Most business experiments—around 90%—result in so-called failure.

Example: an A/B test in which the status quo ends up being the winner.

But those results are just as important as “successes.” They support startup growth by providing insights into:

• Why the experiment variant “failed”
• What you can learn for your next experiments
• How risky your experiments are. Too many small wins may mean you're not focusing on the most high-leverage opportunities.

Instead of defining “failure” and “success” based on test results, here are the definitions we recommend.

Failure: the act of creating 1. an undisciplined test, like one with an untestable hypothesis 2. a test with low impact on your business, or 3. a test your team won't learn from

Success: the act of developing, launching, and learning from a rigorous test with the potential for high business impact

Basically, a sloppy test is a fail. An inconsequential test is a fail. A well-designed test is a win. And any test that gives you useful new information is a win.

So go ahead and “fail.” Encourage your team to do the same. Disproven hypotheses are part of a healthy growth culture.

Here's an underrated SEO technique that can improve click-through rate: schema markup.

Schema markups (also known as structured data) are snippets of code that, when added to your pages, help Google represent your content in search results.

Image: Hubspot

For certain search types, adding schema can get you more clicks. By giving visitors more insight into your content, it can encourage them to click on your site vs. other search results.

For example, someone shopping for a specific product might click on the result that’s labeled “in stock” based on product schema.

Besides product schema, here are three other types worth adding to your pages:

• FAQ: Consider adding this markup to your actual FAQ page, plus your product and service pages. You’ll be able to address objections right on the results page.
• Ratings and reviews: Use this schema as social proof. A search result with strong ratings and reviews is more enticing than one without.
• Video: Since this schema enables a video thumbnail in SERPs, your content gets a visual element that text-only search results lack.

You can find more details about each type of schema on schema.org.

To create your schema markup, use Google’s Structured Data Markup Helper or another free online generator like TechnicalSEO.com. These tools walk you through the markup process and then provide a code to be added to a specific page’s HTML code.

People tend to value items more when they own them.

That’s the endowment effect—the psychological phenomenon behind why someone is more likely to buy a car after taking it for a test drive. When we feel like something is already ours, we place a higher value on it.

Here are a few ways you can use the endowment effect to convert warm prospects into paying customers.

Reframe promos. Instead of standard promos (and free giveaways), frame them as if they already belong to users.

• Example: “Get a 20% discount on camping gear” → “Claim your 20% off new camping gear”
• Livongo, a health management company, replaced the generic copy “Join the program” in its email marketing with “Claim your welcome kit” and drove a 120% increase in registration.

Adjust cart abandonment copy. Consider using the endowment effect in cart abandonment emails. Use language like “your [product] can’t wait to come home” to help shoppers feel as though they already own the items in their carts.

Create interactive content. Help users visualize products as theirs by adding an interactive component to your site, app, or socials.

• For example, IKEA’s Place app lets people see how furniture fits in their home, endowing them as owners.
• You can do something similar by creating custom Snapchat or Instagram filters with your products, like filters for trying on sunglasses or makeup.

Try this copywriting framework to create more compelling product descriptions:

1. List all of the product’s features.
2. For each feature, explain its benefit(s).
3. For each benefit, explain its value. In other words, translate each benefit into its real-life implications—state why customers should care about it. For extra punch, inject emotionally appealing language at this step.

Here’s an example of this framework applied to a reusable water bottle.

Feature → Benefit → Value

• Wide bottle mouth → Faster refills → You can spend less time standing at a water dispenser—and more time running, hiking, etc.
• Straw lid → Easy sipping → Since you don’t have to twist off a bottle lid, you can drink with just one hand—perfect when you’re on the road.
• Double-wall vacuum insulation → Protects liquid's temperature for hours → You can be refreshed for any adventure with your drink either as cold or hot as you’d like.

Some companies make customers jump through hoops to cancel their subscriptions.

Instead of offering easy, online cancellation, they force customers to cancel by phone during business hours. Or if they do offer an online cancellation option, they make it difficult to find.

But these tactics are unethical and, in some cases, can even lead to legal action from the Federal Trade Commission (FTC).

You should make it easy and straightforward for customers to cancel your service. Remove the friction.

Customers aren’t necessarily lost forever when they cancel. Some might return at a later time. Others might reconsider and decide to stay. Whatever the case, a smooth offboarding flow should accomplish two things:

• Allow customers to leave, easily, on a positive note.
• Without adding friction to the cancellation process, entice users to stick around.

