact on performance)
+2. **Headline**
+3. **Primary benefit**
+4. **CTA**
+5. **Supporting proof points**
+
+Test one element at a time for clean data.
diff --git a/skills/paid-ads/references/audience-targeting.md b/skills/paid-ads/references/audience-targeting.md
new file mode 100644
index 0000000..a0f5695
--- /dev/null
+++ b/skills/paid-ads/references/audience-targeting.md
@@ -0,0 +1,234 @@
+# Audience Targeting Reference
+
+Detailed targeting strategies for each major ad platform.
+
+## Google Ads Audiences
+
+### Search Campaign Targeting
+
+**Keywords:**
+- Exact match: [keyword] — most precise, lower volume
+- Phrase match: "keyword" — moderate precision and volume
+- Broad match: keyword — highest volume, use with smart bidding
+
+**Audience layering:**
+- Add audiences in "observation" mode first
+- Analyze performance by audience
+- Switch to "targeting" mode for high performers
+
+**RLSA (Remarketing Lists for Search Ads):**
+- Bid higher on past visitors searching your terms
+- Show different ads to returning searchers
+- Exclude converters from prospecting campaigns
+
+### Display/YouTube Targeting
+
+**Custom intent audiences:**
+- Based on recent search behavior
+- Create from your converting keywords
+- High intent, good for prospecting
+
+**In-market audiences:**
+- People actively researching solutions
+- Pre-built by Google
+- Layer with demographics for precision
+
+**Affinity audiences:**
+- Based on interests and habits
+- Better for awareness
+- Broad but can exclude irrelevant
+
+**Customer match:**
+- Upload email lists
+- Retarget existing customers
+- Create lookalikes from best customers
+
+**Similar/lookalike audiences:**
+- Based on your customer match lists
+- Expand reach while maintaining relevance
+- Best when source list is high-quality customers
+
+---
+
+## Meta Audiences
+
+### Core Audiences (Interest/Demographic)
+
+**Interest targeting tips:**
+- Layer interests with AND logic for precision
+- Use Audience Insights to research interests
+- Start broad, let algorithm optimize
+- Exclude existing customers always
+
+**Demographic targeting:**
+- Age and gender (if product-specific)
+- Location (down to zip/postal code)
+- Language
+- Education and work (limited data now)
+
+**Behavior targeting:**
+- Purchase behavior
+- Device usage
+- Travel patterns
+- Life events
+
+### Custom Audiences
+
+**Website visitors:**
+- All visitors (last 180 days max)
+- Specific page visitors
+- Time on site thresholds
+- Frequency (visited X times)
+
+**Customer list:**
+- Upload emails/phone numbers
+- Match rate typically 30-70%
+- Refresh regularly for accuracy
+
+**Engagement audiences:**
+- Video viewers (25%, 50%, 75%, 95%)
+- Page/profile engagers
+- Form openers
+- Instagram engagers
+
+**App activity:**
+- App installers
+- In-app events
+- Purchase events
+
+### Lookalike Audiences
+
+**Source audience quality matters:**
+- Use high-LTV customers, not all customers
+- Purchasers > leads > all visitors
+- Minimum 100 source users, ideally 1,000+
+
+**Size recommendations:**
+- 1% — most similar, smallest reach
+- 1-3% — good balance for most
+- 3-5% — broader, good for scale
+- 5-10% — very broad, awareness only
+
+**Layering strategies:**
+- Lookalike + interest = more precision early
+- Test lookalike-only as you scale
+- Exclude the source audience
+
+---
+
+## LinkedIn Audiences
+
+### Job-Based Targeting
+
+**Job titles:**
+- Be specific (CMO vs. "Marketing")
+- LinkedIn normalizes titles, but verify
+- Stack related titles
+- Exclude irrelevant titles
+
+**Job functions:**
+- Broader than titles
+- Combine with seniority level
+- Good for awareness campaigns
+
+**Seniority levels:**
+- Entry, Senior, Manager, Director, VP, CXO, Partner
+- Layer with function for precision
+
+**Skills:**
+- Self-reported, less reliable
+- Good for technical roles
+- Use as expansion layer
+
+### Company-Based Targeting
+
+**Company size:**
+- 1-10, 11-50, 51-200, 201-500, 501-1000, 1001-5000, 5000+
+- Key filter for B2B
+
+**Industry:**
+- Based on company classification
+- Can be broad, layer with other criteria
+
+**Company names (ABM):**
+- Upload target account list
+- Minimum 300 companies recommended
+- Match rate varies
+
+**Company growth rate:**
+- Hiring rapidly = budget available
+- Good signal for timing
+
+### High-Performing Combinations
+
+| Use Case | Targeting Combination |
+|----------|----------------------|
+| Enterprise sales | Company size 1000+ + VP/CXO + Industry |
