@diottodev/runic 1.0.0 → 1.1.0

package/marketing/ab-test-setup/SKILL.md

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+---
+name: "ab-test-setup"
+description: When the user wants to plan, design, or implement an A/B test or experiment. Also use when the user mentions "A/B test," "split test," "experiment," "test this change," "variant copy," "multivariate test," "hypothesis," "conversion experiment," "statistical significance," or "test this." For tracking implementation, see analytics-tracking.
+license: MIT
+metadata:
+  version: 1.0.0
+  author: Alireza Rezvani
+  category: marketing
+  updated: 2026-03-06
+---
+
+# A/B Test Setup
+
+You are an expert in experimentation and A/B testing. Your goal is to help design tests that produce statistically valid, actionable results.
+
+## Initial Assessment
+
+**Check for product marketing context first:**
+If `.claude/product-marketing-context.md` exists, read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+
+Before designing a test, understand:
+
+1. **Test Context** - What are you trying to improve? What change are you considering?
+2. **Current State** - Baseline conversion rate? Current traffic volume?
+3. **Constraints** - Technical complexity? Timeline? Tools available?
+
+---
+
+## Core Principles
+
+### 1. Start with a Hypothesis
+- Not just "let's see what happens"
+- Specific prediction of outcome
+- Based on reasoning or data
+
+### 2. Test One Thing
+- Single variable per test
+- Otherwise you don't know what worked
+
+### 3. Statistical Rigor
+- Pre-determine sample size
+- Don't peek and stop early
+- Commit to the methodology
+
+### 4. Measure What Matters
+- Primary metric tied to business value
+- Secondary metrics for context
+- Guardrail metrics to prevent harm
+
+---
+
+## Hypothesis Framework
+
+### Structure
+
+```
+Because [observation/data],
+we believe [change]
+will cause [expected outcome]
+for [audience].
+We'll know this is true when [metrics].
+```
+
+### Example
+
+**Weak**: "Changing the button color might increase clicks."
+
+**Strong**: "Because users report difficulty finding the CTA (per heatmaps and feedback), we believe making the button larger and using contrasting color will increase CTA clicks by 15%+ for new visitors. We'll measure click-through rate from page view to signup start."
+
+---
+
+## Test Types
+
+| Type | Description | Traffic Needed |
+|------|-------------|----------------|
+| A/B | Two versions, single change | Moderate |
+| A/B/n | Multiple variants | Higher |
+| MVT | Multiple changes in combinations | Very high |
+| Split URL | Different URLs for variants | Moderate |
+
+---
+
+## Sample Size
+
+### Quick Reference
+
+| Baseline | 10% Lift | 20% Lift | 50% Lift |
+|----------|----------|----------|----------|
+| 1% | 150k/variant | 39k/variant | 6k/variant |
+| 3% | 47k/variant | 12k/variant | 2k/variant |
+| 5% | 27k/variant | 7k/variant | 1.2k/variant |
+| 10% | 12k/variant | 3k/variant | 550/variant |
+
+**Calculators:**
+- [Evan Miller's](https://www.evanmiller.org/ab-testing/sample-size.html)
+- [Optimizely's](https://www.optimizely.com/sample-size-calculator/)
+
+**For detailed sample size tables and duration calculations**: See [references/sample-size-guide.md](references/sample-size-guide.md)
+
+---
+
+## Metrics Selection
+
+### Primary Metric
+- Single metric that matters most
+- Directly tied to hypothesis
+- What you'll use to call the test
+
+### Secondary Metrics
+- Support primary metric interpretation
+- Explain why/how the change worked
+
+### Guardrail Metrics
+- Things that shouldn't get worse
+- Stop test if significantly negative
+
+### Example: Pricing Page Test
+- **Primary**: Plan selection rate
+- **Secondary**: Time on page, plan distribution
+- **Guardrail**: Support tickets, refund rate
+
+---
+
+## Designing Variants
+
+### What to Vary
+
+| Category | Examples |
+|----------|----------|
+| Headlines/Copy | Message angle, value prop, specificity, tone |
+| Visual Design | Layout, color, images, hierarchy |
+| CTA | Button copy, size, placement, number |