Here are five tips for creating a smoother offboarding experience:

• Make cancellation as easy as the method used to buy or sign up. If customers can sign up easily online, they should also be able to cancel easily online. Simple as that.
• Remind users of your product’s key benefits. Consider how Canva (left) reiterates the features users will miss out on by canceling—it even shows an example image comparing its free and pro plans. This is more likely to persuade users to stay than Otter.ai’s approach (right).

• Give users an option to pause their subscription or skip a month. Sometimes the reason customers want to leave is a matter of timing, or something else outside of your control. By offering the ability to pause or temporarily deactivate their accounts, you can stop customers from leaving altogether. And if you note that you’ll save their data, there’s a better chance they’ll return later on.

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• Include a “salvage” offer to retain customers. If you sell a subscription, offer a discount to renew customers’ contracts. Or, depending on your product, offer users an extension of their trial (e.g., for another 60 days) or the ability to swap out a product for another one. Just be sure to present your salvage offer alongside your cancellation option—you don’t want customers to feel cornered.
• Make it easy to identify the cause of cancellation. Set up a quick, one-question survey with options like “Too expensive,” “Technical issues,” or “Switching to another product.” Include an optional field where users can add any comments. Don’t ask for a phone call to collect feedback—it can feel like a burden and further sour unhappy customer experiences.

Referrals are like adding fuel to your existing word of mouth (WOM) fire. They encourage WOM by offering an incentive for recommending your business to others.

While you’re investing in building a referral program, do some research to see if people who are already referring you organically want to do so formally.

Two ways to find organic referrals: 1) Check your site analytics, and 2) dig into your social media.

1. Site analytics

Check which sites are referring significant traffic to yours. In Google Analytics, navigate to the Acquisition tab > All Traffic > Source/Medium.

If a source in your list is reputable and speaks fondly of your product, reach out to them. See if you can form a relationship and test a formal referral program.

Set up goal tracking in Google Analytics to measure the number of new users who visit your site from a referral source. Use that as a source of truth when negotiating compensation or other forms of incentives with partner websites.

2. Social media

To find out how customers are talking about your business organically, do some social listening.

• On Twitter: In the advanced search window, type your product and business’s name in brackets in the “any of these words” section. This will show you all the public tweets that mention your business or product name. You can also use Tweetdeck to track mentions. Engage with high-quality posters. See if they’re willing to join your formal referral program.
• On LinkedIn: In the search bar, type the name of your business. Then click Posts > Date Posted. Set the time frame to “past month.” Click Show Results > Sort By > Latest > Show Results. You now have a filtered list of all the posts from the last month that mentioned your business. Search the results for any that speak highly of your brand. Reach out to see if they’d be willing to join your program.

For more on referrals, check out our process for launching a program here.

When users start struggling with a service or an app, they often get discouraged and stop using it entirely.

People don’t tend to continue using things they feel bad at.

For example, a user might stop playing a game if they’re stuck on a single level for many days.

But this struggle is a great opportunity to use personalization to retain users.

By providing personalized support—helpful tips, links to resources, or, in some cases, discounts on helpful upgrades—you can retain users who otherwise churn out of frustration.

You can automate this tactic based on event triggers specific to your service or app. A few examples:

• Mobile games: number of games / levels failed
• Dating apps: number of matches per user
• Educational apps / services: number of failed quizzes

Here’s how this personalization might play out:

The dating app Tinder could calculate the number of matches each user receives and then compare it against the average number of matches across all users. Then it could identify users receiving a relatively low number of matches and deliver personalized content like tips on how to improve their profile. Alternatively, it could offer a discount on an upgrade or special feature that could solve the frustration.

Providing support to struggling users ultimately motivates them to stay.

Most list posts (listicles) are utilitarian, boring, and easily copied by rivals.

They have titles like:

• The Top 10 DSLR Cameras
• The 5 Best CRM Products
• The Complete List of SEO Tools
• And so on

These types of posts may generate a ton of pageviews—but they rarely generate revenue (a common goal of listicles).

You can transform your listicles from generic, copycat content into unique, defensible, revenue-generating assets in five steps. Here's how.

1. Choose novel selection criteria. Most listicles are “Google research papers.” The writer searches a target keyword, skims the search engine results page (SERP), and grabs an assortment of popular things to include in their article. This isn’t effective since you’re recycling the same information as everyone else.

