# Growth Playbook

Journey mapping, funnel diagnostics, content planning, email sequence templates, and metric benchmarks.

## Table of Contents

1. [Customer Journey Map Template](#1-customer-journey-map-template)
2. [Funnel Diagnostic Framework](#2-funnel-diagnostic-framework)
3. [Content Planning System](#3-content-planning-system)
4. [Email Sequence Templates](#4-email-sequence-templates)
5. [Metric Benchmarks by Platform](#5-metric-benchmarks-by-platform)
6. [Channel Prioritization Matrix](#6-channel-prioritization-matrix)
7. [Landing Page Framework](#7-landing-page-framework)
8. [Growth Experiment Process](#8-growth-experiment-process)

---

## 1. Customer Journey Map Template

### Map Structure

For each stage, fill in all fields. Empty fields indicate blind spots.

```
═══════════════════════════════════════════
STAGE: [AWARENESS / CONSIDERATION / DECISION / ONBOARDING / RETENTION / ADVOCACY]
═══════════════════════════════════════════

CUSTOMER'S GOAL:
  [What are they trying to accomplish at this stage?]

KEY QUESTIONS:
  - [What are they asking themselves?]
  - [What information do they need?]
  - [What concerns are top of mind?]

TOUCHPOINTS:
  - [Where do they interact with the brand?]
  - [Channel: organic search, social, email, in-app, etc.]
  - [Specific pages, emails, or interactions]

CONTENT THAT SERVES THIS STAGE:
  - [Format: blog post, video, email, in-product, etc.]
  - [Topic/theme]
  - [Existing content that maps here, or gaps]

EMOTIONS:
  [What are they feeling? Curious, anxious, excited, frustrated, confident?]

FRICTION POINTS:
  - [What slows them down or causes drop-off?]
  - [Technical: slow page, confusing nav, broken flow]
  - [Psychological: unclear value, trust gap, decision fatigue]

METRICS:
  - [Input metric: what you control - e.g., emails sent, pages published]
  - [Output metric: what results - e.g., signups, purchases]
  - [Current value if known]

OPPORTUNITIES:
  - [What could you do to improve this stage?]
  - [Quick wins vs. larger investments]

→ TRANSITION TO NEXT STAGE:
  [What triggers the move from this stage to the next?]
  [What does success look like at this stage?]
```

### Journey Map by Platform Type

**DTC/Shopify stages:**
1. Awareness: discovers brand via social, search, ad, or word of mouth
2. Browse: explores collections, reads about brand
3. Product evaluation: reads descriptions, reviews, compares options
4. Cart/checkout: adds to cart, enters purchase flow
5. Post-purchase: receives confirmation, shipping, delivery
6. Experience: uses product, forms opinion
7. Retention: repurchases, subscribes, or lapses
8. Advocacy: leaves review, shares, refers friends

**SaaS stages:**
1. Awareness: discovers via search, content, ad, or referral
2. Evaluation: reads features, pricing, case studies, reviews
3. Trial/Free: signs up for trial or free plan
4. Activation: reaches the "aha moment" - core value experienced
5. Conversion: upgrades to paid plan
6. Expansion: adds seats, upgrades tier, adopts more features
7. Renewal: renews or churns at renewal point
8. Advocacy: recommends, writes review, participates in community

**Content/Newsletter stages:**
1. Discovery: finds content via search, social, or referral
2. First read: consumes one piece, evaluates quality
3. Subscribe: provides email, joins community
4. Habit formation: opens and reads regularly (first 30 days critical)
5. Deep engagement: clicks links, replies, shares, participates
6. Advocacy: forwards to friends, shares on social, writes about it
7. Monetization: purchases product, clicks sponsorship, enrolls in course

---

## 2. Funnel Diagnostic Framework

### Step 1: Map the Quantitative Funnel

For each stage, capture volume and conversion rate:

```
STAGE              VOLUME IN    VOLUME OUT    CONV. RATE    BENCHMARK
─────────────────────────────────────────────────────────────────────
Visit              [X]          [X]           -             -
→ Signup/Add Cart  [X]          [X]           [X%]          [2-5%]
→ Activate/Begin   [X]          [X]           [X%]          [40-60%]
→ Convert/Purchase [X]          [X]           [X%]          [15-30%]
→ Retain (30 day)  [X]          [X]           [X%]          [varies]
→ Refer            [X]          [X]           [X%]          [5-15%]
```

### Step 2: Find the Biggest Leak

The stage with the lowest conversion rate relative to benchmarks is the bottleneck. But also consider absolute volume: a 2% improvement at a high-volume stage can be worth more than a 20% improvement at a low-volume stage.

