Author
Chloe Morgan
Growth Strategist
Author · 27 articles · 17 glossary terms
Explores acquisition channels, activation, and conversion experiments, turning data insights into actionable growth hypotheses and evaluation methods.
Articles by Chloe Morgan
27 articles
Live Chat · Nov 7, 2026 · 9 min read
Sorry for the inconvenience: 36 better ways to say it (by situation)
"Sorry for the inconvenience" sounds polite but often reads as a brush-off. Why, what a good apology actually contains, 36 alternatives by situation, and how to make better apologies the default for a support team.
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Live Chat · Nov 7, 2026 · 9 min read
Canned responses: 40 examples and how to write ones that don't sound canned
Canned responses are saved replies agents insert with a shortcut and then personalise. How to write them so they sound human, 40 examples for chat and email by situation, how to organise and retire them, and how to measure which ones help.
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Live Chat · Nov 6, 2026 · 6 min read
Customer experience metrics: CSAT, NPS, CES and 7 more with formulas
The customer experience metrics that matter, with formulas: perception (CSAT, NPS, CES), operational (response, resolution, task completion) and outcome (churn, retention). How to choose them and a worked example.
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Growth & Marketing · Nov 6, 2026 · 5 min read
Mobile CRO: why mobile converts less and how to fix it
Mobile conversion rate optimization: why phone visitors convert less, a mobile CRO checklist, a five-step process and a checkout example that added 210 orders a month.
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Growth & Marketing · Nov 6, 2026 · 5 min read
How to convert website visitors into customers: 10 tactics
Convert website visitors into customers by matching intent to the next step, removing friction and following up. Ten tactics and a B2B example with funnel numbers.
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Growth & Marketing · Nov 6, 2026 · 6 min read
CRO audit: a 6-step conversion audit with checklist
How to run a conversion rate optimization audit: verify tracking, map paths, size each leak in money, diagnose, separate fixes from tests and prioritize. Checklist and B2B example.
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Growth & Marketing · Nov 6, 2026 · 6 min read
AI conversion rate optimization: what it does, limits and how to start
How AI is used across conversion rate optimization: finding and explaining drops, generating ideas, testing and personalization. Limits, five steps and an attribution example.
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Live Chat · Nov 6, 2026 · 6 min read
Customer experience dashboard: metrics, layout and examples
What to put on a customer experience dashboard: digital experience, support, satisfaction and outcome metrics, five steps to build one, an example layout and common mistakes.
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Growth & Marketing · Nov 6, 2026 · 6 min read
SaaS marketing: strategies, funnel and the metrics that decide budget
How SaaS marketing differs from one-off sales, the six-stage funnel and its metrics, eight strategies, and a worked quarter showing why channels should be compared on payback and churn, not CAC.
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Growth & Marketing · Nov 4, 2026 · 4 min read
Marketing Forecasting: Methods and a Worked Quarterly Forecast
Marketing forecasting estimates the traffic, leads, customers and revenue your marketing will produce. Four methods, a worked funnel-based forecast with low, expected and high scenarios, and how to compare forecast with actuals every month.
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Growth & Marketing · Nov 4, 2026 · 4 min read
Growth Team: What It Does, How to Structure It, and a Real Quarter
A growth team is a small cross-functional group that owns one growth metric and improves it through fast experiments. Three ways to structure it, the roles, the weekly loop, and a worked quarter where 10 experiments moved activation from 31% to 36%.
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Growth & Marketing · Nov 4, 2026 · 5 min read
Predictive Analytics in Marketing: Use Cases and a Simple First Model
Predictive analytics in marketing uses past behavior to estimate what a person or a segment will do next: buy, upgrade, churn or respond. Five use cases, a simple lead score checked on held-out data, and how to judge whether a model really works.
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Growth & Marketing · Nov 4, 2026 · 4 min read
Marketing ROI: How to Calculate It (and Why the Simple Formula Misleads)
Marketing ROI compares what a campaign earned with what it cost. The formula in three versions, a worked example where the same campaign shows 320%, 152% or 76% depending on the method, and how ROI differs from ROAS.
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Growth & Marketing · Nov 4, 2026 · 4 min read
Marketing Dashboard: What to Include, With a Sample Layout
A marketing dashboard shows which channels bring customers and at what cost. The five sections to include, a sample channel table with spend, conversions and CPA, blended vs channel numbers, and the mistakes that make dashboards misleading.
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Growth & Marketing · Nov 4, 2026 · 4 min read
Growth Marketing: What It Is and How to Run It With Data
Growth marketing works on the whole customer journey, not just the top of the funnel, and runs on small, measured experiments. How it differs from traditional marketing, a sample funnel and experiment backlog, and the metrics for each stage.
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Growth & Marketing · Nov 4, 2026 · 4 min read
How to Track Email Marketing Campaigns Beyond Opens and Clicks
How to track email campaigns end to end: what your email tool measures, what analytics measures after the click, a UTM scheme for every link, a sample comparing three sends by outcome and the usual ways tracking breaks.
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Growth & Marketing · Nov 4, 2026 · 3 min read
Marketing Campaign Analysis: A Six-Step Method With an Example
How to analyse a marketing campaign: set the goal, tag the links, check traffic arrived, measure outcomes, compare campaigns per outcome and decide. A sample comparing three campaigns.
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Growth & Marketing · Nov 4, 2026 · 5 min read
Landing Page Conversion Rate: Calculate It per Source, Then Improve It
Landing page conversion rate is the share of visitors to a landing page who complete its goal. How to calculate it, why one page has a different rate for each traffic source, and a checklist ordered by what usually moves it most.