To differentiate your listicle and pique the reader's interest, you need a strong hook.

• Ditch the "best" qualifier and try something less common (e.g., Overlooked / Foundational / Overrated…)
• Target a specific reader or use case (e.g., X for Content Marketers / CMOs / Ad Specialists…)
• Pick a specific product trait (e.g., X Overlooked Browser-Based / Freemium / No Code…)

2. Surface your thought process. Even though you’re curating objective information, your writing still needs to persuade. You are the expert and your job is to persuade the reader that your list is worth trusting. To do that, share your thought process and selection criteria (why you chose what you chose).

• Why did you include it? "It's the most recommended…" or "It's the lowest-priced…"
• Why not other options? "We excluded apps that don't offer a free trial…"
• Is there something novel or unexpected about it? "Though not a conventional SEO tool, this AI content app offers the same keyword research data at a lower price."

3. Share personal experience to demonstrate credibility. Readers can tell when a writer doesn’t have firsthand experience. So even if your articles rank for their target keywords, readers won't trust your advice. If you want your listicles to convert readers, you need to prove to them that you have firsthand experience with the things you're writing about. Here are a few ways to do that.

• Take screenshots of software you're reviewing (any part that can't be accessed without logging in).
• Take your own product photos—even better if you include yourself in the photos.
• Share personal anecdotes about your experience that only a real user could have.

4. Lean on the experiences of others. If you can't experience the product or service firsthand, base your listicle on the experience of people who have. That means surveying and quoting audiences and synthesizing firsthand experiences from users.

• If you have access to a large audience (i.e., email list or social media following), survey them and share your research in the listicle.
• If you don't, interview a subject matter expert and share their insights to lend credibility to your list.

5. Make a single, opinionated recommendation. Listicles are meant to help readers make a decision. Most listicles are good at collecting things but usually go overboard with too many choices. This only makes it harder for the reader. Great listicles go out on a limb and make a strong recommendation. And readers trust it because it was written based on firsthand experience and clear selection criteria.

• For example, the product review site, Wirecutter, reviewed over 250 wine glasses and still managed to come up with a single final recommendation for its readership.

Can you guess which of these two headlines did better than the other?

• 2 reasons why the price of silver will rise steeply
• 2 reasons why the price of silver may rise steeply

You might expect the first to perform better because it’s bolder. It makes a definitive claim: the price of silver will rise.

But according to copywriter Gary Bencivenga, the headline that used “may” outperformed its counterpart by 200%.

Why?

The one-word difference qualifies the rest of the statement—it’s a condition telling readers that the claim being made isn’t 100% certain. So it feels more realistic. Even credible.

Here are some examples of how companies use conditional claims to build more trust:

• "A/B testing can transform your business—if you do it right” (headline on VentureBeat)
• “Zoom is probably the most well-received collaboration tool that we’ve seen...in 20 years.” (the first testimonial shown on Zoom’s homepage)
• “When it’s time to get granular regarding competitor traffic stats, the Top Pages report in Traffic Analytics is hard to beat.” (an announcement from Semrush)

Note the italicized phrases that create a condition—they ground the claims and make them feel more believable—they’re not absolute statements.

To build more trust with readers, try using* conditional claims in your own copywriting.

One easy way to do it: use an “if... then” statement. Define a clear requirement (if), and then write your promise (then).

*See what we did there? In most of our tactics and recommendations, we use conditional language—we can’t say with 100% certainty that growth will follow.

Repeat customers spend ~67% more than first-time buyers. And it costs 6-7x more to turn a new visitor into a customer than it does to retain an existing customer.

Improving retention can fix a leaky-bucket business, yet only 18% of companies focus on it.

To increase profitability and lower marketing costs, consider implementing the following four retention strategies.

1. Start a loyalty program. Loyalty programs incentivize customers to return to your site to buy, reengage with your product, and promote your product on your behalf.

Tools like Loyalty Lion or Smile.io can get you started.

Here are a few loyalty models to explore:

• Free newsletters: Encourage sharing in exchange for premium content or shoutouts.
• Paid newsletters: Reward your top advocates with comped subscriptions.
• B2B: Offer training, tools, and invitations to members-only events.
• Ecommerce: Create a tiered membership program that rewards customers with points, perks, or discounts. For example, Sephora's Beauty Insider has over 25 million members, and those members account for ~80% of Sephora's annual sales.

