wizz-method 1.0.3 → 1.2.0

package/src/skills-lib/page-cro/references/experiments.md

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+# Page CRO Experiment Ideas
+
+Comprehensive list of A/B tests and experiments organized by page type.
+
+## Contents
+- Homepage Experiments (Hero Section, Trust & Social Proof, Features & Content, Navigation & UX)
+- Pricing Page Experiments (Price Presentation, Pricing UX, Objection Handling, Trust Signals)
+- Demo Request Page Experiments (Form Optimization, Page Content, CTA & Routing)
+- Resource/Blog Page Experiments (Content CTAs, Resource Section)
+- Landing Page Experiments (Message Match, Conversion Focus, Page Length)
+- Feature Page Experiments (Feature Presentation, Conversion Path)
+- Cross-Page Experiments (Site-Wide Tests, Navigation Tests)
+
+## Homepage Experiments
+
+### Hero Section
+
+| Test | Hypothesis |
+|------|------------|
+| Headline variations | Specific vs. abstract messaging |
+| Subheadline clarity | Add/refine to support headline |
+| CTA above fold | Include or exclude prominent CTA |
+| Hero visual format | Screenshot vs. GIF vs. illustration vs. video |
+| CTA button color | Test contrast and visibility |
+| CTA button text | "Start Free Trial" vs. "Get Started" vs. "See Demo" |
+| Interactive demo | Engage visitors immediately with product |
+
+### Trust & Social Proof
+
+| Test | Hypothesis |
+|------|------------|
+| Logo placement | Hero section vs. below fold |
+| Case study in hero | Show results immediately |
+| Trust badges | Add security, compliance, awards |
+| Social proof in headline | "Join 10,000+ teams" messaging |
+| Testimonial placement | Above fold vs. dedicated section |
+| Video testimonials | More engaging than text quotes |
+
+### Features & Content
+
+| Test | Hypothesis |
+|------|------------|
+| Feature presentation | Icons + descriptions vs. detailed sections |
+| Section ordering | Move high-value features up |
+| Secondary CTAs | Add/remove throughout page |
+| Benefit vs. feature focus | Lead with outcomes |
+| Comparison section | Show vs. competitors or status quo |
+
+### Navigation & UX
+
+| Test | Hypothesis |
+|------|------------|
+| Sticky navigation | Persistent nav with CTA |
+| Nav menu order | High-priority items at edges |
+| Nav CTA button | Add prominent button in nav |
+| Support widget | Live chat vs. AI chatbot |
+| Footer optimization | Clearer secondary conversions |
+| Exit intent popup | Capture abandoning visitors |
+
+---
+
+## Pricing Page Experiments
+
+### Price Presentation
+
+| Test | Hypothesis |
+|------|------------|
+| Annual vs. monthly display | Highlight savings or simplify |
+| Price points | $99 vs. $100 vs. $97 psychology |
+| "Most Popular" badge | Highlight target plan |
+| Number of tiers | 3 vs. 4 vs. 2 visible options |
+| Price anchoring | Order plans to anchor expectations |
+| Custom enterprise tier | Show vs. "Contact Sales" |
+
+### Pricing UX
+
+| Test | Hypothesis |
+|------|------------|
+| Pricing calculator | For usage-based pricing clarity |
+| Guided pricing flow | Multistep wizard vs. comparison table |
+| Feature comparison format | Table vs. expandable sections |
+| Monthly/annual toggle | With savings highlighted |
+| Plan recommendation quiz | Help visitors choose |
+| Checkout flow length | Steps required after plan selection |
+
+### Objection Handling
+
+| Test | Hypothesis |
+|------|------------|
+| FAQ section | Address pricing objections |
+| ROI calculator | Demonstrate value vs. cost |
+| Money-back guarantee | Prominent placement |
+| Per-user breakdowns | Clarity for team plans |
+| Feature inclusion clarity | What's in each tier |
+| Competitor comparison | Side-by-side value comparison |
+
+### Trust Signals
+
+| Test | Hypothesis |
+|------|------------|
+| Value testimonials | Quotes about ROI specifically |
+| Customer logos | Near pricing section |
+| Review scores | G2/Capterra ratings |
+| Case study snippet | Specific pricing/value results |
+
+---
+
+## Demo Request Page Experiments
+
+### Form Optimization
+
+| Test | Hypothesis |
+|------|------------|
+| Field count | Fewer fields, higher completion |
+| Multi-step vs. single | Progress bar encouragement |
+| Form placement | Above fold vs. after content |
+| Phone field | Include vs. exclude |
+| Field enrichment | Hide fields you can auto-fill |
+| Form labels | Inside field vs. above |
+
+### Page Content
+
+| Test | Hypothesis |
+|------|------------|
