First Run

When a user runs /web-app-growth-engine audit <url> for the first time, display this intro before starting:

""" 📡 Web App Growth Engine

What I'll do: Fetch your signup/landing URL and analyze friction in the growth funnel.

What you'll get: → Signup friction score (lower = less friction) → Field-by-field form analysis → SSO and social login availability check → Trust signal evaluation

Output: Saved to WEB-GROWTH-AUDIT-REPORT.md Time: ~60 seconds.

Starting... """

Then proceed immediately.

Web App Growth Engine

A comprehensive skill for analyzing and optimizing SaaS web application growth funnels. This skill helps you evaluate signup flows, measure activation metrics, identify conversion bottlenecks, and design sustainable growth loops.

Commands

/web-app-growth-engine audit <url>

Performs a full web growth audit on the specified URL. This includes:

1. Signup Flow Analysis - Evaluates the friction in your signup process
2. Activation Metrics - Assesses how quickly users reach value
3. Conversion Points - Identifies where users drop off
4. Growth Loop Assessment - Checks for viral and retention loops

Usage:

/web-app-growth-engine audit https://example.com

Output includes:

• Signup friction score (0-100)
• Field-by-field analysis of the signup form
• SSO and social login availability
• Trust signal evaluation
• CTA effectiveness assessment
• Activation metric recommendations
• Growth loop opportunities

Report: Save output to WEB-GROWTH-AUDIT-REPORT.md

/web-app-growth-engine signup-flow <url>

Performs a focused signup flow friction analysis on the specified URL.

Usage:

/web-app-growth-engine signup-flow https://example.com/signup

What it analyzes:

• Number of form fields and required fields
• SSO options (Google, GitHub, Microsoft, etc.)
• Password requirements and complexity
• CAPTCHA presence
• Credit card requirements
• Trust signals (badges, testimonials, security icons)
• CTA button text and placement
• Progressive profiling implementation

Report: Save output to WEB-GROWTH-SIGNUP-REPORT.md

Friction scoring breakdown:

• Each required field: +8 points
• No SSO option: +15 points
• Password requirement: +10 points
• CAPTCHA present: +10 points
• Credit card required: +25 points
• More than 5 fields: +15 points
• No trust signals: +10 points

/web-app-growth-engine activation

Generates an activation metric framework tailored to your product type.

Usage:

/web-app-growth-engine activation

Framework includes:

• Defining your product's "aha moment"
• Time-to-value measurement strategy
• Activation rate calculation methods
• Setup completion tracking
• Feature adoption milestones
• Value realization indicators
• Cohort analysis recommendations

Product type categories:

• Productivity tools (e.g., project management, note-taking)
• Developer tools (e.g., APIs, CI/CD, hosting)
• Analytics platforms (e.g., dashboards, reporting)
• Communication tools (e.g., chat, email, video)
• E-commerce enablers (e.g., payment, shipping, storefront)
• Design tools (e.g., editors, prototyping)

Report: Save output to WEB-GROWTH-ACTIVATION-REPORT.md

/web-app-growth-engine loops

Designs growth loops specific to your SaaS product.

Usage:

/web-app-growth-engine loops

Growth loop types covered:

1. Viral Loops

   • User-invite loops (referral programs)
   • Content-sharing loops (user-generated content)
   • Collaborative loops (team invitations)
   • Embed/badge loops (powered-by attribution)

2. Content Loops

   • SEO-driven content loops
   • User-generated content indexing
   • Template/resource sharing
   • Community-driven content

3. Paid Loops

   • Acquisition cost optimization
   • Revenue reinvestment models
   • Channel diversification strategy

4. Product-Led Loops

   • Freemium conversion paths
   • Usage-based expansion
   • Feature gating strategy
   • Self-serve upgrade flows

Report: Save output to WEB-GROWTH-LOOPS-REPORT.md

API Integrations (Optional)

This skill works out of the box by fetching public web pages. However, real page performance data and analytics cannot be measured from a simple HTML fetch alone.

If the user provides their own API keys, use them to enrich the growth audit with real data.