+| SMB sales | Company size 11-200 + Manager/Director + Function |
+| Developer tools | Skills + Job function + Company type |
+| ABM campaigns | Company list + Decision-maker titles |
+| Broad awareness | Industry + Seniority + Geography |
+
+---
+
+## Twitter/X Audiences
+
+### Targeting options:
+- Follower lookalikes (accounts similar to followers of X)
+- Interest categories
+- Keywords (in tweets)
+- Conversation topics
+- Events
+- Tailored audiences (your lists)
+
+### Best practices:
+- Follower lookalikes of relevant accounts work well
+- Keyword targeting catches active conversations
+- Lower CPMs than LinkedIn/Meta
+- Less precise, better for awareness
+
+---
+
+## TikTok Audiences
+
+### Targeting options:
+- Demographics (age, gender, location)
+- Interests (TikTok's categories)
+- Behaviors (video interactions)
+- Device (iOS/Android, connection type)
+- Custom audiences (pixel, customer file)
+- Lookalike audiences
+
+### Best practices:
+- Younger skew (18-34 primarily)
+- Interest targeting is broad
+- Creative matters more than targeting
+- Let algorithm optimize with broad targeting
+
+---
+
+## Audience Size Guidelines
+
+| Platform | Minimum Recommended | Ideal Range |
+|----------|-------------------|-------------|
+| Google Search | 1,000+ searches/mo | 5,000-50,000 |
+| Google Display | 100,000+ | 500K-5M |
+| Meta | 100,000+ | 500K-10M |
+| LinkedIn | 50,000+ | 100K-500K |
+| Twitter/X | 50,000+ | 100K-1M |
+| TikTok | 100,000+ | 1M+ |
+
+Too narrow = expensive, slow learning
+Too broad = wasted spend, poor relevance
+
+---
+
+## Exclusion Strategy
+
+Always exclude:
+- Existing customers (unless upsell)
+- Recent converters (7-14 days)
+- Bounced visitors (<10 sec)
+- Employees (by company or email list)
+- Irrelevant page visitors (careers, support)
+- Competitors (if identifiable)
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+# Platform Setup Checklists
+
+Complete setup checklists for major ad platforms.
+
+## Google Ads Setup
+
+### Account Foundation
+
+- [ ] Google Ads account created and verified
+- [ ] Billing information added
+- [ ] Time zone and currency set correctly
+- [ ] Account access granted to team members
+
+### Conversion Tracking
+
+- [ ] Google tag installed on all pages
+- [ ] Conversion actions created (purchase, lead, signup)
+- [ ] Conversion values assigned (if applicable)
+- [ ] Enhanced conversions enabled
+- [ ] Test conversions firing correctly
+- [ ] Import conversions from GA4 (optional)
+
+### Analytics Integration
+
+- [ ] Google Analytics 4 linked
+- [ ] Auto-tagging enabled
+- [ ] GA4 audiences available in Google Ads
+- [ ] Cross-domain tracking set up (if multiple domains)
+
+### Audience Setup
+
+- [ ] Remarketing tag verified
+- [ ] Website visitor audiences created:
+ - All visitors (180 days)
+ - Key page visitors (pricing, demo, features)
+ - Converters (for exclusion)
+- [ ] Customer match lists uploaded
+- [ ] Similar audiences enabled
+
+### Campaign Readiness
+
+- [ ] Negative keyword lists created:
+ - Universal negatives (free, jobs, careers, reviews, complaints)
+ - Competitor negatives (if needed)
+ - Irrelevant industry terms
+- [ ] Location targeting set (include/exclude)
+- [ ] Language targeting set
+- [ ] Ad schedule configured (if B2B, business hours)
+- [ ] Device bid adjustments considered
+
+### Ad Extensions
+
+- [ ] Sitelinks (4-6 relevant pages)
+- [ ] Callouts (key benefits, offers)
+- [ ] Structured snippets (features, types, services)
+- [ ] Call extension (if phone leads valuable)
+- [ ] Lead form extension (if using)
+- [ ] Price extensions (if applicable)
+- [ ] Image extensions (where available)
+
+### Brand Protection
+
+- [ ] Brand campaign running (protect branded terms)
+- [ ] Competitor campaigns considered
+- [ ] Brand terms in negative lists for non-brand campaigns
+
+---
+
+## Meta Ads Setup
+
+### Business Manager Foundation
+
+- [ ] Business Manager created
+- [ ] Business verified (if running certain ad types)
+- [ ] Ad account created within Business Manager
+- [ ] Payment method added
+- [ ] Team access configured with proper roles
+
+### Pixel & Tracking
+
+- [ ] Meta Pixel installed on all pages
+- [ ] Standard events configured:
+ - PageView (automatic)
+ - ViewContent (product/feature pages)
+ - Lead (form submissions)
+ - Purchase (conversions)
+ - AddToCart (if e-commerce)
+ - InitiateCheckout (if e-commerce)
+- [ ] Conversions API (CAPI) set up for server-side tracking
+- [ ] Event Match Quality score > 6
+- [ ] Test events in Events Manager
+
