 The Growth Newsletter #042
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Exciting news—we're creating live growth workshops
We're hosting in-depth, advanced growth workshops on four awesome topics.
Click this link to see which. Fill out that survey to save your spot.
Each will be $490. We will likely make these courses within a few months!
1. Test product categories in your header menu Insight from Demand Curve.
Most ecommerce stores use one main navigation item, like ‘Products’ or ‘Shop’, as a dropdown for all of their product categories.
This can damage conversion.
When a customer arrives on your site, they’re immediately scanning for products. If it's not easy for them to find what they’re looking for, they’ll bounce.
Try this: Feature your product categories in your header menu. If you have dozens of categories, group them together to reduce friction. Once a customer feels that they are headed in the right direction (they’ve clicked a relevant category), they’ll feel better about continuing their search.
Worth testing: If you have one, clear, best-selling product, consider linking it directly in your header menu. It's likely that people visiting your site are coming specifically for your best-seller. They might have seen it in an ad or heard about it through word of mouth. Seeing it in your header menu is confirmation that it's worth clicking on. 2. Best practices for 4 critical email flows Insight from Demand Curve.
Triggered emails typically convert better than broadcast emails. (It's reported that they drive 624% more conversions than broadcasts.)
Triggered emails are pre-written campaigns that trigger based on someone's engagement with your site or app.
4 trigger-based campaigns are more profitable than the rest. Here's how to get them right:
1. Welcome nurture: Welcome emails often get 4x more opens and 5x more clicks than your other promo emails.
2. Abandoned cart: This will likely be the most profitable email you'll ever send. Adding to cart shows massive buying intent.
3. New customer post-purchase: You've got your customer's undivided attention—get them excited.
4. Customer re-engagement: Each subsequent purchase increases your customer's lifetime value. And it's cheaper to re-engage existing customers than it is to acquire new ones.
3. Use product customization to grow conversion Insight from Demand Curve.
People place a higher value on things that they have a hand in creating. If you allow people to customize your product, they'll either convert at a higher rate, or pay more for it.
Two examples of customization:
Ecommerce: Converse allows shoppers to choose the color, shape, and star placement of their famous All-Star shoes.
SaaS: Slack lets users customize their setup with bots and integrations. Customization in SaaS also improves rentention—switching costs rise as users integrate other tools.
A lesser-known benefit: Customization generates valuable data. Take Converse. If people self-select one particular color or style more than the rest, Converse can use that data to create a core product line.
Brand new stuff (and we're hiring) Demand Curve has 3 awesome roles that we're looking to fill. We'll pay well, give you autonomy, and you'll work with a great team (all positions are remote).
Open roles:
Great tool for remote teams: We're a distributed team, and we work with freelancers from all over the world. Panther makes it easy to work with international employees—they handle all of the logistics. So you can hire the best people regardless of where they live. Check them out here. . . Join us for a magic show: Our friend Brett Schneider—a critically acclaimed magician—has put on shows for both the DC team and our community in the past. We loved them so much that we're asking him back a third time for a completely new magic show—for you. If you're up for an engaging, virtual show, join us on Wednesday, June 16th at 12:00 pm PST. Click here to sign up.
And you can learn more about Brett and book him here. . . 
Something fun |
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