https://albanleandri.com/post/Recent content in Posts onHugo -- gohugo.ioen-USTue, 05 Oct 2021 11:43:31 +0100https://albanleandri.com/post/how-to-create-high-converting-landing-pages/Tue, 05 Oct 2021 11:43:31 +0100https://albanleandri.com/post/how-to-create-high-converting-landing-pages/In the world of digital marketing, landing pages play a pivotal role in capturing the attention and interest of your target audience. These purpose-built webpages are a powerful tool for converting visitors into leads or customers. As a performance marketer, your primary goal is to create landing pages that don’t just attract visitors but also compel them to take the desired action, whether it’s signing up for a newsletter, attending a webinar, making a purchase, or anything in between.https://albanleandri.com/post/actionable-tips-to-boost-website-conversion-rate/Sat, 28 Aug 2021 21:43:31 +0100https://albanleandri.com/post/actionable-tips-to-boost-website-conversion-rate/Congratulations, you’ve got your website up and running and visitors are coming in. But the work doesn’t stop there. To succeed in the online world, you need to shift your focus towards making your website more customer-centric. You should become an inspector, hunting down the pesky “leaks” on your website that are stopping visitors from converting into customers. Audit time! A conversion audit is a customer-centric approach aimed at identifying areas of improvement on your website to enhance its conversion rate.https://albanleandri.com/post/combining-scrum-kanban-methodologies-product-management/Mon, 19 Jul 2021 22:20:28 +0100https://albanleandri.com/post/combining-scrum-kanban-methodologies-product-management/Introduction In the realm of agile methodologies, Scrum and Kanban are widely recognized and adopted. Both Scrum and Kanban offer unique benefits, but what if we combined the best of both worlds? This article will discuss the power of combining Scrum and Kanban methodologies, and aims to provide detailed insights and step-by-step strategies for product managers and teams to implement Kanban effectively within their Scrum framework. Overview of Scrum and Kanban Before diving into the combination, let’s establish a basic understanding of Scrum and Kanban individually:https://albanleandri.com/post/product-management-specializations-evolution/Sun, 06 Jun 2021 20:52:37 +0100https://albanleandri.com/post/product-management-specializations-evolution/The Expanding Landscape of Product Management Roles The realm of Product Management has undergone significant evolution, giving rise to a spectrum of specialized roles that cater to the intricate demands of the industry. This article delves into the burgeoning specialization within Product Management, explores distinct categories, and delves into how these specialized roles are reshaping the profession. Challenges of Assuming Uniformity in Product Management Roles Believing that all Product Manager roles are interchangeable can lead to a series of issues:https://albanleandri.com/post/common-failures-every-digital-product-manager-will-face/Mon, 24 May 2021 20:52:37 +0100https://albanleandri.com/post/common-failures-every-digital-product-manager-will-face/Introduction In the dynamic realm of digital product management, encountering failures isn’t a matter of “if” but “when.” These challenges, though formidable, serve as the crucible for wisdom and personal growth. In this article, we’ll take a deep dive into the 10 common failures that digital product managers are likely to confront. Our goal is not only to impart wisdom but to equip you with practical strategies to surmount these obstacles.https://albanleandri.com/post/how-product-managers-get-stakeholders-buy-in-on-product-decisions/Mon, 05 Apr 2021 12:54:42 +0100https://albanleandri.com/post/how-product-managers-get-stakeholders-buy-in-on-product-decisions/Product managers often struggle to gain buy-in from stakeholders and encounter resistance when presenting their solutions. This is because they tend to focus solely on delivering final answers, without involving stakeholders in the ideation process. Introduction We all find comfort in getting the right answer. Product managers typically advocate for their point of view in meetings with stakeholders and tend to resist suggestions for change. When asked to build something different than what they suggested, they complain to whoever will listen.https://albanleandri.com/post/product-teams-vs-feature-teams/Sun, 14 Mar 2021 22:21:42 +0100https://albanleandri.com/post/product-teams-vs-feature-teams/Understanding the differences and similarities between feature teams and product teams is crucial in technology companies as it helps optimize the development process and ensure the successful delivery of products. By recognizing the distinct roles and responsibilities of each team, companies can align their strategies, allocate resources effectively, and streamline collaboration. Furthermore, a clear understanding of these team models enables companies to make informed decisions regarding project management, product development, and resource allocation, ultimately leading to improved efficiency, better product outcomes, and enhanced customer satisfaction.https://albanleandri.com/post/product-manager-storefront-marketing-website-vs-user-application/Thu, 11 Feb 2021 22:21:42 +0100https://albanleandri.com/post/product-manager-storefront-marketing-website-vs-user-application/In the world of digital products, the role of a product manager is crucial to ensuring the success of a product. Product managers are responsible for guiding the product from ideation to launch and beyond, and they play a pivotal role in coordinating and communicating with cross-functional teams, stakeholders, and customers. Every role is tailored to the needs of the product managed, but during my career, I have experienced two types of products: User applications behind authentication, which are the actual thing customers are using and paying for, and marketing/storefronts websites which are public, and made to attract new customers.https://albanleandri.com/post/how-product-managers-work-best-with-marketing-guys/Thu, 14 Jan 2021 22:21:42 +0100https://albanleandri.com/post/how-product-managers-work-best-with-marketing-guys/In this article, we will explore strategies to enhance collaboration between product managers and marketing teams, enabling them to leverage each other’s strengths and drive overall success. Introduction The collaboration between product managers and marketing teams plays a critical role in the success of any organization. However, this partnership is often misunderstood or undervalued. To bridge this gap, it is essential for product managers to gain a deeper understanding of the marketing team’s objectives, needs, and challenges.https://albanleandri.com/post/unleashing-growth-hacking/Sat, 05 Dec 2020 12:31:12 +0100https://albanleandri.com/post/unleashing-growth-hacking/In today’s digital marketing landscape, the term “Growth Hacking” has become increasingly familiar. While some may dismiss it as just another passing trend, others have delved into its concepts and discovered its immense value. Coined by Sean Ellis, growth hacking is a system that leverages cutting-edge tools to promote a company’s product or service, acquire customers, and rapidly scale growth. But how can you achieve such remarkable results? Like any challenging endeavor, you need a framework or methodology to hit the ground running.https://albanleandri.com/post/the-role-of-the-growth-product-manager/Fri, 20 Nov 2020 22:21:42 +0100https://albanleandri.com/post/the-role-of-the-growth-product-manager/In the world of Software-as-a-Service (SaaS), businesses that rely on their product as a crucial lever for growth are increasingly establishing growth teams. These teams, often led by a growth product manager (GPM), are dedicated to driving growth and increasing revenue through the implementation of growth-oriented strategies. In this article, we will explore the responsibilities and attributes of a successful growth product manager, as well as the differences between core product managers and growth product managers.https://albanleandri.com/post/product-market-fit-and-measurements/Mon, 19 Oct 2020 20:52:37 +0100https://albanleandri.com/post/product-market-fit-and-measurements/Introduction Product market fit is a crucial concept for any digital product manager to understand. At its core, product market fit refers to the degree to which a product satisfies the needs and preferences of its target market. Achieving product market fit is essential for building a sustainable and successful business. Without it, a product may struggle to attract and retain users, leading to a lack of growth and revenue.https://albanleandri.com/post/achieving-success-with-bdd-and-gherkin/Thu, 24 Sep 2020 20:52:37 +0100https://albanleandri.com/post/achieving-success-with-bdd-and-gherkin/Introduction: In the realm of software development, clear communication, alignment, and effective implementation are vital to success. By adopting Behavior Driven Development (BDD) and harnessing the power of the Gherkin language, teams can achieve these goals. In this comprehensive article, we will explore the best practices for creating User Stories and Gherkin scenarios, highlight the essential aspects of collaboration, and demonstrate the impact of this approach on software development. User Stories: Bridging the Gap Between Users and Development User Stories act as a bridge between end-users and the development team, ensuring their needs and expectations are effectively captured.https://albanleandri.com/post/mastering-copywriting-frameworks/Thu, 24 Sep 2020 20:52:37 +0100https://albanleandri.com/post/mastering-copywriting-frameworks/Introduction In the world of marketing and advertising, crafting persuasive and captivating copy is crucial for grabbing attention, engaging audiences, and ultimately driving action. Copywriting frameworks offer a structured approach to creating compelling marketing messages that resonate with customers. In this article, we will explore several popular copywriting frameworks and provide examples to illustrate their effectiveness. 