Seems like last week newsletter peek your interest multiple times. So let's continue :)

This week, a new article from the Reforge team on using the scientific method for growth, a few product oriented articles, one great resource on SEO by Brian Dean and a great opinion post on Mark Zuckerberg FB feed conversations focus announcement.


- Maxime Salomon, Founder/CEO at Croissant

[Article] How to Run Your Growth Team Like a Scientist

"Recently, a colleague was telling me about a “successful” experiment they were excited about. They hypothesized that the best time to encourage users to upgrade from a free trial was while they were using a certain common feature.

To test this they put a big button on that page and saw a measurable lift in conversion compared to users who didn't see the button. Based on this result, they were attempting to drive more free users to that feature. I asked if they had experimented with putting the same button on other commonly used features, and they hadn’t. They hadn't controlled for the risk that the lift was simply a result of putting a prominent CTA in front of more users.

This was especially concerning given that they were funneling resources into more projects based on the assertion that this one feature is important for activation. It was apparent they just didn't understand how to design proper controls to prove their hypothesis."

- Joey DeBruin, Head of Growth at Feastly

Reading time: 12 minutes

Growth Resources

[Article] How to Set Metrics for Product Launches

"It’s true – as soon as something moves from critiqueable design mocks to engineering requirements, it becomes a lot harder to admit failure. Nobody wants to tell the engineers and designers that nobody is using the thing they spent weeks working on. That’s exactly why, as a product manager, you should insist on setting your metrics, your key performance indicators (KPIs) before that first line of code is written. At a high level, three things happen to a team that sets targets product metrics:

1. Setting product metrics builds team alignment

2. It builds autonomy

3. It introduces accountability"

- Paul Koullick, Product Manager at Amplitude Analytics

Viewing time: 6 minutes

[Article] Onboarding: The Most Important Growth Lever

"Obviously, I can’t speak for every user since each case is unique. However, a user typically leaves before learning how to use a product – and gaining any benefit from it – for one of two reasons:

1. Their circumstances have changed – generally, they don’t need the product anymore

2. They’ve realized they can’t afford it. Their initial experience lacked value. This might mean that they couldn’t figure out how to use the product, didn’t understand how to get the most out of it, or it wasn’t immediately obvious how the product fit their needs."

- Sujan Patel, Co-Founder at Web Profits

Reading time: 7 minutes

[Article] Marrying the Quantitative and Qualitative Equals Analytics Bliss

"The best analyses combine quantitative and qualitative research to create a flywheel of continuous product improvement.

You use quantitative information to focus attention on the biggest problems (and opportunities) and then "zoom in" to the level of the user through qualitative research to round out your understanding—and solve the problem.

This one-two research method spins out insights you can turn into actions. It's a quantitative-qualitative flywheel that be used for continuous improvement of your web site or app.

Here's how it works."

- Justin Owings, FullStory-teller in residence

Reading time: 5 minutes

Marketing Resources

[Article] The Definitive Guide To SEO In 2018

"This is the ultimate guide to dominating Google’s search results in 2018. And let me be clear about something: This is NOT a lame “SEO in 2018” predictions post. Instead, you’re going to see tested strategies that are working right now…and will work even better in 2018. So if you’re looking to up your SEO game this year, you’ll love this guide. Let’s dive right in.

1. RankBrain & User Experience Signals

2. Become a CTR Jedi

3. Comprehensive, In-Depth Content Wins

4. Get Ready for Google's Mobile-first Index

5. Go All-In With Video (Or Get Left Behind)

6. Pay Attention to Voice Search

7. Don't Forget: Content and Links Are Key

8. Quick Tips for SEO in 2018

- Brian Dean, Founder at Backlinko

Reading time: 15 minutes

[Article] The rise of Airstory and Copy Hackers

"I’ve yet to see a better way to build loyalty or engender trust in a target market than by teaching them.

For example, Joanna is very skilled in copywriting, so she teaches: How to write better emails that get more opens and more clicks How to write landing page copy How to do review mining of Amazon to help you create your messaging Copywriting tricks and other things to keep in mind The Tuesday Tutorials are a good example.

Joanna uses Airstory when she teaches, so people who see the tutorials are constantly asking “What’s Airstory? How can I get using Airstory?” And the follow-up conversations are helping to build the business. Here’s something else that’s been really helpful.

We focus on the Airstory teaching templates to help people write better emails and landing pages. We do this by inserting comments along the way in our own product to show people why we’re choosing this subject line, or why we’re choosing this hook as an opener. People see these and say, “I get what I’m supposed to do, and I also get why I’m supposed to do it.”

- Eric Johnson, Author at Typeform

Reading time: 10 minutes

[Article] The Facebook Feed-pocalypse is a HUGE opportunity for story-driven content marketing strategy— here’s why

"When content impacts people on a personal level and gets them talking, well, that’s how change happens.

“The research shows that when we use social media to connect with people we care about, it can be good for our well-being,” Zuckerberg said in his Facebook post. “We can feel more connected and less lonely, and that correlates with long term measures of happiness and health. On the other hand, passively reading articles or watching videos — even if they’re entertaining or informative — may not be as good.

Based on this, we’re making a major change to how we build Facebook. I’m changing the goal I give our product teams from focusing on helping you find relevant content to helping you have more meaningful social interactions.”

- Alaura Weaver, Freelance Content Marketing

Reading time: 8 minutes

Croissant Newsletter

A weekly email of interesting Marketing & Growth resources for startups