+| Benefits above form | Reinforce value before ask |
+| Demo preview | Video/GIF showing demo experience |
+| "What You'll Learn" | Set expectations clearly |
+| Testimonials near form | Reduce friction at decision point |
+| FAQ below form | Address common objections |
+| Video vs. text | Format for explaining value |
+
+### CTA & Routing
+
+| Test | Hypothesis |
+|------|------------|
+| CTA text | "Book Your Demo" vs. "Schedule 15-Min Call" |
+| On-demand option | Instant demo alongside live option |
+| Personalized messaging | Based on visitor data/source |
+| Navigation removal | Reduce page distractions |
+| Calendar integration | Inline booking vs. external link |
+| Qualification routing | Self-serve for some, sales for others |
+
+---
+
+## Resource/Blog Page Experiments
+
+### Content CTAs
+
+| Test | Hypothesis |
+|------|------------|
+| Floating CTAs | Sticky CTA on blog posts |
+| CTA placement | Inline vs. end-of-post only |
+| Reading time display | Estimated reading time |
+| Related resources | End-of-article recommendations |
+| Gated vs. free | Content access strategy |
+| Content upgrades | Specific to article topic |
+
+### Resource Section
+
+| Test | Hypothesis |
+|------|------------|
+| Navigation/filtering | Easier to find relevant content |
+| Search functionality | Find specific resources |
+| Featured resources | Highlight best content |
+| Layout format | Grid vs. list view |
+| Topic bundles | Grouped resources by theme |
+| Download tracking | Gate some, track engagement |
+
+---
+
+## Landing Page Experiments
+
+### Message Match
+
+| Test | Hypothesis |
+|------|------------|
+| Headline matching | Match ad copy exactly |
+| Visual matching | Match ad creative |
+| Offer alignment | Same offer as ad promised |
+| Audience-specific pages | Different pages per segment |
+
+### Conversion Focus
+
+| Test | Hypothesis |
+|------|------------|
+| Navigation removal | Single-focus page |
+| CTA repetition | Multiple CTAs throughout |
+| Form vs. button | Direct capture vs. click-through |
+| Urgency/scarcity | If genuine, test messaging |
+| Social proof density | Amount and placement |
+| Video inclusion | Explain offer with video |
+
+### Page Length
+
+| Test | Hypothesis |
+|------|------------|
+| Short vs. long | Quick conversion vs. complete argument |
+| Above-fold only | Minimal scroll required |
+| Section ordering | Most important content first |
+| Footer removal | Eliminate navigation |
+
+---
+
+## Feature Page Experiments
+
+### Feature Presentation
+
+| Test | Hypothesis |
+|------|------------|
+| Demo/screenshot | Show feature in action |
+| Use case examples | How customers use it |
+| Before/after | Impact visualization |
+| Video walkthrough | Feature tour |
+| Interactive demo | Try feature without signup |
+
+### Conversion Path
+
+| Test | Hypothesis |
+|------|------------|
+| Trial CTA | Feature-specific trial offer |
+| Related features | Cross-link to other features |
+| Comparison | vs. competitors' version |
+| Pricing mention | Connect to relevant plan |
+| Case study link | Feature-specific success story |
+
+---
+
+## Cross-Page Experiments
+
+### Site-Wide Tests
+
+| Test | Hypothesis |
+|------|------------|
+| Chat widget | Impact on conversions |
+| Cookie consent UX | Minimize friction |
+| Page load speed | Performance vs. features |
+| Mobile experience | Responsive optimization |
+| Accessibility | Impact on conversion |
+| Personalization | Dynamic content by segment |
+
+### Navigation Tests
+
+| Test | Hypothesis |
+|------|------------|
+| Menu structure | Information architecture |
+| Search placement | Help visitors find content |
+| CTA in nav | Always-visible conversion path |
+| Breadcrumbs | Navigation clarity |

package/src/skills-lib/paid-ads/SKILL.md

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+---
+name: paid-ads
+description: "When the user wants help with paid advertising campaigns on Google Ads, Meta (Facebook/Instagram), LinkedIn, Twitter/X, or other ad platforms. Also use when the user mentions 'PPC,' 'paid media,' 'ROAS,' 'CPA,' 'ad campaign,' 'retargeting,' 'audience targeting,' 'Google Ads,' 'Facebook ads,' 'LinkedIn ads,' 'ad budget,' 'cost per click,' 'ad spend,' or 'should I run ads.' Use this for campaign strategy, audience targeting, bidding, and optimization. For bulk ad creative generation and iteration, see ad-creative. For landing page optimization, see page-cro."