**Bottleneck diagnosis questions:**
- Is the drop-off sudden (cliff) or gradual (bleed)?
  - Cliff = likely a specific blocker (broken flow, confusing step, trust gap)
  - Bleed = likely a general quality/relevance issue (weak copy, wrong audience, poor UX)
- Is the drop-off consistent or variable (by segment, channel, device)?
  - Variable = the problem is segment-specific, not universal
- Is the drop-off new or long-standing?
  - New = something changed (site update, market shift, competitor move)
  - Long-standing = structural issue in the journey design

### Step 3: Diagnose Root Cause

| Symptom | Likely Root Cause | Investigation |
|---|---|---|
| Low traffic | Awareness problem | Check SEO health, content output, channel mix |
| High traffic, low signup | Value proposition unclear | Test headline/hero, check page speed, review CTA |
| High signup, low activation | Onboarding friction | Map first-run experience, check time-to-value |
| High activation, low conversion | Pricing/trust gap | Review pricing page, add social proof, test offer |
| Low retention | Product-market fit or lifecycle gap | Survey churned users, audit post-purchase experience |
| Low referral | Satisfaction or mechanics gap | Check NPS, add referral incentive, ask for reviews |

### Step 4: Recommend Fixes

For each diagnosed issue, provide:
- **Quick win** (can implement in < 1 week, low effort)
- **Medium lift** (1-4 weeks, moderate effort)
- **Strategic investment** (1-3 months, high effort, high impact)

---

## 3. Content Planning System

### The Content Strategy Pyramid

```
POSITIONING (from brand-director)
  ↓ determines
CONTENT PILLARS (3-5 themes aligned with positioning + audience needs)
  ↓ determines
TOPIC CLUSTERS (keyword-driven groupings within each pillar)
  ↓ determines
CONTENT CALENDAR (specific pieces, formats, channels, dates)
```

Work top-down. If the calendar doesn't trace back to a pillar, the content is off-strategy.

### Content Pillar Definition

For each pillar:

```
PILLAR: [Theme name]
AUDIENCE NEED: [What problem or question does this address?]
JOURNEY STAGE: [Primary stage this serves]
KEYWORD CLUSTER: [From web-seo-director keyword strategy]
CONTENT FORMATS: [Blog, video, email, social - which formats serve this pillar?]
GOAL: [Awareness, trust, conversion, retention?]
CADENCE: [How often to publish in this pillar]

EXAMPLE TOPICS:
  - [Topic 1]
  - [Topic 2]
  - [Topic 3]
```

### Content Calendar Template

```
WEEK OF: [Date]

| Day | Title | Format | Pillar | Stage | Channel | Keyword | CTA | Status |
|-----|-------|--------|--------|-------|---------|---------|-----|--------|
| Mon | ...   | Blog   | P1     | Awr   | SEO     | ...     | ... | Draft  |
| Wed | ...   | Email  | P2     | Ret   | Email   | -       | ... | Ready  |
| Fri | ...   | Social | P1     | Awr   | IG/X    | -       | ... | Idea   |
```

### Content Repurposing Framework

Every pillar piece should produce derivative content:

```
PILLAR PIECE: [Long-form blog post / video / guide]
  ├── Email excerpt (newsletter teaser with link)
  ├── Social thread (X/LinkedIn - 5-7 posts summarizing key points)
  ├── Social graphic (Instagram/LinkedIn - key stat or quote card)
  ├── Short-form video (TikTok/Reels - 30-60s summary or hook)
  ├── Community post (Reddit/forum - discussion starter using the topic)
  └── Updated FAQ / resource page (if evergreen)
```

One creation → 5-7 distributions. This is how small teams compete with large ones.

---

## 4. Email Sequence Templates

### Welcome / Onboarding Sequence (DTC)

```
Email 1 (Immediate): Welcome + brand story
  Subject: "Welcome to [Brand] - here's what we're about"
  Content: Brand story (brief), what to expect, social links
  CTA: Shop bestsellers / Complete your profile

Email 2 (Day 2): Social proof + bestsellers
  Subject: "What [X,000] customers love about [Product]"
  Content: Reviews/testimonials, bestseller showcase
  CTA: Shop now

Email 3 (Day 4): Behind the scenes / values
  Subject: "How we make [Product] differently"
  Content: Manufacturing, ingredients, sourcing story
  CTA: Learn more / Shop

Email 4 (Day 7): Incentive (if no purchase)
  Subject: "A little something to get you started"
  Content: First-purchase discount or free shipping offer
  CTA: Use code [X] at checkout

Email 5 (Day 10): Education / how-to
  Subject: "How to get the most from [Product]"
  Content: Usage tips, routine integration, FAQ
  CTA: Shop / Read the guide
```

