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- 🍐#91: Docs conversion trick, team-level activation, and writing for LLMs
🍐#91: Docs conversion trick, team-level activation, and writing for LLMs
Jakub Czakon
November 24, 2024
Hey,
Your favorite pear🍐was sick the whole week. No puns this time just a reco. If you know Polish and like The Office, do watch the Polish version. Binged all four seasons (Dawid, thanks for sharing this!).
This week on the agenda:
Docs conversion trick -> add a signup CTA
“This content was designed for LLM” page
Think about team activation
+ a few bonus links at the end
Total pearusing time: 5min
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Developer marketing insights
1. Docs conversion trick -> add a signup CTA
This is a cool story coming from the GOAT of all docs. They added a signup button to their header and the conversions and revenue followed.
This is what Stripe docs looked like in 2017:
Stripe docs in 2017
And in 2018 “Create Account” was added:
Stripe docs in 2018
Interestingly, Peggy shared that when they added it to Apollo GraphQL docs, signups went up by 20%.
It sounds like a good thing to try out.
2. “This content was designed for LLM” page
Listened to one of the latest Code to Market episodes and this topic came up.
They have a docs page built for LLMs to read. LLM SEO optimization hacking so to speak.
The page starts with:
⚠️ Note: This content is specifically designed for LLMs and not intended for human reading.
And then it is very bare bones, all markdown, easy for a language model to consume.
Feels like an old-school keyword stuffing to rank in Google but hey I think it will work for a long time (until people heavily abuse it). And even then when done tastefully I wouldn’t be surprised if it was fine after all.
3. Think about team activation
This is something I didn’t really appreciate (or understand) very well before I worked with Ben from PLGeek (dev tool PLG growth advisor). If your dev-facing product adds value primarily at a team level (collaboration, security etc) then your activation metric should be team-level too.
He wrote a great post about team-level activation in dev-facing PLG product that goes well beyond that insight:
This is how he starts to explain it:
“In B2C, activation is straightforward: one user, one journey.
But B2B?
That's a different game - one that most PLG playbooks get wrong by focusing too much on individual user journeys.
Successful product-led growth in B2B means enabling teams to discover, adopt, and expand usage - often without direct sales involvement.
In B2B, you see distributed activation patterns - where different team members play different roles in the activation journey.”
For example, once the first teammate gets to their first Aha moment, once they start to understand and get value from your product you may want to encourage them to invite their colleagues with a banner like this:
You don’t want to do that right after signup though because people didn’t get any value yet. Help them get to that first win.
There are so many insights in the post though, and I don’t want to butcher them so…
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