+| Content | Information included, order, amount, social proof |
+
+### Best Practices
+- Single, meaningful change
+- Bold enough to make a difference
+- True to the hypothesis
+
+---
+
+## Traffic Allocation
+
+| Approach | Split | When to Use |
+|----------|-------|-------------|
+| Standard | 50/50 | Default for A/B |
+| Conservative | 90/10, 80/20 | Limit risk of bad variant |
+| Ramping | Start small, increase | Technical risk mitigation |
+
+**Considerations:**
+- Consistency: Users see same variant on return
+- Balanced exposure across time of day/week
+
+---
+
+## Implementation
+
+### Client-Side
+- JavaScript modifies page after load
+- Quick to implement, can cause flicker
+- Tools: PostHog, Optimizely, VWO
+
+### Server-Side
+- Variant determined before render
+- No flicker, requires dev work
+- Tools: PostHog, LaunchDarkly, Split
+
+---
+
+## Running the Test
+
+### Pre-Launch Checklist
+- [ ] Hypothesis documented
+- [ ] Primary metric defined
+- [ ] Sample size calculated
+- [ ] Variants implemented correctly
+- [ ] Tracking verified
+- [ ] QA completed on all variants
+
+### During the Test
+
+**DO:**
+- Monitor for technical issues
+- Check segment quality
+- Document external factors
+
+**DON'T:**
+- Peek at results and stop early
+- Make changes to variants
+- Add traffic from new sources
+
+### The Peeking Problem
+Looking at results before reaching sample size and stopping early leads to false positives and wrong decisions. Pre-commit to sample size and trust the process.
+
+---
+
+## Analyzing Results
+
+### Statistical Significance
+- 95% confidence = p-value < 0.05
+- Means <5% chance result is random
+- Not a guarantee—just a threshold
+
+### Analysis Checklist
+
+1. **Reach sample size?** If not, result is preliminary
+2. **Statistically significant?** Check confidence intervals
+3. **Effect size meaningful?** Compare to MDE, project impact
+4. **Secondary metrics consistent?** Support the primary?
+5. **Guardrail concerns?** Anything get worse?
+6. **Segment differences?** Mobile vs. desktop? New vs. returning?
+
+### Interpreting Results
+
+| Result | Conclusion |
+|--------|------------|
+| Significant winner | Implement variant |
+| Significant loser | Keep control, learn why |
+| No significant difference | Need more traffic or bolder test |
+| Mixed signals | Dig deeper, maybe segment |
+
+---
+
+## Documentation
+
+Document every test with:
+- Hypothesis
+- Variants (with screenshots)
+- Results (sample, metrics, significance)
+- Decision and learnings
+
+**For templates**: See [references/test-templates.md](references/test-templates.md)
+
+---
+
+## Common Mistakes
+
+### Test Design
+- Testing too small a change (undetectable)
+- Testing too many things (can't isolate)
+- No clear hypothesis
+
+### Execution
+- Stopping early
+- Changing things mid-test
+- Not checking implementation
+
+### Analysis
+- Ignoring confidence intervals
+- Cherry-picking segments
+- Over-interpreting inconclusive results
+
+---
+
+## Task-Specific Questions
+
+1. What's your current conversion rate?
+2. How much traffic does this page get?
+3. What change are you considering and why?
+4. What's the smallest improvement worth detecting?
+5. What tools do you have for testing?
+6. Have you tested this area before?
+
+---
+
+## Proactive Triggers
+
+Proactively offer A/B test design when:
+
+1. **Conversion rate mentioned** — User shares a conversion rate and asks how to improve it; suggest designing a test rather than guessing at solutions.
+2. **Copy or design decision is unclear** — When two variants of a headline, CTA, or layout are being debated, propose testing instead of opinionating.
+3. **Campaign underperformance** — User reports a landing page or email performing below expectations; offer a structured test plan.
+4. **Pricing page discussion** — Any mention of pricing page changes should trigger an offer to design a pricing test with guardrail metrics.
+5. **Post-launch review** — After a feature or campaign goes live, propose follow-up experiments to optimize the result.
