Lars Lofgren, Author at Lars Lofgren

How Live Chat Tools Impact Conversions and Why I Launched a Bad Variant

July 21, 2015

Do those live chat tools actually help your business? Will they get you more customers by allowing your visitors to chat directly with your team? Like most tests, you can come up with theories that sound great for both sides. Pro Live Chat Theory: Having a live chat tool helps people answer questions faster, see the value of your product, […]

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The 9 Delusions From the Halo Effect

May 31, 2015

You’re being lied to. Well, not intentionally. We’re constantly being pinged with stories of companies that have rocketed to success. Especially in tech, there’s always another $1 billion unicorn around the corner. Uber, Facebook, Airbnb, Slack, Zenefits, Box, Shopify, yadda yadda yadda. At the same time, rock-solid companies seem to lose their way and crater. We’re all desperate to know

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How to Keep Riding the Slack Rocketship Without Blowing It Up

March 7, 2015

Growth graphs like this don’t come around too often: I’ve gotta hand it to Slack, they’re playing the PR game pretty well too. Headline after headline on Techcrunch and Techmeme keep telling us all how crazy the growth is over there. They’ve already built the brand to go with it. But here’s the thing about rocketships: they either go further

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The Most Reliable Growth Hack for SaaS

March 16, 2014

Growing a business requires countless small-wins that add up to some very big victories. But there is one change that REALLY moves that needle. It doesn’t just move the needle, it crushes it. And what might that one little change be? Your price. Double it. That’s right, double your price. You see, we have a nasty habit of undervaluing our

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The 17 Copywriting Axioms of Joseph Sugarman

April 21, 2013

Who is Joseph Sugarman? Well, he’s considered one of the best copywriters of all time. He’s up there with David Ogilvy, Eugene Schwartz, and John Caples. He’s the real deal. And he happened to write a book on copywriting that has become a classic. It’s easily one of the top 5 books on copywriting. In Advertising Secrets of the Written

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The 35 Headline Formulas of John Caples

April 11, 2012

I’ve previously discussed the importance of headlines and why they deserve the majority of our attention when writing copy. But what does a solid headline look like? As it turns out, John Caples (one of the most famous copyrighters of all time) put together a list of 35 headline formulas in his book, Tested Advertising Methods. I’ve pulled all 35

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Headlines: Why You Should Spend All of Your Time On Them

March 27, 2012

Want a simple rule for how to write an advertisement or design a web page? Let’s say you have a month to write an ad. Spend 27 days of that month working on the headline. Use the last 3 days for everything else. You think this is an exaggeration. It’s not. Of all the elements on your site that need

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The Three Engines of Growth – with Eric Ries

October 23, 2011

Trying to grow a business can seem impossible. Some marketing works, other campaigns just get lost in the shuffle. Most of the time, the increased business from a campaign disappears just as quickly as it arrived. Instead of wasting your budget on promotions, you need to focus on one of the three engines of growth. When you do, you’ll build sustainable growth

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