Design

I’ve watched too many promising B2B SaaS trials fizzle out because onboarding was treated like an afterthought. A great product is necessary but not sufficient — the way you introduce new users to value determines whether they stay. In this piece I’ll walk you through how I design onboarding flows specifically aimed at improving trial-to-paid conversion: the mindset, the measurable steps, the content patterns, and the tooling that actually...

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I’ve redesigned more than a handful of checkout flows for startups and independent shops, and one pattern keeps repeating: the places where people drop off are rarely about price alone. They’re about friction — micro-moments where the experience interrupts intent. In this piece I’ll walk through a practical, tactical approach to redesigning a checkout to reduce cart abandonment, with concrete heuristics, copy and UI patterns you can...

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When Google Analytics tells me a page has a high bounce rate and low time on page, my immediate reaction is less about blaming the metric and more about treating it like a symptom. It means people are arriving, not finding what they expected, and leaving fast. Over the years I’ve learned to approach this with a mix of quick fixes and investigative work—some changes you can ship in an hour, others need testing and tracking. Below I walk...

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I often get asked how to increase signups without touching price — and the short answer is microcopy. Tiny lines of text across your signup flow shape expectations, reduce friction, and persuade people who are one small doubt away from leaving. Over the years I’ve nudged conversion rates simply by rewriting a button label, changing an error message, or adding a one-line reassurance. Below I share a practical playbook you can use right...

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