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Last updated: July 2019
Our least favorite business writing is the type that takes 300 pages to make a single point. We prefer writing that’s dense in concepts and insights—like Gabriel Weinberg’s list of “Mental Models I Find Repeatedly Useful.”
Gabriel is CEO of the disruptive search engine DuckDuckGo. His list can be tiring to read but only because it is so rich in wisdom.
Incidentally, the mental model we find to be most useful is Genchi Genbutsu—which is Japanese for “actual place, actual thing.” Most management books encourage managers to abstract their job into a set of numbers and then to avoid “micro-managing” the detail. In our experience, the big breakthroughs come from those who get their hands dirty, who go to the place where the action is happening, who look at the data, who use the products, and who speak to the customers while they are using the website.
If you ever find yourself wasting time watching funny videos, then you might as well watch ones that are entertaining and great examples of persuasion.
Videos Worth Sharing is a series of articles from Skeleton Productions. We enjoy receiving the email updates.
Entertaining and persuasive is a rare combination; most marketing videos aren’t either of those things, so heaven knows how much nonsense Skeleton has to trawl through to find the good examples.
We also like the way that Skeleton categorizes marketing videos into 13 types. It also notes the function of each video, plus whether it is
We recently received a bill for $1,500 for just two days of domestic mobile data. It taught us several lessons:
If you suspect that you—or your friends and family—aren’t making the most of your phone’s camera, this guide from Apple can be useful. Most of the tips are applicable for all phones.
We’ve observed that great conversion practitioners tend to be generally great at creating things—not just designing web funnels but writing songs, building houses, coding software, and winning rap battles(!) In fact, about two-thirds of our team members are also adept musicians.
This has led us to start studying the wider subject of creators—what they have in common and how they learned their skills. In this blog post, creator extraordinaire Jacques Mattheij describes how he acquired a garage-full of Lego. And how he invented a machine that uses machine learning to sort all the bricks.
Jacques is a technical genius. In the ’90s, he invented the live-streaming webcam. The blog post gives a great insight into how his mind works. We were fascinated to see how he chose the project, how he solved all the steps, and what an amazing learning opportunity it turned out to be. Jacques said, “What I love about this whole project … It’s an endless series of seemingly simple puzzles. Then you start solving them and they turn out to be much more complicated than you thought. Until you hit the solution, and then it’s simple again.”
That’s true of most conversion problems—and maybe true when making anything.
We are actively hiring. If you know someone who’s world-class at winning A/B tests, please encourage them to apply. The position description and application form are here.
1. We have already grown companies just like yours. (We have helped to grow clients in 37 countries in 11 languages.) So wherever you are in the world, if you’d like us to work on your website—to dramatically increase its profits—then claim your FREE website strategy session. On this free phone consultation, one of our experts will discuss your conversion goals and suggest strategies to double your sales.
2. If you’d like to learn conversion for free, go to our “Learning Zone” page, where you can download templates of million-dollar winning pages. Or, if you’d like us to build your company’s in-house capabilities (not for free), then contact us and we’ll discuss your requirements.
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