2. Collect feedback throughout the sales process. When implemented, customer feedback can help lower CAC, improve your marketing's effectiveness, and improve retention.

How to implement:

• Collect feedback from on-site forms, social media, email and post-purchase surveys, and heatmaps.
• Look for repeat questions and complaints about your product or website, as well as requests for new features and products. Apply the most common feedback.

3. Follow an omnichannel engagement strategy. Compared to single-channel marketing, an omnichannel approach can improve retention rates and engagement by 90%.

Quality engagement always starts with quality content. Here are a few ways to encourage omnichannel engagement via content and community:

• Reply to social media and blog comments.
• Host special events (webinars, workshops, AMAs, interviews).
• Start and maintain a well-organized Slack or Discord channel.
• Personalize email as much as possible.
• Involve your audience in content creation (crowdsourcing).

4. Provide exceptional customer support. Anticipate all the different ways someone might need support (see point #2), and implement as many as make sense for your business.

• Add a prominent live chat to your website that shows when your team is available and ready for questions.
• Create a well-organized knowledge database that lets customers search for answers themselves.
• Create and moderate a community forum that allows users to help each other.
• Write comprehensive blog posts addressing common issues and questions.
• Create video tutorials or educational courses about your product or service.

Keep track of what you learn, and make gradual changes that address your target audience's goals, pain points, and interests. Accomplish that, and you'll have no problem boosting your retention rate.

Check out this Patagonia ad:

(Image source: @dailyadcoffee)

Copywriter Jon Morrow defines power words as “persuasive, descriptive words that trigger a positive or negative emotional response. They can make us feel scared, encouraged, aroused, angry, greedy, safe, or curious.”

If you “sprinkle in a few, … you can transform dull, lifeless words into persuasive words that compel readers to take action.”

What’s remarkable about this ad from Patagonia isn’t that it uses power words. All great copywriting does.

The remarkable thing about it is that those power words tap into different emotions depending on the order you read them in.

Reading from top down, they cause anger and fear: screwed, it’s too late, we don’t trust anyone, we don’t have a choice.

From the bottom up, the emphasis changes entirely, to hope and encouragement: choice, livable, imagine, healthy future.

Brilliant.

The poem is followed by that kicker of a tagline: “Buy Less, Demand More.” That’s shocking from a retailer—and extremely affecting.

The takeaway? Appeal to your readers’ emotions. We tend to think of decision making as being connected to the rational part of our brain, but the opposite is true. Decision making is emotional.

Feelings dictate decisions. Emotional responses are why we share things that go viral, why we donate to causes, and why we buy what we buy (or don’t buy what we don’t need, in the case of Patagonia).

Refer back to Morrow’s list as you write your copy. Consider how your writing instills fear, encouragement, arousal, anger, greed, safety, or curiosity. If, instead of triggering a high-arousal emotion, it makes you feel merely content, a little bit sad, or just kind of bored, it’s time for a rewrite.

That Patagonia ad is one in a collection of the strongest copywriting examples we’ve come across. You can check out the full article here.

Referral programs have three phases of maturity. Understanding yours will help you maximize your referrals ROI.

• Phase 1: Test—when your referral program is starting out
• Phase 2: Prove—when you’re optimizing it
• Phase 3: Scale—when you’re growing and streamlining it

Phase 1: Test. The point of this phase is to test your referral program incentive as quickly and cheaply as possible. Iteration is the action, profitability is the goal.

Here’s what this phase might look like:

• Find your top 10-20% most engaged customers. Run a pilot with them by sending them individualized emails describing your referral program.
• Fulfill the incentives manually. Engage with new prospects 1:1 and learn from them.
• Refine your messaging, incentive, and process over time.

Spend time on this phase. Early-stage referral programs are not yet “set it and forget it.” Just like any other marketing channel, they must be actively monitored and improved before you start scaling up.

Test, then invest.

Phase 2: Prove. Once you find an incentive that converts and messaging that resonates, start removing friction from the process.

• Optimize the experience to make it as few clicks as possible (for the customer first, then the prospect, then your internal team). Start using low-cost automations for repetitive tasks.
• Continue to refine your messaging and learn from your new customers.

Phase 3: Scale. When your referral program is predictably generating prospects—and the economics still make sense—it’s time to invest in referral program software, like Rewardful, GrowSurf, or Referral Rock.