1. AIDA: Attention, Interest, Desire, Action The AIDA framework has long been a staple in copywriting.https://albanleandri.com/post/prioritization-frameworks-for-tech-product-managers/Thu, 13 Aug 2020 20:52:37 +0100https://albanleandri.com/post/prioritization-frameworks-for-tech-product-managers/Importance of Prioritization in Technology Companies Prioritization is crucial in technology companies because the pace of innovation and the rate of change in the industry are so rapid. As a result, companies must continually adapt and iterate their products to stay competitive and meet customer needs. However, with limited resources and time, it’s impossible to pursue every opportunity or idea. Therefore, effective prioritization becomes essential for companies to focus on the most critical features or initiatives that will have the most significant impact on the business.https://albanleandri.com/post/several-models-for-implementing-b2b-product-analytics/Tue, 21 Jul 2020 20:11:45 +0100https://albanleandri.com/post/several-models-for-implementing-b2b-product-analytics/On the surface, the implementation of an analytics solution for products serving businesses seems straightforward using a common framework like “Pirate Metrics”. B2B product analytics is a bit more complicated than that. Understanding how a business customer is using your product usually involves understanding the interplay between multiple stakeholders (some of them, not using the product). With product analytics solutions on the market, it’s up to you how you eventually decide to identify users.https://albanleandri.com/post/refreshing-old-content/Thu, 11 Jun 2020 22:21:42 +0100https://albanleandri.com/post/refreshing-old-content/Sometimes, writing new content is not the best way to increase the acquisition of new or existing readers on your site, what if your existing content even proved to convert your reader to whatever goal is relevant to your site. Existing articles that drove traffic in the past are likely to work again compared to completely new, untested ones. That’s why the refactoring of your old content is a worthwhile effort and must be part of your overall content strategy.https://albanleandri.com/post/improve-onboarding-process-software-application/Tue, 12 May 2020 22:21:42 +0100https://albanleandri.com/post/improve-onboarding-process-software-application/It’s tiring to think that a large part of the users who sign up will disappear after clicking around without getting the value they first expected from your application. Thus, it’s worth remembering that recovering a lost signed up user is worth just as much as capturing a new one. That’s where a proper user onboarding process comes in, to transform new signed us users into loyal and engaged customers. Note that such things are complex and you can hardly get the onboarding of a web or mobile application right from the very first time.https://albanleandri.com/post/tips-for-product-managers-to-communicate-better-with-developers/Wed, 01 Apr 2020 22:21:42 +0100https://albanleandri.com/post/tips-for-product-managers-to-communicate-better-with-developers/Every software product managers need to understand deeply the pillars of a healthy and successful cooperation with the software developers (she) is working with, from her team, or another. Not only it will help you provide value to customers more efficiently and sustainably, but it will also make developers happy and improve the ambiance across the team. Introduction The benefits of good communication between PM and developers is largely amplified in the context of teams building and operating B2B enterprise software because that’s where software developers may not have a direct grasp on the customer’s problems.https://albanleandri.com/post/what-does-a-product-leader-do/Wed, 25 Mar 2020 22:21:42 +0100https://albanleandri.com/post/what-does-a-product-leader-do/So far, product leadership has been much less covered than product management. The role and how it varies between industries and companies are still poorly defined, including the skills required, the best practices and so on. What are product leaders, what are their responsibilities and job titles? Predictably, the answer to these questions varies from company to company, as does the already quite variable role of the product manager. Introduction Factors that influence the state of product leadership and where it might be located in the company are organizational structures, company size, type of product, company culture and processes.https://albanleandri.com/post/backlog-management-leaner-backlog-with-6-tips/Sat, 15 Feb 2020 22:21:42 +0100https://albanleandri.com/post/backlog-management-leaner-backlog-with-6-tips/Your backlog is a prioritized list of features, bugs, technical work, and knowledge acquisition needed to meet the desired functionality of your product the product. It is one of the essential artifacts used by teams that adopted an agile product development methodology such as Kanban, or Scrum. What Is Backlog Management? Backlog management is the continuous process by which the product owner, in collaboration with other stakeholders, will add, remove, adjust, groom, and prioritizes the items listed in the backlog to maximize the chances that every “next shippable increment” of product released brings the greatest value to users/customers.https://albanleandri.com/post/importance-creating-a-safe-space-for-the-team/Sat, 01 Feb 2020 22:21:42 +0100https://albanleandri.com/post/importance-creating-a-safe-space-for-the-team/On different points in my career, I felt “safe” in my product team. because my environment was supportive and collaborative. If I made a mistake, I would learn from the experience rather than being blamed or reprimanded. This was a workplace where I learned quickly