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Twitter Ads Case Study: Guru

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What I clicked on:

Why I clicked on it:

  • I’ve been both the tapper and the tapped, and it is absolutely hugely distracting
  • What would a solution like this mean?
  • Is this a competitor with Slack? I love Slack.

What I found:

  • landing page: learn.getguru.com (note: this page has changed, so these bullet points apply to the old version)
  • UTM parameter campaign=twitter-retargeting
  • headline, 2 buttons: see guru in action, get started now
  • statement of the problem – reasons your team needs guru
  • 4 reasons your team “will adopt guru” (powerful priming language right there)
  • context section – how it works with a “watch a demo” button
  • customer logos
  • testimonials
  • get started now (“or see pricing” in tiny font)

Takeaways:

  • lots of conversion points
  • clear expression of value prop
  • priming language is powerful
  • validation with customer logos and testimonials
  • overall persuasive flow

DOTS

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Play Again.

An even square of perfectly formed dots in harmonious shades of blue, red, yellow, green, purple flits onto the screen. The colors are grouped in two, threes, sevens; a single green dot in a sea of blue and red; a stair-step of yellow. Pair consecutive dots and they blink from existence. Nestling the dots in tiny, perfect squares and rectangles creates the opportunity for explosive connection: linking this group of blue dots evaporates blue from the grid and settles the remaining colors in pleasing bundles of their own. After thirty moves or sixty seconds, your beautiful dots disappear and you’re left with nothing but the cold, hard truth. You didn’t beat your max score. Not even close.

Play Again.

This is why I can’t stop playing DOTS.

This game is beautiful – really, it is. It’s also a devious execution of perfect game mechanics. It’s a lot like other pairing games — Bejeweled, Candy Crush, etc — but with a design-y look-and-feel that sets it apart. I thought I’d write out a few of the characteristics that make it so darned addictive.

DOTS1.PNG

Scarcity
The free version of Dots gives you two options for gameplay: timed and number of moves. Both are maddeningly short. Just long enough to get you lulled into the comfortable routine of swiping dots, but short enough that the end feels sudden and crushing. When that final screen pops up, you can’t help but click “Play Again.” You just got in your groove!

Randomness
Every game is different. That means every round you have a chance to get a more favorable first seed of dots than last time, powering a curiosity that fuels “one more round….”

Feedback
When you finish a round, your score is displayed alongside your best score. “Here’s how you did,” it says, “But here’s how much you missed by.” This triggers an “I can beat that” instinct and makes it almost impossible for me not to reflexively press “Play Again.” I know I can beat that high score this time! One more round!

Easter Eggs
The game also builds in cool, sort of useless features if you dig through the Settings. Like the Christmas Theme, or Lights Out Theme.

This makes for a more personalized experience and gives us more mileage out of the same general game idea. This one has a snowman! I’ll just play two more rounds!

Beautiful Design
And as I mentioned above, the game is just beautiful. It’s simple, uses pleasing color combinations and icons, has nice typography, and gives you funny little dot-doodled character trophies.

Who wouldn’t want to hit that achievement? Look at her! She’s so cute! The simplicity isn’t just beautiful, it’s also soothing – we’re not dealing with a lot of outside noise or other stimuli in the game so we can zone out and focus on swiping. Swipe. Swipe.

So there you have it – all the reasons I’m obsessed with this little game. Download it if you dare.

Box Kite Coffee

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Photo via Box Kite NYC

Photo via Box Kite NYC

I’m a big believer that no market can ever really be truly saturated. No matter how many businesses are stuffed in the sardine can of your industry, if you can do it better, cheaper, or with greater distinction, the market will make room for you. Whether you’re making iPhone games, baby shoes or craft beer, the market rewards excellence.

New York City seems to me like one of those places we expect to be fully saturated, but new and interesting things keep popping up – and staying popped. This week I stopped into a newcomer on the New York specialty coffee scene, Box Kite in the East Village. A beautiful, minimalist space with white walls and dark wood, Box Kite is immediately comfortable. Guests can choose to sit at the bar or the few seats by the window, and the staff are welcoming and casual. Coffee offerings are scrawled on a butcher paper roll installed in the near wall – one choice each for straight espresso, pourover, or drip. When I visited, a MADCAP Ethiopian could be ordered as espresso or drip, with a third Ethiopian from Heart Roasters on pourover.

Given its size and seating arrangement, the cafe is best-suited for pairs or solo travelers. Sitting in the middle of the bar and sipping espresso served with a cookie and sparkling water, I had a curiosity-satisfying view of the chefs at work and could chat with the barista about the coffees. The cafe is open late, making it one of the few places in the city to get exceptional after-dinner coffee, and it’s truly a great place to do so.

I’m happy to see there’s still room for more of the good stuff even in a city as crowded as New York. I’ll be keeping my eye on Box Kite and thinking good thoughts their way to stay in business.