Create feedback loops so your referrers know their efforts are paying off. Even if their sharing doesn't yield a referral, seeing that their friend clicked and viewed is still encouraging (and might spur another referral).

Keep an eye on your economics to make sure customer acquisition cost (CAC) is comparable to your other acquisition channels. Monitor the quality of your prospects to keep out any fraudulent gaming of the program.

How much should you charge, and how should you charge (e.g., subscription, usage-based, flat rate)?

When establishing your business model and answering those questions, be sure to factor in friction.

Your product’s friction should align with your model’s friction. A low-friction product should have a low-friction business model. A high-friction product should typically have a higher-friction business model.

• A low-friction product is easy to use to accomplish a product’s job-to-be-done. It’s easy to get started in and stick with. Examples: TikTok, Gmail. Those have low model friction, too—they’re free. Free trials, freemium, or just plain free often align with simple products.
• A high-friction product has a more complex onboarding and use process. Experiencing full product value and forming a product habit take longer. Examples: Salesforce, Palantir. They have high model friction, too, such as higher pricing, add-ons, and variable pricing.

When product and model friction don’t align, there’s a risk that your product’s value won’t get realized, your unit economics (CAC and ARPU) won’t work, and growth potential will be stymied.

• Low product friction and high model friction: Not competitive. You’ll lose out to competitors who make it easier to pay or offer a more affordable solution. Because of the pricing barriers to entry, you’ll limit the number of users who experience your product’s job-to-be-done—and limit growth. Hypothetical example: if Instagram were to start charging a monthly fee.
• High product friction and low model friction: If you have a highly complex product, it probably can’t be learned during a free trial or freemium use. Users wouldn’t get the maximum value from your product. If you were to offer onboarding services to help free trialers get the most out of your product, your CAC would go up and could become unsustainable.

Because of the importance of aligning product and model friction, successful low-ARPU products tend to be low-friction (like social media apps), and successful high-ARPU products tend to be high-friction (like enterprise B2B SaaS).

Good creative is the biggest driver of ad success in a post-iOS 14 world.

Your ads need to resonate with your audience. No amount of sophisticated targeting or optimization tweaks will save your campaigns—that's what makes creative testing so crucial.

Here’s a look at Thesis’ creative testing methodology. Consider using it to find learnings faster and protect your core campaigns from creative flops.

Step 1. Use a simplified account structure. Three campaigns, 3-4 ad sets per campaign, with 3-6 live ads in each. The campaigns:

• Campaign 1: Creative testing. Isolate creative testing into a separate campaign to ensure live tests won't impact your core campaign performance. This also allows you to force spend to drive faster learnings and curb creative fatigue.
• Campaign 2: Prospecting. Move winners from your creative testing campaign into a separate prospecting campaign. This campaign contains only your best-performing ads.
• Campaign 3: Retargeting. Again, move winners from your testing campaign into a separate retargeting campaign. You can test the prospecting creative as is, only changing the specific offer or discount for your retargeting promotions.

Step 1a. Allocate ~20% of your budget to creative testing. Use your CPA target and this formula to calculate (approximate) starting daily spend:

• First, calculate your weekly budget by multiplying your target CPA by 50 (minimum weekly conversion threshold needed to exit the learning phase).
• Then, divide your calculated weekly budget by 7 to arrive at your daily budget.
• Here's a hypothetical example using a $35 CPA:
• $35 x 50 = $1750
• $1750 / 7 day = $250 daily budget

Step 2. Set up a creative test. Use broad targeting—it's the most scalable (and often the cheapest). Each creative concept gets its own separate ad set containing up to six variants.

Only test elements of the ad unit itself (e.g., ad formats, new images or videos, thumbnails, copy, or CTAs). Here's an example of a net-new video test:

• Create a new ad set for your video test.
• Choose one element to test. If the video is untested, start by testing different hooks or altering the first three seconds of footage.
• Launch test.

Step 3. Run creative tests for at least three days, then make a call. After about three days of running a new test, you'll typically run into one of the following scenarios:

• Results are excellent: CPA is lower than average. At least 1-2 variants show signs of traction. Start scaling spend by ~20% every three days directly in the creative testing campaign. If you have the budget, you can increase spend by 50%-100% to drive learnings even faster.
• Duplicate the winning ad into your core prospecting and retargeting campaigns.
• Results are average: Only a few purchases are generated, falling within 10%-20% of your CPA targets. Start optimizing at the ad level and turn off worst performers to give other ads more spend.
• If an ad reaches 2X your average CPA without a purchase, turn it off.
• If no winners are found in the test after 5-7 days, turn off the ad set.
• Results are bad: CPAs are high (2X normal or greater) across the board, engagement rate is poor, and there are little to no purchases generated from the new creative test.
• Follow the same optimization process from the previous bullet point.