+metadata:
+  version: 1.1.0
+---
+
+# Paid Ads
+
+You are an expert performance marketer with direct access to ad platform accounts. Your goal is to help create, optimize, and scale paid advertising campaigns that drive efficient customer acquisition.
+
+## Before Starting
+
+**Check for product marketing context first:**
+If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+
+Gather this context (ask if not provided):
+
+### 1. Campaign Goals
+- What's the primary objective? (Awareness, traffic, leads, sales, app installs)
+- What's the target CPA or ROAS?
+- What's the monthly/weekly budget?
+- Any constraints? (Brand guidelines, compliance, geographic)
+
+### 2. Product & Offer
+- What are you promoting? (Product, free trial, lead magnet, demo)
+- What's the landing page URL?
+- What makes this offer compelling?
+
+### 3. Audience
+- Who is the ideal customer?
+- What problem does your product solve for them?
+- What are they searching for or interested in?
+- Do you have existing customer data for lookalikes?
+
+### 4. Current State
+- Have you run ads before? What worked/didn't?
+- Do you have existing pixel/conversion data?
+- What's your current funnel conversion rate?
+
+---
+
+## Platform Selection Guide
+
+| Platform | Best For | Use When |
+|----------|----------|----------|
+| **Google Ads** | High-intent search traffic | People actively search for your solution |
+| **Meta** | Demand generation, visual products | Creating demand, strong creative assets |
+| **LinkedIn** | B2B, decision-makers | Job title/company targeting matters, higher price points |
+| **Twitter/X** | Tech audiences, thought leadership | Audience is active on X, timely content |
+| **TikTok** | Younger demographics, viral creative | Audience skews 18-34, video capacity |
+
+---
+
+## Campaign Structure Best Practices
+
+### Account Organization
+
+```
+Account
+├── Campaign 1: [Objective] - [Audience/Product]
+│   ├── Ad Set 1: [Targeting variation]
+│   │   ├── Ad 1: [Creative variation A]
+│   │   ├── Ad 2: [Creative variation B]
+│   │   └── Ad 3: [Creative variation C]
+│   └── Ad Set 2: [Targeting variation]
+└── Campaign 2...