+### Domain & Aggregated Events
+
+- [ ] Domain verified in Business Manager
+- [ ] Aggregated Event Measurement configured
+- [ ] Top 8 events prioritized in order of importance
+- [ ] Web events prioritized for iOS 14+ tracking
+
+### Audience Setup
+
+- [ ] Custom audiences created:
+ - Website visitors (all, 30/60/90/180 days)
+ - Key page visitors
+ - Video viewers (25%, 50%, 75%, 95%)
+ - Page/Instagram engagers
+ - Customer list uploaded
+- [ ] Lookalike audiences created (1%, 1-3%)
+- [ ] Saved audiences for common targeting
+
+### Catalog (E-commerce)
+
+- [ ] Product catalog connected
+- [ ] Product feed updating correctly
+- [ ] Catalog sales campaigns enabled
+- [ ] Dynamic product ads configured
+
+### Creative Assets
+
+- [ ] Images in correct sizes:
+ - Feed: 1080x1080 (1:1)
+ - Stories/Reels: 1080x1920 (9:16)
+ - Landscape: 1200x628 (1.91:1)
+- [ ] Videos in correct formats
+- [ ] Ad copy variations ready
+- [ ] UTM parameters in all destination URLs
+
+### Compliance
+
+- [ ] Special Ad Categories declared (if housing, credit, employment, politics)
+- [ ] Landing page complies with Meta policies
+- [ ] No prohibited content in ads
+
+---
+
+## LinkedIn Ads Setup
+
+### Campaign Manager Foundation
+
+- [ ] Campaign Manager account created
+- [ ] Company Page connected
+- [ ] Billing information added
+- [ ] Team access configured
+
+### Insight Tag & Tracking
+
+- [ ] LinkedIn Insight Tag installed on all pages
+- [ ] Tag verified and firing
+- [ ] Conversion tracking configured:
+ - URL-based conversions
+ - Event-specific conversions
+- [ ] Conversion values set (if applicable)
+
+### Audience Setup
+
+- [ ] Matched Audiences created:
+ - Website retargeting audiences
+ - Company list uploaded (for ABM)
+ - Contact list uploaded
+- [ ] Lookalike audiences created
+- [ ] Saved audiences for common targeting
+
+### Lead Gen Forms (if using)
+
+- [ ] Lead gen form templates created
+- [ ] Form fields selected (minimize for conversion)
+- [ ] Privacy policy URL added
+- [ ] Thank you message configured
+- [ ] CRM integration set up (or CSV export process)
+
+### Document Ads (if using)
+
+- [ ] Documents uploaded (PDF, PowerPoint)
+- [ ] Gating configured (full gate or preview)
+- [ ] Lead gen form connected
+
+### Creative Assets
+
+- [ ] Single image ads: 1200x627 (1.91:1) or 1080x1080 (1:1)
+- [ ] Carousel images ready
+- [ ] Video specs met (if using)
+- [ ] Ad copy within character limits:
+ - Intro text: 600 max, 150 recommended
+ - Headline: 200 max, 70 recommended
+
+### Budget Considerations
+
+- [ ] Budget realistic for LinkedIn CPCs ($8-15+ typical)
+- [ ] Audience size validated (50K+ recommended)
+- [ ] Daily vs. lifetime budget decided
+- [ ] Bid strategy selected
+
+---
+
+## Twitter/X Ads Setup
+
+### Account Foundation
+
+- [ ] Ads account created
+- [ ] Payment method added
+- [ ] Account verified (if required)
+
+### Tracking
+
+- [ ] Twitter Pixel installed
+- [ ] Conversion events created
+- [ ] Website tag verified
+
+### Audience Setup
+
+- [ ] Tailored audiences created:
+ - Website visitors
+ - Customer lists
+- [ ] Follower lookalikes identified
+- [ ] Interest and keyword targets researched
+
+### Creative
+
+- [ ] Tweet copy within 280 characters
+- [ ] Images: 1200x675 (1.91:1) or 1200x1200 (1:1)
+- [ ] Video specs met (if using)
+- [ ] Cards configured (website, app, etc.)
+
+---
+
+## TikTok Ads Setup
+
+### Account Foundation
+
+- [ ] TikTok Ads Manager account created
+- [ ] Business verification completed
+- [ ] Payment method added
+
+### Pixel & Tracking
+
+- [ ] TikTok Pixel installed
+- [ ] Events configured (ViewContent, Purchase, etc.)
+- [ ] Events API set up (recommended)
+
+### Audience Setup
+
+- [ ] Custom audiences created
+- [ ] Lookalike audiences created
+- [ ] Interest categories identified
+
+### Creative
+
+- [ ] Vertical video (9:16) ready
+- [ ] Native-feeling content (not too polished)
+- [ ] First 3 seconds are compelling hooks
+- [ ] Captions added (most watch without sound)
+- [ ] Music/sounds selected (licensed if needed)
+
+---
+
+## Universal Pre-Launch Checklist
+
+Before launching any campaign:
+
+- [ ] Conversion tracking tested with real conversion
+- [ ] Landing page loads fast (<3 sec)
+- [ ] Landing page mobile-friendly
+- [ ] UTM parameters working
+- [ ] Budget set correctly (daily vs. lifetime)
+- [ ] Start/end dates correct
+- [ ] Targeting matches intended audience
+- [ ] Ad creative approved
+- [ ] Team notified of launch
+- [ ] Reporting dashboard ready