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Growth & Marketing · Nov 4, 2026 · 5 min read
MQL vs SQL: The Difference, and How to Make the Handoff Work
An MQL is a lead marketing judges ready for sales attention; an SQL is a lead sales has accepted as a real buying opportunity. Definitions, a scoring model from fit and behaviour, and MQL-to-SQL rates by source in a worked example.
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Growth & Marketing · Nov 4, 2026 · 6 min read
Marketing Funnel: The Stages, and How to Measure Each One
A marketing funnel describes how people move from first hearing about you to buying. The four stages, the metric that belongs to each, a sample funnel split by channel, and the mistakes that make funnel numbers misleading.
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Growth & Marketing · Nov 3, 2026 · 5 min read
B2B Website Metrics: What to Track From First Visit to Pipeline
B2B buyers research anonymously, in groups, over weeks. The website metrics that reflect that, from high-intent page visits to lead-to-opportunity rate and time to convert, with formulas and a sample monthly scorecard.
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Growth & Marketing · Nov 3, 2026 · 6 min read
Lead Tracking: From First Visit to Closed Deal, by Channel
Lead tracking connects each lead to where it came from and what happened to it next. How to capture the source on the website, pass it with the form, send qualification and deal stages from your server, and judge channels by deals instead of lead counts.
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Growth & Marketing · Nov 3, 2026 · 6 min read
Marketing KPIs: Build a Tree from Revenue Down to Each Channel
Marketing KPIs organised as a tree from revenue down to channel inputs, with one primary KPI per channel owner, platform numbers kept apart from outcomes measured on your site, and a review cadence.
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Growth & Marketing · Nov 3, 2026 · 6 min read
Product-Led Growth Metrics: One Funnel from Visitor to Expansion
PLG metrics as one connected funnel from visitor to expansion: the event behind each metric, how to define a product-qualified lead from usage, and how to measure team products by account.
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Growth & Marketing · Nov 3, 2026 · 6 min read
Leading vs Lagging Indicators for Product and Growth Teams
Leading vs lagging indicators with product and website examples by funnel stage, a method to find and validate a leading indicator in your own data, and how to alert on it.
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Growth & Marketing · Nov 3, 2026 · 6 min read
Acquisition Metrics: How to Measure Each Channel, Not Just Traffic
Acquisition metrics in three layers (volume, quality, cost), measured per channel and joined to sign-ups and revenue, plus why channel numbers never agree between tools.
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Growth & Marketing · Apr 16, 2026 · 8 min read
AARRR metrics: what to measure at each stage, and which stage to fix first
AARRR metrics for every stage with formulas, a worked example in people, examples for SaaS, stores and content sites, and how to pick the one stage worth fixing first.
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Glossary terms by Chloe Morgan
17 glossary terms
Glossary
AARRR
A growth framework with five stages: Acquisition, Activation, Retention, Revenue and Referral.
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Glossary
Attribution (first-touch / last-touch)
The rule that decides which channel gets credit for a conversion.
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Glossary
CAC
Marketing and sales spend divided by the number of new customers it produced.
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Glossary
Click ID
A parameter an ad platform appends to a landing URL — gclid, fbclid, ttclid and others — that identifies the click.
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Glossary
Conversion rate
Conversions divided by the people or visits that could have converted.
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Glossary
Growth loop
A growth loop is a closed cycle in which the output of one group of users, such as invites, public content or revenue, becomes the input that brings in the next group, so growth feeds itself instead of relying only on new spend.
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Glossary
Incrementality in marketing
Incrementality is the additional outcome (conversions, revenue, sign-ups) caused by a marketing activity, measured as the difference between a group exposed to it and a comparable group that was not.
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Glossary
Martech
Martech (marketing technology) is the software and tools marketers use to plan, execute, measure and optimize marketing, such as analytics, CRM, marketing automation, CMS, customer data platforms and chat.
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Glossary
North star metric
A north star metric is the single metric a company chooses because it best captures the value customers get from the product and leads long-term revenue.
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Glossary
Product-led growth (PLG)
Product-led growth (PLG) is a go-to-market strategy in which the product itself is the main way customers discover, try, adopt and buy, typically through a free plan or free trial, with sales stepping in later for larger accounts.
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Glossary
Resolution rate
The share of conversations that were marked as resolved.
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Glossary
ROI / ROAS
Return on investment is profit divided by cost; return on ad spend is revenue divided by ad cost.
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Glossary
Top of funnel (TOFU)
Top of funnel (TOFU) is the first, awareness stage of the marketing funnel, where people who have a problem or interest first discover your brand, usually through search, social, content or referrals, before they are ready to evaluate or buy.
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Glossary
Viral coefficient (K-factor)
The viral coefficient, or K-factor, is the average number of new users that each existing user brings in through invites or sharing.
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Glossary
Website conversion
A website conversion is any action on a website defined as valuable, such as a purchase, sign-up, demo request or form submission; the conversion rate is conversions divided by sessions or visitors.
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Glossary
What does call to action (CTA) mean
A call to action (CTA) is a prompt, usually a button or link, that tells a visitor what to do next, such as start a trial, buy, book a demo or subscribe.
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Glossary
What does CX mean
CX (customer experience) is the customer's overall perception of a company, formed by every interaction across the journey: discovering it, buying, using the product, getting help and renewing or leaving.
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