+```
+
+### Naming Conventions
+
+```
+[Platform]_[Objective]_[Audience]_[Offer]_[Date]
+
+Examples:
+META_Conv_Lookalike-Customers_FreeTrial_2024Q1
+GOOG_Search_Brand_Demo_Ongoing
+LI_LeadGen_CMOs-SaaS_Whitepaper_Mar24
+```
+
+### Budget Allocation
+
+**Testing phase (first 2-4 weeks):**
+- 70% to proven/safe campaigns
+- 30% to testing new audiences/creative
+
+**Scaling phase:**
+- Consolidate budget into winning combinations
+- Increase budgets 20-30% at a time
+- Wait 3-5 days between increases for algorithm learning
+
+---
+
+## Ad Copy Frameworks
+
+### Key Formulas
+
+**Problem-Agitate-Solve (PAS):**
+> [Problem] → [Agitate the pain] → [Introduce solution] → [CTA]
+
+**Before-After-Bridge (BAB):**
+> [Current painful state] → [Desired future state] → [Your product as bridge]
+
+**Social Proof Lead:**
+> [Impressive stat or testimonial] → [What you do] → [CTA]
+
+**For detailed templates and headline formulas**: See [references/ad-copy-templates.md](references/ad-copy-templates.md)
+
+---
+
+## Audience Targeting Overview
+
+### Platform Strengths
+
+| Platform | Key Targeting | Best Signals |
+|----------|---------------|--------------|
+| Google | Keywords, search intent | What they're searching |
+| Meta | Interests, behaviors, lookalikes | Engagement patterns |
+| LinkedIn | Job titles, companies, industries | Professional identity |
+
+### Key Concepts
+
+- **Lookalikes**: Base on best customers (by LTV), not all customers
+- **Retargeting**: Segment by funnel stage (visitors vs. cart abandoners)
+- **Exclusions**: Exclude existing customers and recent converters — showing ads to people who already bought wastes spend
+
+**For detailed targeting strategies by platform**: See [references/audience-targeting.md](references/audience-targeting.md)
+
+---
+
+## Creative Best Practices
+
+### Image Ads
+- Clear product screenshots showing UI
+- Before/after comparisons
+- Stats and numbers as focal point
+- Human faces (real, not stock)
+- Bold, readable text overlay (keep under 20%)
+
+### Video Ads Structure (15-30 sec)
+1. Hook (0-3 sec): Pattern interrupt, question, or bold statement
+2. Problem (3-8 sec): Relatable pain point
+3. Solution (8-20 sec): Show product/benefit
+4. CTA (20-30 sec): Clear next step
+
+**Production tips:**
+- Captions always (85% watch without sound)
+- Vertical for Stories/Reels, square for feed
+- Native feel outperforms polished
+- First 3 seconds determine if they watch
+
+### Creative Testing Hierarchy
+1. Concept/angle (biggest impact)
+2. Hook/headline
+3. Visual style
+4. Body copy
+5. CTA
+
+---
+
+## Campaign Optimization
+
+### Key Metrics by Objective
+
+| Objective | Primary Metrics |
+|-----------|-----------------|
+| Awareness | CPM, Reach, Video view rate |
+| Consideration | CTR, CPC, Time on site |
+| Conversion | CPA, ROAS, Conversion rate |
+
+### Optimization Levers
+
+**If CPA is too high:**
+1. Check landing page (is the problem post-click?)
+2. Tighten audience targeting
+3. Test new creative angles
+4. Improve ad relevance/quality score
+5. Adjust bid strategy
+
+**If CTR is low:**
+- Creative isn't resonating → test new hooks/angles
+- Audience mismatch → refine targeting
+- Ad fatigue → refresh creative
+
+**If CPM is high:**
+- Audience too narrow → expand targeting
+- High competition → try different placements
+- Low relevance score → improve creative fit
+
+### Bid Strategy Progression
+1. Start with manual or cost caps
+2. Gather conversion data (50+ conversions)
+3. Switch to automated with targets based on historical data
+4. Monitor and adjust targets based on results
+
+---
+
+## Retargeting Strategies
+
+### Funnel-Based Approach
+
+| Funnel Stage | Audience | Message | Goal |
+|--------------|----------|---------|------|
+| Top | Blog readers, video viewers | Educational, social proof | Move to consideration |
+| Middle | Pricing/feature page visitors | Case studies, demos | Move to decision |
+| Bottom | Cart abandoners, trial users | Urgency, objection handling | Convert |
+
+### Retargeting Windows
+
+| Stage | Window | Frequency Cap |
+|-------|--------|---------------|
+| Hot (cart/trial) | 1-7 days | Higher OK |
+| Warm (key pages) | 7-30 days | 3-5x/week |
+| Cold (any visit) | 30-90 days | 1-2x/week |
+
+### Exclusions to Set Up
+- Existing customers (unless upsell)
+- Recent converters (7-14 day window)
+- Bounced visitors (<10 sec)
+- Irrelevant pages (careers, support)
+
+---
+
+## Reporting & Analysis
+
+### Weekly Review
+- Spend vs. budget pacing
+- CPA/ROAS vs. targets
+- Top and bottom performing ads
+- Audience performance breakdown
+- Frequency check (fatigue risk)
+- Landing page conversion rate
+
+### Attribution Considerations
+- Platform attribution is inflated
+- Use UTM parameters consistently
+- Compare platform data to GA4
+- Look at blended CAC, not just platform CPA
+
+---
+
+## Platform Setup
+
+Before launching campaigns, ensure proper tracking and account setup.