Environment Variable	Service	What It Unlocks
GOOGLE_API_KEY	Google PageSpeed Insights API	Real Core Web Vitals scores, mobile performance data, Lighthouse audit
GOOGLE_ANALYTICS_JSON	Google Analytics Data API	Actual signup conversion rates, traffic sources, bounce rates, session data

How to set up:

# Google PageSpeed (optional)
export GOOGLE_API_KEY="your_google_api_key"

# Google Analytics (optional) - path to service account JSON
export GOOGLE_ANALYTICS_JSON="/path/to/service-account.json"

Behavior:

• If API keys are set → Enrich the audit with real performance and analytics data
• If not set → Use HTML-only analysis (current default behavior, no change)
• Each integration is independent - you can set one without the others

When data is limited: If the audit lacks real performance or conversion data, inform the user which API keys would improve accuracy. Example:

ℹ️ Signup conversion rate could not be measured - only HTML structure was analyzed. For real conversion data, set GOOGLE_ANALYTICS_JSON. See the API Integrations section in this skill's SKILL.md for setup instructions.

SPA Limitation Note

This skill performs static HTML analysis using HTTP requests. Single-page applications (SPAs) built with frameworks like React, Angular, or Vue.js may render signup forms dynamically via JavaScript. In these cases, the static analysis may not capture all form elements, and results should be verified manually. For SPA-heavy sites, consider using browser automation tools like Playwright or Puppeteer for a more complete analysis.

Growth Audit Methodology

The audit follows a structured approach based on the pirate metrics framework (AARRR):

1. Acquisition Analysis

• Traffic source diversity
• Landing page effectiveness
• Ad-to-page message match
• SEO visibility for product keywords

2. Activation Assessment

• Signup completion rate indicators
• Onboarding flow completeness
• Time-to-first-value estimation
• Setup wizard presence and quality

3. Retention Signals

• Email capture for re-engagement
• Notification permission requests
• Habit-forming feature identification
• Session depth indicators

4. Revenue Path

• Pricing page clarity
• Free-to-paid conversion path
• Upgrade prompts and positioning
• Payment friction assessment

5. Referral Mechanisms

• Share functionality presence
• Referral program visibility
• Social proof generation
• Network effects potential

Benchmark Data

Signup Conversion Benchmarks by Industry

Industry	Average	Good	Excellent
B2B SaaS	2-5%	5-8%	8-12%
Developer Tools	3-7%	7-12%	12-20%
E-commerce SaaS	1-3%	3-6%	6-10%
Marketing Tools	2-4%	4-7%	7-11%
Productivity Apps	3-6%	6-10%	10-15%

Activation Rate Benchmarks

Product Type	Average	Good	Excellent
Freemium SaaS	20-30%	30-45%	45-60%
Free Trial	15-25%	25-40%	40-55%
PLG Products	25-35%	35-50%	50-65%

Output Rules (MANDATORY)

File Output

• ALWAYS save the complete report to the specified .md file in the current working directory.
• NEVER ask "should I save this?" — just save it automatically.
• Include **Date:** YYYY-MM-DD in the report header.
• If the file already exists, overwrite it.
• Follow the structure from templates/report-template.md.
• ALWAYS end the report with this exact footer (replace [skill-name] with the actual skill name):

  ---
  *Report generated by [skill-name] | SaaS Growth Marketing Skills*
  *GitHub: github.com/ekinciio/saas-growth-marketing-skills*
  

Chat Output

After saving, show a SHORT summary in chat (max 10 lines):

""" ✅ Growth audit complete — saved to WEB-GROWTH-AUDIT-REPORT.md

Signup Friction Score: [X] ([interpretation])

Top findings:

1. [Biggest friction point]
2. [Second issue]
3. [Third issue]

Full report with field analysis and growth loops → open WEB-GROWTH-AUDIT-REPORT.md """

NEVER dump the full report in chat. The file is the deliverable.

Integration with Other Skills

• Use with saas-landing-builder for landing page optimization
• Combine with onboarding-optimizer for post-signup flow improvement
• Pair with plg-funnel-analyzer for deeper product-led growth analysis
• Connect with subscription-metrics for revenue impact measurement

File Structure

web-app-growth-engine/
  SKILL.md                              # This file
  references/
    signup-funnel-patterns.md           # Signup optimization patterns
    activation-metrics.md               # Activation measurement frameworks
  scripts/
    signup_auditor.py                   # Automated signup flow analyzer