### Welcome / Onboarding Sequence (SaaS)

```
Email 1 (Immediate): Welcome + single activation action
  Subject: "You're in - here's your first step"
  Content: One clear action to reach first value moment
  CTA: [Do the one thing]

Email 2 (Day 1): Quick win tutorial
  Subject: "Do this in 2 minutes: [specific outcome]"
  Content: Short tutorial driving key activation metric
  CTA: Try it now

Email 3 (Day 3): Use case inspiration
  Subject: "How [similar user/company] uses [Product]"
  Content: Brief case study aligned with user's segment
  CTA: Try this workflow

Email 4 (Day 5): Feature spotlight
  Subject: "You haven't tried [Feature] yet"
  Content: Highlight underused feature with clear benefit
  CTA: Explore [Feature]

Email 5 (Day 7): Check-in + support
  Subject: "How's it going? (hit reply - I read every one)"
  Content: Genuine check-in, link to help resources, invite feedback
  CTA: Reply / Visit help center

Email 6 (Day 10): Social proof + upgrade nudge
  Subject: "[X] teams upgraded this month - here's why"
  Content: Upgrade benefits, limited-time offer if applicable
  CTA: See plans / Upgrade
```

### Abandoned Cart Sequence (DTC)

```
Email 1 (1 hour): Reminder
  Subject: "You left something behind"
  Content: Cart contents with images, simple reminder
  CTA: Complete your order

Email 2 (24 hours): Objection handling
  Subject: "Questions about [Product]?"
  Content: FAQ, shipping info, return policy, review snippets
  CTA: Complete your order

Email 3 (48 hours): Incentive
  Subject: "Still thinking? Here's 10% off"
  Content: Discount code, urgency (cart expires soon), final CTA
  CTA: Use code [X] to complete your order
```

### Win-Back Sequence (both)

```
Email 1 (30 days inactive): "We miss you"
  Subject: "It's been a while, [Name]"
  Content: What's new since they left, soft re-engagement
  CTA: Come back and see what's new

Email 2 (45 days): Value reminder
  Subject: "Remember why you signed up?"
  Content: Remind of core value, share relevant customer story
  CTA: [Re-engage action]

Email 3 (60 days): Final offer
  Subject: "Last chance: [incentive] waiting for you"
  Content: Incentive (discount, extended trial, bonus), clear deadline
  CTA: Claim your [incentive]

Email 4 (75 days): Sunset / preference
  Subject: "Should we keep emailing you?"
  Content: Honest ask - stay or unsubscribe. Respect the answer.
  CTA: Keep me / Unsubscribe
```

---

## 5. Metric Benchmarks by Platform

### DTC / Shopify

| Metric | Median | Good | Great |
|---|---|---|---|
| Site conversion rate | 1.5-2% | 2.5-3.5% | 4%+ |
| Add-to-cart rate | 5-8% | 8-12% | 12%+ |
| Cart-to-checkout rate | 40-50% | 50-65% | 65%+ |
| Email capture rate (popup) | 2-3% | 4-6% | 7%+ |
| Email open rate | 25-30% | 35-45% | 45%+ |
| Email click rate | 2-3% | 3-5% | 5%+ |
| Repeat purchase rate (12mo) | 20-25% | 30-40% | 40%+ |
| LTV:CAC ratio | 2:1 | 3:1 | 5:1+ |
| Abandoned cart recovery rate | 3-5% | 5-10% | 10-15% |

### SaaS

| Metric | Median | Good | Great |
|---|---|---|---|
| Visitor → Free trial/signup | 2-5% | 5-10% | 10%+ |
| Trial → Activation | 30-40% | 40-60% | 60%+ |
| Trial → Paid conversion | 10-15% | 15-25% | 25%+ |
| Monthly churn (SMB) | 5-8% | 3-5% | <3% |
| Monthly churn (Enterprise) | 1-3% | <1% | <0.5% |
| Net revenue retention | 90-100% | 100-110% | 110%+ |
| LTV:CAC ratio | 2:1 | 3:1 | 5:1+ |
| Payback period | 12-18 mo | 6-12 mo | <6 mo |

### Content / Newsletter

| Metric | Median | Good | Great |
|---|---|---|---|
| Email open rate | 30-40% | 40-50% | 50%+ |
| Email click rate | 3-5% | 5-8% | 8%+ |
| Subscribe rate (from visit) | 1-2% | 2-5% | 5%+ |
| 30-day subscriber retention | 60-70% | 70-80% | 80%+ |
| Referral rate | 1-3% | 3-8% | 8%+ |

These benchmarks are directional, not absolute. Industry, price point, and audience significantly affect what "good" means.