and thrived. Let’s backtrack and see what makes a safer place for team members. Why should we care about creating psychological safety for the team? There are a few scenarios to ponder.https://albanleandri.com/post/where-product-analytics-fit-in-scrum/Fri, 31 Jan 2020 22:21:42 +0100https://albanleandri.com/post/where-product-analytics-fit-in-scrum/Successful product teams combine quantitative and qualitative information regularly to inform decisions, course-correct and make impactful changes. They know we should not add features based only on our intuition and expertise, but, instead, based on customer response: most used features, user requirements, problems generated in the call center, etc. Product analytics, supported by specific and technical tools such as A/B Testing or MVT (Multi-Variable Test), plays a major role in this process of qualification of each functionality, as it is the only truthful and objective way of knowing whether or not a business idea works in the market, as well as analyzing user behavior in interaction with this idea.https://albanleandri.com/post/how-empirical-process-control-helps-manage-complexity-software-development/Wed, 01 Jan 2020 20:52:37 +0100https://albanleandri.com/post/how-empirical-process-control-helps-manage-complexity-software-development/We often say that the devil hides in the details. From a project perspective, the devil is simply another name for what we call complexity. When problems are complex, they behave unpredictably, and not only are these problems unpredictable but even how they will prove unpredictable is hard or impossible to predict. In organizations developing software, chaos often occurs when a project’s complexity is greater than the ability of project managers to direct meaningful progress toward a goal.https://albanleandri.com/post/diagnose-and-cure-zombie-product-ownership/Tue, 24 Dec 2019 22:21:42 +0100https://albanleandri.com/post/diagnose-and-cure-zombie-product-ownership/Scrum is a collaborative process focussed on frequently delivering working software and bringing value incrementally to the persons using it. With scrum, we can test important assumptions: about users (“do people want this?”), about our collaboration (“are we on the same page?”), about time and money (“how much time will this take?”) and about technology (“will this work if we build it like this?”). Scrum is big and popular. There’s no doubt about that.https://albanleandri.com/post/avoid-roadmap-pitfalls-by-focusing-on-problems-not-features/Sat, 14 Dec 2019 22:21:42 +0100https://albanleandri.com/post/avoid-roadmap-pitfalls-by-focusing-on-problems-not-features/One of the daily struggles that product managers are going through is answering one single question posed by executives, PR, marketing, sales, and customers. “And now, what’s next?” You hear that a lot. Instinctively, you might believe that maintaining a roadmap will help you have an answer anytime you hear this question. Why roadmaps matter? Every company primarily has two finite resources: cash and time. Budgeting defines what the company feels is important enough to spend cash on.https://albanleandri.com/post/adding-a-growth-team-to-your-organization/Tue, 10 Dec 2019 18:21:42 +0100https://albanleandri.com/post/adding-a-growth-team-to-your-organization/Do you know what do Airbnb, Facebook, Uber, and Slack have in common? OK, they are tech companies. Yes, they also have a perfectly designed product, with recognized user experience and a network effect that has largely contributed to promoting its adoption. That’s not all! And there is a less obvious similarity: In their quest for exponential growth, these companies quickly built a Growth Team, even from day one for some of them.https://albanleandri.com/post/how-to-best-start-a-new-product-manager-job/Tue, 01 Oct 2019 20:21:42 +0100https://albanleandri.com/post/how-to-best-start-a-new-product-manager-job/Before joining a new company, some PMs may have only worked with products that they started from zero. During onboarding, there are many aspects to cover when you inherit an existing product. Here’s an attempt to list the things you should consider when starting as PM. Catch up with your Manager on important things This is the first thing to do. As early as possible, try hard to agree with your manager on the following points:https://albanleandri.com/post/technology-product-manager-role-definition/Wed, 11 Sep 2019 22:21:42 +0100https://albanleandri.com/post/technology-product-manager-role-definition/Sometimes, I get asked what a product manager is and what do they do? Marty Cagan, a famous digital product manager ever described the job of the product manager as “to discover a product that is valuable, usable and feasible”. Similarly, product management is often defined at the intersection between business, technology, and user experience. A good product manager must be experienced in at least one, passionate about all three, and conversant with practitioners in all.https://albanleandri.com/post/common-misconceptions-about-data-driven-product-management/Thu, 08 Aug 2019 20:52:37 +0100https://albanleandri.com/post/common-misconceptions-about-data-driven-product-management/Data helps businesses build better products, that are used, and help people and businesses in meaningful ways. With so many companies embracing a more