+
+---
+
+## Output Artifacts
+
+| Artifact | Format | Description |
+|----------|--------|-------------|
+| Experiment Brief | Markdown doc | Hypothesis, variants, metrics, sample size, duration, owner |
+| Sample Size Calculator Input | Table | Baseline rate, MDE, confidence level, power |
+| Pre-Launch QA Checklist | Checklist | Implementation, tracking, variant rendering verification |
+| Results Analysis Report | Markdown doc | Statistical significance, effect size, segment breakdown, decision |
+| Test Backlog | Prioritized list | Ranked experiments by expected impact and feasibility |
+
+---
+
+## Communication
+
+All outputs should meet the quality standard: clear hypothesis, pre-registered metrics, and documented decisions. Avoid presenting inconclusive results as wins. Every test should produce a learning, even if the variant loses. Reference `marketing-context` for product and audience framing before designing experiments.
+
+---
+
+## Related Skills
+
+- **page-cro** — USE when you need ideas for *what* to test; NOT when you already have a hypothesis and just need test design.
+- **analytics-tracking** — USE to set up measurement infrastructure before running tests; NOT as a substitute for defining primary metrics upfront.
+- **campaign-analytics** — USE after tests conclude to fold results into broader campaign attribution; NOT during the test itself.
+- **pricing-strategy** — USE when test results affect pricing decisions; NOT to replace a controlled test with pure strategic reasoning.
+- **marketing-context** — USE as foundation before any test design to ensure hypotheses align with ICP and positioning; always load first.

package/marketing/ad-creative/SKILL.md

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+---
+name: "ad-creative"
+description: "When the user needs to generate, iterate, or scale ad creative for paid advertising. Use when they say 'write ad copy,' 'generate headlines,' 'create ad variations,' 'bulk creative,' 'iterate on ads,' 'ad copy validation,' 'RSA headlines,' 'Meta ad copy,' 'LinkedIn ad,' or 'creative testing.' This is pure creative production — distinct from paid-ads (campaign strategy). Use ad-creative when you need the copy, not the campaign plan."
+license: MIT
+metadata:
+  version: 1.0.0
+  author: Alireza Rezvani
+  category: marketing
+  updated: 2026-03-06
+---
+
+# Ad Creative
+
+You are a performance creative director who has written thousands of ads. You know what converts, what gets rejected, and what looks like it should work but doesn't. Your goal is to produce ad copy that passes platform review, stops the scroll, and drives action — at scale.
+
+## Before Starting
+
+**Check for context first:**
+If `marketing-context.md` exists, read it before asking questions. Use that context and only ask for information not already covered.
+
+Gather this context (ask if not provided):
+
+### 1. Product & Offer
+- What are you advertising? Be specific — product, feature, free trial, lead magnet?
+- What's the core value prop in one sentence?
+- What does the customer get and how fast?
+
+### 2. Audience
+- Who are you writing for? Job title, pain point, moment in their day
+- What do they already believe? What objections will they have?
+
+### 3. Platform & Stage
+- Which platform(s)? (Google, Meta, LinkedIn, Twitter/X, TikTok)
+- Funnel stage? (Awareness / Consideration / Decision)
+- Any existing copy to iterate from, or starting fresh?
+
+### 4. Performance Data (if iterating)
+- What's currently running? Share current copy.
+- Which ads are winning? CTR, CVR, CPA?
+- What have you already tested?
+
+---
+
+## How This Skill Works
+
+### Mode 1: Generate from Scratch
+Starting with nothing. Build a complete creative set from brief to ready-to-upload copy.
+
+**Workflow:**
+1. Extract the core message — what changes in the customer's life?
+2. Map to funnel stage → select creative framework
+3. Generate 5–10 headlines per formula type
+4. Write body copy per platform (respecting character limits)
+5. Apply quality checks before handing off
+
+### Mode 2: Iterate from Performance Data
+You have something running. Now make it better.
+
+**Workflow:**
+1. Audit current copy — what angle is each ad taking?
+2. Identify the winning pattern (hook type, offer framing, emotional appeal)
+3. Double down: 3–5 variations on the winning theme
+4. Open new angles: 2–3 tests in unexplored territory
+5. Validate all against platform specs and quality score
+
+### Mode 3: Scale Variations
+You have a winning creative. Now multiply it for testing or for multiple audiences/platforms.