---

## 6. Channel Prioritization Matrix

### Framework

Score each channel (1-5) on four dimensions:

| Channel | Cost to Test | Time to Signal | Scale Ceiling | Brand Fit |
|---|---|---|---|---|
| SEO / Content | 2 (time-heavy) | 1 (slow) | 5 (massive) | [varies] |
| Email marketing | 5 (cheap) | 4 (fast feedback) | 3 (list-limited) | [varies] |
| Social organic | 3 (time-heavy) | 3 (moderate) | 3 (algo-dependent) | [varies] |
| Paid social | 4 (scalable spend) | 5 (fast) | 4 (budget-limited) | [varies] |
| Paid search | 4 (scalable spend) | 5 (fast) | 3 (keyword-limited) | [varies] |
| Influencer / UGC | 3 (variable) | 3 (moderate) | 3 (relationship-limited) | [varies] |
| Referral | 4 (cheap) | 2 (slow build) | 5 (viral potential) | [varies] |
| Community | 2 (very time-heavy) | 1 (very slow) | 4 (compounds) | [varies] |
| Partnerships | 3 (relationship-heavy) | 2 (slow) | 4 (compounds) | [varies] |
| PR | 2 (unpredictable) | 2 (slow) | 3 (burst, not sustained) | [varies] |

### Recommended Starting Stack by Stage

**Pre-revenue / MVP:**
1. Email list building (landing page + lead magnet)
2. One organic channel (pick based on audience: SEO for intent-driven, social for discovery-driven)
3. Community participation (not building - participating in existing communities)

**Early traction ($0-$50k MRR or rev):**
1. Double down on whatever organic channel is working
2. Email lifecycle sequences
3. Small-budget paid ads to test messaging and audiences
4. Referral mechanics

**Growth ($50k-$500k MRR or rev):**
1. Full content/SEO engine
2. Paid acquisition on 1-2 proven channels
3. Lifecycle email fully automated
4. Influencer / partnership programs
5. Conversion rate optimization on core flows

---

## 7. Landing Page Framework

### Structure (top to bottom)

```
1. HERO SECTION
   - Headline: Clear promise (what changes for the visitor?)
   - Subhead: Who it's for + how (one sentence)
   - CTA: Single, clear action
   - Visual: Product shot, demo, or social proof image
   - Trust bar: Logos, ratings, "as seen in" (if applicable)

2. PROBLEM SECTION
   - Name the pain (visitor should nod in recognition)
   - 2-3 specific problems, not vague frustrations

3. SOLUTION SECTION
   - How your product/service solves those specific problems
   - 3 benefits (not features), each with supporting detail
   - Visual: screenshots, illustrations, or video

4. PROOF SECTION
   - Testimonials (specific, named, with photo if possible)
   - Metrics ("10,000 customers", "4.8 rating", "saved 20 hours/month")
   - Case study snippet (before/after)

5. OBJECTION HANDLING
   - FAQ section addressing top 3-5 hesitations
   - Risk reversal: guarantee, free trial, easy cancellation

6. FINAL CTA
   - Restate the promise
   - Urgency or scarcity if genuine (not manufactured)
   - Repeat the primary CTA
```

### Conversion Optimization Principles

- **One page, one goal.** Every element on the page should drive toward a single CTA. Remove navigation if possible.
- **Above the fold matters most.** The hero section decides whether visitors stay or bounce. Spend 50% of optimization effort here.
- **Social proof near the CTA.** Place testimonials and trust signals adjacent to the action button.
- **Specificity > Generality.** "Join 12,347 marketers" beats "Join thousands." "$47/month" beats "affordable."
- **Mobile-first design.** Over 60% of DTC traffic is mobile. Design for thumb-zone navigation and fast loading.

---

## 8. Growth Experiment Process

### ICE Framework for Prioritization

For each experiment idea, score 1-10 on:
- **Impact**: If it works, how much will it move the target metric?
- **Confidence**: How sure are you it will work? (based on data, analogy, or gut)
- **Ease**: How easy is it to implement? (time, resources, technical complexity)

ICE Score = (Impact + Confidence + Ease) / 3

Run the highest-scoring experiments first. Maintain a backlog.

### Experiment Template

```
EXPERIMENT: [Descriptive name]
HYPOTHESIS: If we [change], then [metric] will [improve/increase/decrease]
           because [reasoning based on data or insight].
METRIC: [Primary metric to measure]
BASELINE: [Current value of metric]
TARGET: [Expected improvement]
DURATION: [How long to run for statistical significance]
IMPLEMENTATION: [What specifically changes]
TRACKING: [How will we measure the result]
DECISION CRITERIA: [What result means go/no-go for full rollout]
```

### Experiment Cadence

- Run 2-4 experiments per month (for small teams)
- Never test more than one change on the same page/flow simultaneously
- Log all results (wins AND losses) - the learning compounds
- Review experiments monthly: what patterns are emerging?