+
+**For complete setup checklists by platform**: See [references/platform-setup-checklists.md](references/platform-setup-checklists.md)
+
+### Universal Pre-Launch Checklist
+- [ ] Conversion tracking tested with real conversion
+- [ ] Landing page loads fast (<3 sec)
+- [ ] Landing page mobile-friendly
+- [ ] UTM parameters working
+- [ ] Budget set correctly
+- [ ] Targeting matches intended audience
+
+---
+
+## Common Mistakes to Avoid
+
+### Strategy
+- Launching without conversion tracking
+- Too many campaigns (fragmenting budget)
+- Not giving algorithms enough learning time
+- Optimizing for wrong metric
+
+### Targeting
+- Audiences too narrow or too broad
+- Not excluding existing customers
+- Overlapping audiences competing
+
+### Creative
+- Only one ad per ad set
+- Not refreshing creative (fatigue)
+- Mismatch between ad and landing page
+
+### Budget
+- Spreading too thin across campaigns
+- Making big budget changes (disrupts learning)
+- Stopping campaigns during learning phase
+
+---
+
+## Task-Specific Questions
+
+1. What platform(s) are you currently running or want to start with?
+2. What's your monthly ad budget?
+3. What does a successful conversion look like (and what's it worth)?
+4. Do you have existing creative assets or need to create them?
+5. What landing page will ads point to?
+6. Do you have pixel/conversion tracking set up?
+
+---
+
+## Tool Integrations
+
+For implementation, see the [tools registry](../../tools/REGISTRY.md). Key advertising platforms:
+
+| Platform | Best For | MCP | Guide |
+|----------|----------|:---:|-------|
+| **Google Ads** | Search intent, high-intent traffic | ✓ | [google-ads.md](../../tools/integrations/google-ads.md) |
+| **Meta Ads** | Demand gen, visual products, B2C | - | [meta-ads.md](../../tools/integrations/meta-ads.md) |
+| **LinkedIn Ads** | B2B, job title targeting | - | [linkedin-ads.md](../../tools/integrations/linkedin-ads.md) |
+| **TikTok Ads** | Younger demographics, video | - | [tiktok-ads.md](../../tools/integrations/tiktok-ads.md) |
+
+For tracking, see also: [ga4.md](../../tools/integrations/ga4.md), [segment.md](../../tools/integrations/segment.md)
+
+---
+
+## Related Skills
+
+- **ad-creative**: For generating and iterating ad headlines, descriptions, and creative at scale
+- **copywriting**: For landing page copy that converts ad traffic
+- **analytics-tracking**: For proper conversion tracking setup
+- **ab-test-setup**: For landing page testing to improve ROAS
+- **page-cro**: For optimizing post-click conversion rates

package/src/skills-lib/paid-ads/evals/evals.json

@@ -0,0 +1,90 @@
+{
+  "skill_name": "paid-ads",
+  "evals": [
+    {
+      "id": 1,
+      "prompt": "Help me plan a paid advertising strategy. We're a B2B SaaS tool for HR teams, selling at $99/month per seat. We have $15k/month to spend on ads and want to generate demo requests. Where should we advertise?",
+      "expected_output": "Should check for product-marketing-context.md first. Should apply the platform selection guide based on B2B, HR audience, $99/month price point. Should recommend LinkedIn (B2B targeting by job title/industry), Google Ads (search intent for HR software keywords), and potentially Meta (retargeting). Should recommend campaign structure with naming conventions. Should define audience targeting strategy for each platform. Should set budget allocation across platforms. Should define success metrics and attribution approach. Should recommend starting structure and scaling plan.",
+      "assertions": [
+        "Checks for product-marketing-context.md",
+        "Applies platform selection guide",
+        "Recommends platforms appropriate for B2B HR audience",
+        "Recommends campaign structure with naming conventions",
+        "Defines audience targeting per platform",
+        "Sets budget allocation across platforms",
+        "Defines success metrics",
+        "Recommends starting structure and scaling plan"
+      ],
+      "files": []
+    },
+    {
+      "id": 2,
+      "prompt": "Our Google Ads CPC is $12 and our cost per lead is $180. Is that good? We're getting about 80 leads/month from a $15k budget.",
+      "expected_output": "Should evaluate the metrics in context. Should assess: $12 CPC for B2B (reasonable depending on industry), $180 CPL (depends on LTV — need to compare against customer lifetime value), 80 leads/month from $15k (math checks out). Should apply the campaign optimization framework: check quality score, search term relevance, landing page conversion rate, negative keywords. Should recommend specific optimization levers to reduce CPC and CPL. Should frame performance against industry benchmarks if applicable. Should ask about downstream conversion rates (lead → demo → customer).",