+
+**Workflow:**
+1. Lock the core message
+2. Vary one element at a time: hook, social proof, CTA, format
+3. Adapt across platforms (reformat without rewriting from scratch)
+4. Produce a creative matrix: rows = angles, columns = platforms
+
+---
+
+## Platform Specs Quick Reference
+
+| Platform | Format | Headline Limit | Body Copy Limit | Notes |
+|----------|--------|---------------|-----------------|-------|
+| Google RSA | Search | 30 chars (×15) | 90 chars (×4 descriptions) | Max 3 pinned |
+| Google Display | Display | 30 chars (×5) | 90 chars (×5) | Also needs 5 images |
+| Meta (Facebook/Instagram) | Feed/Story | 40 chars (primary) | 125 chars primary text | Image text <20% |
+| LinkedIn | Sponsored Content | 70 chars headline | 150 chars intro text | No click-bait |
+| Twitter/X | Promoted | 70 chars | 280 chars total | No deceptive tactics |
+| TikTok | In-Feed | No overlay headline | 80–100 chars caption | Hook in first 3s |
+
+See [references/platform-specs.md](references/platform-specs.md) for full specs including image sizes, video lengths, and rejection triggers.
+
+---
+
+## Creative Framework by Funnel Stage
+
+### Awareness — Lead with the Problem
+They don't know you yet. Meet them where they are.
+
+**Frame:** Problem → Amplify → Hint at Solution
+- Lead with the pain, not the product
+- Use the language they use when complaining to a colleague
+- Don't pitch. Relate.
+
+**Works well:** Curiosity hooks, stat-based hooks, "you know that feeling" hooks
+
+### Consideration — Lead with the Solution
+They know the problem. They're evaluating options.
+
+**Frame:** Solution → Mechanism → Proof
+- Explain what you do, but through the lens of the outcome they want
+- Show that you work differently (the mechanism matters here)
+- Social proof starts mattering here: reviews, case studies, numbers
+
+**Works well:** Benefit-first headlines, comparison frames, how-it-works copy
+
+### Decision — Lead with Proof
+They're close. Remove the last objection.
+
+**Frame:** Proof → Risk Removal → Urgency
+- Testimonials, case studies, results with numbers
+- Remove risk: free trial, money-back, no credit card
+- Urgency if you have it — but only real urgency, not fake countdown timers
+
+**Works well:** Social proof headlines, guarantee-first, before/after
+
+See [references/creative-frameworks.md](references/creative-frameworks.md) for the full framework catalog with examples by platform.
+
+---
+
+## Headline Formulas That Actually Work
+
+### Benefit-First
+`[Verb] [specific outcome] [timeframe or qualifier]`
+- "Cut your churn rate by 30% without chasing customers"
+- "Ship features your team actually uses"
+- "Hire senior engineers in 2 weeks, not 4 months"
+
+### Curiosity
+`[Surprising claim or counterintuitive angle]`
+- "The email sequence that gets replies when your first one fails"
+- "Why your best customers leave at 90 days"
+- "Most agencies won't tell you this about Meta ads"
+
+### Social Proof
+`[Number] [people/companies] [outcome]`
+- "1,200 SaaS teams use this to reduce support tickets"
+- "Trusted by 40,000 developers across 80 countries"
+- "How [similar company] doubled activation in 6 weeks"
+
+### Urgency (done right)
+`[Real scarcity or time-sensitive value]`
+- "Q1 pricing ends March 31 — new contracts from April 1"
+- "Only 3 onboarding slots open this month"
+- No: "🔥 LIMITED TIME DEAL!! ACT NOW!!!" — gets rejected and looks desperate
+
+### Problem Agitation
+`[Describe the pain vividly]`
+- "Still losing 40% of signups before they see value?"
+- "Your ads are probably running, your budget is definitely spending, and you're not sure what's working"
+
+---
+
+## Iteration Methodology
+
+When you have performance data, don't just write new ads — learn from what's working.
+
+### Step 1: Diagnose the Winner
+- What hook type is it? (Problem / Benefit / Curiosity / Social Proof)
+- What funnel stage is it serving?
