Guide / Conversion Infrastructure
Case studies
What it means
Conversion assets reduce confusion and risk. They help interested visitors understand the product and believe it can work for them.
The useful version of this topic is not theoretical. It should change something visible: the customer you choose, the words on the page, the offer in the email, the onboarding step you remove, or the metric you watch every week.
A good test is whether a founder could use this page and do something before lunch. If the answer is no, the topic is still too abstract.
Actions
Start with the smallest action that creates contact with reality. For early distribution, reality usually means a buyer, a user, a search result, a conversation, or a payment.
- Answer the buyer's biggest question on the page.
- Show proof that matches the ICP.
- Make the next action obvious.
Measure
Measure the signal closest to customer progress. Vanity numbers are allowed only if they predict something better later.
- CTA clicks
- Demo requests
- Visitor-to-signup rate
Template
Assumption: [what we currently believe] Evidence: [what customers have said or done] Action: [one practical thing to try] Owner: [who will do it] Metric: [how we know it worked]