+      "assertions": [
+        "Evaluates metrics in context",
+        "Compares CPL against LTV considerations",
+        "Applies campaign optimization framework",
+        "Recommends specific optimization levers",
+        "Asks about downstream conversion rates",
+        "Provides industry context for benchmarking"
+      ],
+      "files": []
+    },
+    {
+      "id": 3,
+      "prompt": "we want to run retargeting ads for people who visited our site but didn't convert. how should we set this up?",
+      "expected_output": "Should trigger on casual phrasing. Should apply the retargeting strategies section, specifically the funnel-based approach. Should recommend audience segments: all visitors (broad), pricing page visitors (high intent), blog readers (lower intent), and cart/signup abandoners (highest intent). Should recommend different messaging and offers for each segment. Should address frequency capping to avoid ad fatigue. Should recommend retargeting platforms (Meta, Google Display, LinkedIn). Should include duration windows for each audience.",
+      "assertions": [
+        "Triggers on casual phrasing",
+        "Applies funnel-based retargeting approach",
+        "Recommends audience segments by intent level",
+        "Recommends different messaging per segment",
+        "Addresses frequency capping",
+        "Recommends retargeting platforms",
+        "Includes audience duration windows"
+      ],
+      "files": []
+    },
+    {
+      "id": 4,
+      "prompt": "Should we advertise on TikTok? We sell accounting software to small businesses. Our current ads are on Google and Meta.",
+      "expected_output": "Should apply the platform selection guide for TikTok specifically. Should evaluate TikTok fit for accounting software + small business audience: likely a weaker fit than Google/Meta for this category (lower purchase intent, younger skewing audience, less B2B targeting). Should discuss when TikTok CAN work for B2B (brand awareness, creative content, younger business owners). Should provide an honest recommendation with caveats. Should suggest a small test budget approach if they want to try.",
+      "assertions": [
+        "Applies platform selection guide for TikTok",
+        "Evaluates fit for accounting + small business audience",
+        "Provides honest assessment of likely weaker fit",
+        "Discusses when TikTok can work for B2B",
+        "Suggests small test budget if proceeding",
+        "Compares to their existing Google/Meta performance"
+      ],
+      "files": []
+    },
+    {
+      "id": 5,
+      "prompt": "How do we structure our Google Ads campaigns? We have 50+ keywords we want to target for our CRM product.",
+      "expected_output": "Should apply the campaign structure and naming conventions framework. Should recommend organizing campaigns by theme/intent (brand, competitor, product features, pain points). Should recommend ad group structure (tightly themed, 5-15 keywords per group). Should define naming conventions for campaigns and ad groups. Should recommend match types strategy. Should include negative keyword lists. Should provide a sample campaign structure.",
+      "assertions": [
+        "Applies campaign structure framework",
+        "Organizes campaigns by theme/intent",
+        "Recommends tight ad group structure",
+        "Defines naming conventions",
+        "Recommends match types strategy",
+        "Includes negative keyword lists",
+        "Provides sample campaign structure"
+      ],
+      "files": []
+    },
+    {
+      "id": 6,
+      "prompt": "Can you write some ad copy for our Facebook ads? We need headlines and descriptions for 5 different angles.",
+      "expected_output": "Should recognize this is an ad creative generation task, not campaign strategy. Should defer to or cross-reference the ad-creative skill, which handles platform-specific ad copy generation with character limits, angle-based variation, and batch generation. May provide brief ad copy framework guidance but should make clear that ad-creative is the right skill for generating ad copy at scale.",
+      "assertions": [
+        "Recognizes this as ad creative generation",
+        "References or defers to ad-creative skill",
+        "Does not attempt bulk ad copy generation using campaign strategy patterns"
+      ],
+      "files": []
+    }
+  ]
+}