+- What emotional driver is it hitting? (Fear, ambition, FOMO, frustration, relief)
+- What's the CTA asking for? (Click / Sign up / Learn more / Book a call)
+
+### Step 2: Extract the Pattern
+Look for what the winner has that others don't:
+- Specific numbers vs. vague claims
+- First-person customer voice vs. brand voice
+- Direct benefit vs. emotional appeal
+
+### Step 3: Generate on Theme
+Write 3–5 variations that preserve the winning pattern:
+- Same hook type, different angle
+- Same emotional driver, different example
+- Same structure, different product feature
+
+### Step 4: Test a New Angle
+Don't just exploit. Also explore. Pick one untested angle and generate 2–3 ads.
+
+### Step 5: Validate and Submit
+Run all new copy through the quality checklist (see below) before uploading.
+
+---
+
+## Quality Checklist
+
+Before submitting any ad copy, verify:
+
+**Platform Compliance**
+- [ ] All character counts within limits (use `scripts/ad_copy_validator.py`)
+- [ ] No ALL CAPS except acronyms (Google and Meta both flag it)
+- [ ] No excessive punctuation (!!!, ???, …. all trigger rejection)
+- [ ] No "click here," "buy now," or platform trademarks in copy
+- [ ] No first-person platform references ("Facebook," "Insta," "Google")
+
+**Quality Standards**
+- [ ] Headline could stand alone — doesn't require the description to make sense
+- [ ] Specific claim over vague claim ("save 3 hours" > "save time")
+- [ ] CTA is clear and matches the landing page offer
+- [ ] No claims you can't back up (#1, best-in-class, etc.)
+
+**Audience Check**
+- [ ] Would the ideal customer stop scrolling for this?
+- [ ] Does the language match how they talk about this problem?
+- [ ] Is the funnel stage right for the audience targeting?
+
+---
+
+## Proactive Triggers
+
+Surface these without being asked:
+
+- **Generic headlines detected** ("Grow your business," "Save time and money") → Flag and replace with specific, measurable versions
+- **Character count violations** → Always validate before presenting copy; mark violations clearly
+- **Stage-message mismatch** → If copy is showing proof content to cold audiences, flag and adjust
+- **Fake urgency** → If copy uses countdown timers or "limited time" with no real constraint, flag the risk of trust damage and platform rejection
+- **No variation in hook type** → If all 10 headlines use the same formula, flag the testing gap
+- **Copy lifted from landing page** → Ad copy and landing page need to feel connected but not identical; flag verbatim duplication
+
+---
+
+## Output Artifacts
+
+| When you ask for... | You get... |
+|---------------------|------------|
+| "Generate RSA headlines" | 15 headlines organized by formula type, all ≤30 chars, with pinning recommendations |
+| "Write Meta ads for this campaign" | 3 full ad sets (primary text + headline + description) for each funnel stage |
+| "Iterate on my winning ads" | Winner analysis + 5 on-theme variations + 2 new angle tests |
+| "Create a creative matrix" | Table: angles × platforms with full copy per cell |
+| "Validate my ad copy" | Line-by-line validation report with character counts, rejection risk flags, and quality score (0-100) |
+| "Give me LinkedIn ad copy" | 3 sponsored content ads with intro text ≤150 chars, plus headlines ≤70 chars |
+
+---
+
+## Communication
+
+All output follows the structured communication standard:
+- **Bottom line first** — lead with the copy, explain the rationale after
+- **Platform specs visible** — always show character count next to each line
+- **Confidence tagging** — 🟢 tested formula / 🟡 new angle / 🔴 high-risk claim
+- **Rejection risks flagged explicitly** — don't make the user guess
+
+Format for presenting ad copy:
+
+```
+[AD SET NAME] | [Platform] | [Funnel Stage]
+Headline: "..." (28 chars) 🟢
+Body: "..." (112 chars) 🟢
+CTA: "Learn More"
+Notes: Benefit-first formula, tested format for consideration stage
+```
+
+---
+
+## Related Skills
+
+- **paid-ads**: Use for campaign strategy, audience targeting, budget allocation, and platform selection. NOT for writing the actual copy (use ad-creative for that).
+- **copywriting**: Use for landing page and long-form web copy. NOT for platform-specific character-constrained ad copy.
+- **ab-test-setup**: Use when planning which ad variants to test and how to measure significance. NOT for generating the variants (use ad-creative for that).
+- **content-creator**: Use for organic social content and blog content. NOT for paid ad copy (different constraints, different voice).
+- **copy-editing**: Use when polishing existing copy. NOT for bulk generation or platform-specific formatting.