Don’t turn off any ad set that's performing well during your creative tests. Keep it running in your testing campaign as long as results remain strong.

If you have an ecommerce site, best practice is to keep your menu (navbar) as simple as possible.

That’s not to say that every ecommerce brand should remove its informational pages—e.g., blog, About Us, FAQ—from their menu. For some, those links will help conversion, not hinder it.

A general rule of thumb for you to consider:

• If your brand has a relatively low average order value and you’re not selling a complex, ultra-specialized, or mission-driven product, move your informational pages and blog out of your menu and into your footer.
• For higher-priced, sophisticated, or story-oriented products, content marketing and info pages could increase conversion. These can factor into the consideration, intent, and evaluation stages of a buyer’s journey. Your navbar might be a good place for them.

Examples: Allbirds has a page about sustainability in its navbar. That's a core value that many shoppers will connect with and support. Judy puts FAQs in its navbar, since the decision to buy a disaster prep kit brings a lot of questions with it. On the other hand, the navbars for Nomatic and Clevertify focus on their relatively straightforward products (backpacks and baby clothes).

This boils down to a simple question to ask about any page: Will it help prospects convert or distract them from converting?

When it’s done right, cold email is one of the highest ROI activities for growing your business. In fact, good cold emails get response rates between 2% and 10%—and even better ones get rates above 40%.

Here's the framework we use to write emails of the latter caliber:

• Opening line: Your first sentence must grab attention. Since it also appears as your email’s preview text in the inbox, your goal is to intrigue readers enough to open your email. We recommend personalizing this line so it doesn’t read like the other poorly written cold emails people get in their inboxes.
  
• Context: Why you’re reaching out. For instance, because you noticed that the recipient is using a particular tool and might have a certain pain point. The more specific, the better. This is also a good place for a quick intro.
  
• Value proposition: How you offer value. Don’t be salesy. Focus on describing your product’s benefits rather than its specific features. If true, highlight the fact that your product genuinely solves a problem for your recipient better than an alternative they’re already using.
  
• Wrap-up: One clear call to action. If this is your first email, ask for someone’s interest instead of their time. “Think we might be a good fit?" works better than “Let’s book a call” since replying “yes” is lower friction than immediately booking a call with a stranger.

Note that it’s not enough to just write one email in hopes of reaching your target audience. Write multiple—test different opening lines, value props, etc. Create different versions to experiment with.

For inspiration, take a look at this cold email that uses this exact formula:

Read more about sending better cold emails here.

In a survey of ~600 SaaS companies, nearly half (45%) had usage-based pricing in 2021— that’s up from 27% in 2018.

What is usage-based pricing? It’s charging for customers’ use of or transactions with your product. The more they use it, the more they pay.

Examples:

• SendGrid users pay for emails/month.
• HubSpot users pay for marketing contacts.
• Wistia users pay for videos or podcast episodes.

Usage-based pricing is generally considered the SaaS gold standard. When you align your pricing with product value, users stick around. They came to your product because of the value it offers, and they’ll stay if they’re paying for what they’re getting out of it.

If usage-based pricing is right for your business, the first step is to figure out what you’d charge for—what your value metric should be (like “marketing contacts” for HubSpot). Here’s an abbreviated version of a framework for that process:

1. Define your job-to-be-done: what it is your customers “hire” your product/service to do. Example for a language-learning app: “self-paced language learning.”
2. Convert your JTBD into proxies. Examples for the language-learning app: courses taken, live classes scheduled, test score improvement.
3. Answer these questions for each proxy: Does it align with customers’ needs? Is it scalable? Is it clear? Does it make sense as a way to acquire and retain customers? Do price and value scale proportionately?
4. If any of your proxies have all “yes” responses to the above questions, include them in a customer survey. Use max-differential sets to find the right feature for your value metric. These force respondents to pick the most and least important item from a list, helping to identify what your audience truly values (and they’re available in survey platforms like SurveyKing).