data-driven and less opinion-driven approach to product management, there are still some misconceptions about this approach. Misconception #1: Qualitative data is not needed Many product managers out there don’t use qualitative data. For some reason, they consider “data-driven” as the equal to “using numbers” and so the words of consumers are not seen as data.https://albanleandri.com/post/the-rise-of-the-growth-product-manager/Sat, 20 Jul 2019 22:21:42 +0100https://albanleandri.com/post/the-rise-of-the-growth-product-manager/In the small (but growing) world of software companies, it’s becoming common to read the word “growth” into product manager titles. Have you ever read titles such as: Growth Product Manager; Product Manager, Growth; PM, Growth; Product, Growth. Product Growth Manager; The growth product manager role is more common in organizations that have adopted (or try to adopt) a product-led growth strategy. In this case, the business is led with the product using a freemium model or free trial to generate acquisition and is employing none, to little touch sales channel as part of the go-to-market strategy.https://albanleandri.com/post/experiments-getting-past-statistical-significance/Fri, 14 Jun 2019 22:21:42 +0100https://albanleandri.com/post/experiments-getting-past-statistical-significance/What are you trying to do when experimenting? When experimenting, you are trying to isolate the effect of taking some action on our website/mobile app/email on one or more objective results. For example, let’s suppose you change the color of the main button on your page. Originally Red, you try to have it Blue (this is the action we take). Do you think it will increase the conversion rate (this is the objective result), and if so, by how much?https://albanleandri.com/post/how-8-updates-to-google-rank-algorithm-shaped-the-entire-seo-industry/Fri, 24 May 2019 22:21:42 +0100https://albanleandri.com/post/how-8-updates-to-google-rank-algorithm-shaped-the-entire-seo-industry/The SEO industry has undergone constant evolution in the past decade, with Google leading the charge in enhancing the search experience and refining the quality of search engine results. Throughout this period, Google has rolled out numerous algorithm updates, some of which have had a significant impact on search engine result pages (SERPs) and challenged SEO practitioners to adapt their strategies. In this article, we’ll explore the major Google updates in chronological order, discussing their targets, working mechanisms, and adjustment strategies.https://albanleandri.com/post/search-journey-same-queries-different-serp-results-beyond-answers/Mon, 15 Apr 2019 22:21:42 +0100https://albanleandri.com/post/search-journey-same-queries-different-serp-results-beyond-answers/Since the beginning, Google algorithm has been programmed to tie results to queries with little context except for demographics or technology details. Nonetheless, it often succeeds in giving users the answers they want. In September 2018, Google evolved again: We’ve spent the last 20 years optimizing Search so it works well for getting quick information. But in life, we often take longer journeys, and people turn to Search for help in these moments too.https://albanleandri.com/post/keyword-research-why-you-should-map-searcher-intent/Tue, 12 Mar 2019 22:21:42 +0100https://albanleandri.com/post/keyword-research-why-you-should-map-searcher-intent/In Google’s earlier days, the search engine relied heavily on text data and backlinks to establish rankings through periodic refreshes (it was called “Google Dance”). Over time, Google search has become an extremely sophisticated machine with a plethora of algorithms designed to promote content and results that meet a user’s needs. To a certain extent, SEO professionals are typically judged by a combination of : Rankings in SERP Search volumes. Organic traffic levels.https://albanleandri.com/post/the-elements-of-breakthrough-advertising/Sat, 16 Feb 2019 18:21:42 +0100https://albanleandri.com/post/the-elements-of-breakthrough-advertising/“Breakthrough Advertising” is a famous book written a few decades ago. Some people say it’s the “Best book ever written about persuasion, copywriting, marketing, and human behavior”. A must-read, a bit long, and painful though. Below some key concepts outlined in the book that I think are worth sharing. The difference between “Traditional copywriting” and “Conversion copywriting”? In short, traditional copywriting is here to inform & educate while conversion copywriting wants you to act (convert to whatever it used for).https://albanleandri.com/post/9-steps-to-craft-a-blog-article-your-audience-will-love/Thu, 10 Jan 2019 18:21:42 +0100https://albanleandri.com/post/9-steps-to-craft-a-blog-article-your-audience-will-love/From the outside, creating compelling blog posts might appear simple. Even the best writers out there have had to build their skills. It took them practice methodology. Only when we work at it, again and again, we eventually get good. The whole deal is about learning to create engaging content readers want to interact with. Anybody can write meaningless fluff, but compelling material… That’s another story. Luckily, writing engaging content is like other crafts for it’s simpler to learn when you help yourself with the right methods and tactics.