We get much more in-depth with this framework in our Growth Program’s pricing module, where we also help you determine whether usage-based pricing is right for your startup. But these four steps provide an overview of the customer-first approach you should take with usage-based pricing.

Product seeding is the act of sending your product to influencers so they'll promote it to their audiences—organically. Some call it gifting.

Most brands approach seeding by immediately pushing contracts or content obligations on influencers.

We advise taking a more hands-off approach instead. That is, identify relevant influencers that align with your brand. Send out your product and make it clear there are no strings attached. Then see which influencers create content about your product without being asked. Use a tool like Archive or MightyScout to track influencer stories and posts that mention your brand.

Product seeding has three major benefits:

1. It has a higher potential ROI than traditional influencer marketing, which often requires a large upfront investment. Though product seeding means giving away your product for free, organic exposure from just one influencer can quickly offset this cost.
   
2. It identifies influencers who genuinely love your product—creating the perfect foundation for an effective, long-term, and mutually beneficial relationship. Example: After the Rowing Blazers team got word that Pete Davidson was wearing their apparel, they reached out for a collab—and got a very enthusiastic response.
   
3. You can easily repurpose this user-generated content for other channels, like ads. This is where serious growth comes in. You can get loads of high-quality, influencer-generated content, for free, from genuine product adopters. Taylor Lagace scaled Animal House Fitness from 0 to $1M in 4 months by using this seeding and ad approach.

We’d recommend seeding micro-influencers (those with under 50k followers). Big-time influencers who create for a living expect to get paid for their work upfront, whereas smaller influencers might appreciate the free product. For more insights on influencers, check out our creator marketing playbook.

There are two main signals Google’s algorithm looks at to rank your pages:

• The types of sites linking to you: What are they? And how big, relevant, and authoritative are they? These are backlinks.
• Your internal link structure: How are you linking pages together? Does your link structure enable productive link flow?

Most marketers over-fixate on backlinks, when they should be paying more attention to internal link structure.

Think of your website as an electrical circuit:

• Backlinks supply energy to the circuit in the form of electrical current (link flow).
• Each page functions as a component of the circuit board.
• Unless each component is calibrated and strung together just right, electrical current won't flow, and the circuit won't function.

To get the most benefit from backlinks, link up your pages in a way that distributes link flow productively throughout your website.

Here are two ways to do it:

• Distribute link flow to high–search value pages. Every internal link you create sends a signal to Google that you think that page is important.
• Your “About us” page may be valuable to you and your site visitors, but if that page has no search value, you’re sending Google the wrong message by linking to it internally.
• As a rule of thumb, remove these links where possible, especially if they’re repeated often. Then prioritize creating links to key pages that are better optimized for search. Think: valuable blog posts and pages that are designed to convert.
• Avoid linking to weak or duplicate content.
• Duplicate content tells search engines that your site has poor content quality. Linking to these pages only adds insult to injury. Apart from your header and footer, make sure your pages share less than ~50% of the same words.
• Pages that are considered “weak” in Google’s eyes typically have low word counts and little information. Think: all the short, half-hearted blog posts of the internet—abundant in quantity, but never quality. To make your link flow more productive, avoid linking to these pages (better yet, avoid having them altogether).

After The Hustle published an article about Hint Water, the flavored water company saw their CPC drop from ~$5 to < 10¢. Their cost to acquire customers dropped from $80 to $25.

(Source: Nik Sharma during our Growth Summit. That’s an unlisted video, just for DC readers.)

We view PR as an “unscalable channel.” It can help you get traction, but growth won’t compound as you put more resources behind it.

But that doesn’t mean a single media hit can’t cause growth to skyrocket. Think of it as performance PR: using media to earn revenue.

Here are three ways to increase your chances of getting viral PR:

1. Run social media ads to your target demographic within a specific location: where editors who cover your industry are. Then reach out to those editors. People view the things they’re familiar with as better. Editors are more likely to respond since they’ll already be familiar with your company because of your ads.
2. Pretty much all major media companies are on affiliate platforms. To increase your chances of media traction, join one of those platforms (like Impact, Skimlinks, or ShareASale)—especially if you’re DTC. A higher affiliate percentage usually ups the likelihood of a mention.
3. As Bell Curve’s growth strategist Stephanie Jiang puts it, “Media drives media.” Put ad spend behind existing media mentions. They have third-party validation, which carries more weight than a company talking about itself.