القائمة
Apply 101 product-design, conversion, and behavioral-science principles to build SaaS products that convert, retain, and monetize
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| name | revenue-centric-design-principles |
| description | Apply 101 product-design, conversion, and behavioral-science principles to build SaaS products that convert, retain, and monetize |
| triggers | ["how do I improve conversion on my landing page","what are best practices for SaaS onboarding","how can I reduce churn in my product","help me design a pricing page that converts","what behavioral science principles should I use","how do I apply revenue-centric design","show me how to optimize for activation","what's the right way to do free trials"] |
Skill by ara.so — Design Skills collection.
A distilled playbook of 101 product-design, conversion-rate optimization, and behavioral-science principles for building SaaS and startup products that convert, retain, and monetize. Sourced from the work of Richard (@richardrx) — ex-Volkswagen, ex-PayPal, ex-IBM product designer specializing in applied behavioral science and Revenue-Centric Design (RCD).
Core Philosophy: Design should serve the user and the business — value and revenue, not one or the other.
npx skills add heliocosta-dev/revenue-centric-design
Or manually:
git clone https://github.com/heliocosta-dev/revenue-centric-design.git ~/.claude/skills/revenue-centric-design
Update to latest:
npx skills update revenue-centric-design
Not for gambling, betting, or casino products. This skill will decline requests related to:
The skill organizes 101 principles across 10 themes:
| Theme | Count | When to Use |
|---|---|---|
conversion-and-landing-pages.md | 16 | Landing page copy, CTAs, hero sections, social proof |
onboarding-and-activation.md | 19 | Empty states, aha moments, trial design, activation flows |
revenue-centric-design.md | 13 | Core RCD philosophy, design process, methodology |
pricing-and-monetization.md | 11 | Pricing pages, anchoring, decoy effect, upgrade flows |
churn-and-retention.md | 9 | Cancellation flows, expectation debt, retention hooks |
behavioral-science-toolkit.md | 7 | Loss aversion, peak-end rule, cognitive biases |
product-strategy-and-features.md | 7 | Feature adoption, Swiss Knife Index, attention economy |
positioning-icp-and-gtm.md | 8 | ICP definition, niche selection, PLG strategy |
ai-era-differentiation.md | 7 | Moats in AI era, commoditization, vibe-coding pitfalls |
metrics-and-experimentation.md | 4 | A/B testing, vanity metrics, churn→LTV math |
When a user asks about a specific topic, reference the relevant theme file:
# Example: User asks about improving landing page conversion
# → Load: references/conversion-and-landing-pages.md
# → Find principles matching context (e.g., hero design, CTA placement)
# → Return actionable advice with evidence
from pathlib import Path
def get_principles(theme: str) -> str:
"""Load principles from a specific theme."""
skill_dir = Path("~/.claude/skills/revenue-centric-design").expanduser()
theme_file = skill_dir / "references" / f"{theme}.md"
return theme_file.read_text()
# Load conversion principles
conversion_principles = get_principles("conversion-and-landing-pages")
Every principle follows this shape:
## Principle Name
**Apply when:** [Context where this principle applies]
**The move:** [Concrete action to take]
**Evidence:** [Proof, data, or reasoning]
**Visual:** [Reference to diagram/example if applicable]
**Source:** [Link to original post]
# User: "How do I write better hero copy?"
# → Reference: conversion-and-landing-pages.md
# → Principles: Eugene Schwartz awareness levels, promise-proof gap
Key principles to apply:
- Match copy to awareness level (problem-aware vs solution-aware)
- Lead with outcome, not feature
- Show proof before claim (testimonials above fold)
- Use specificity over superlatives ("2.3× faster" > "blazing fast")
# User: "How do I design a product tour?"
# → Reference: onboarding-and-activation.md
# → Principles: Time-to-Value, empty state design, activation metrics
Key principles:
- Don't build a tour — build to the aha moment
- Empty states should teach through action, not explanation
- Default the user into the happy path
- Measure activation, not signup
# User: "Should I show three pricing tiers?"
# → Reference: pricing-and-monetization.md
# → Principles: Decoy effect, anchoring, Good-Better-Best (GBB)
Key principles:
- Use GBB (3 tiers) with middle tier highlighted
- Position highest tier as anchor (makes middle feel reasonable)
- Add decoy tier if conversion to top tier is weak
- Trial with card > trial without card (qualified intent)
# User: "Users are canceling after the trial"
# → Reference: churn-and-retention.md
# → Principles: Expectation debt, loss aversion, peak-end rule
Key principles:
- Audit expectation debt (promise vs delivered value)
- Show what they'll lose, not what they'll save
- Design cancellation flow to surface retention offers
- Track leading indicators (usage depth, not breadth)
from pathlib import Path
from typing import List, Dict
class RCDSkill:
"""Helper to query Revenue-Centric Design principles."""
def __init__(self):
self.base_path = Path("~/.claude/skills/revenue-centric-design/references").expanduser()
self.themes = {
"conversion": "conversion-and-landing-pages.md",
"onboarding": "onboarding-and-activation.md",
"rcd": "revenue-centric-design.md",
"pricing": "pricing-and-monetization.md",
"churn": "churn-and-retention.md",
"behavioral": "behavioral-science-toolkit.md",
"product": "product-strategy-and-features.md",
"positioning": "positioning-icp-and-gtm.md",
"ai": "ai-era-differentiation.md",
"metrics": "metrics-and-experimentation.md"
}
def load_theme(self, theme_key: str) -> str:
"""Load a specific theme's principles."""
if theme_key not in self.themes:
raise ValueError(f"Unknown theme: {theme_key}")
file_path = self.base_path / self.themes[theme_key]
return file_path.read_text()
def search_principles(self, query: str) -> List[str]:
"""Search across all themes for relevant principles."""
results = []
for theme_key in self.themes:
content = self.load_theme(theme_key)
if query.lower() in content.lower():
results.append(f"Found in {theme_key}: {self.themes[theme_key]}")
return results
# Usage
skill = RCDSkill()
# Load specific theme
onboarding = skill.load_theme("onboarding")
# Search across all themes
results = skill.search_principles("social proof")
Unaware → Problem-Aware → Solution-Aware → Product-Aware → Most Aware
Application: Match landing page copy to user's awareness level.
Feature Count ÷ Adoption Rate = Bloat Score
Higher score = more features nobody uses. Fix by:
[Basic] [Professional ⭐] [Enterprise]
$X $3-4X $10X+
Users remember:
Not the average. Design onboarding/offboarding around these moments.
The skill references markdown files in references/. To extend:
references/.md file, update SKILL.md theme table## [Principle Name]
**Apply when:** [specific context, e.g., "designing a pricing page for B2B SaaS"]
**The move:** [concrete action, e.g., "Show annual discount as $ saved, not % off"]
**Evidence:** [data/reasoning, e.g., "Loss aversion: $1,200/yr sounds cheaper than $100/mo"]
**Visual:** [if applicable, reference to asset in assets/]
**Source:** [Twitter/X post URL]
Check coverage date in README.md. Skill covers posts up to 1 Jul 2026. Newer insights may not be included.
Solution: Run npx skills update revenue-centric-design to check for updates.
RCD principles are context-dependent. Example:
Resolution: Trial-with-card applies when filtering for qualified intent (B2B, high ACV). Instant access applies for PLG/consumer products.
Cross-reference themes. Many principles span multiple themes:
conversion-and-landing-pages.md + behavioral-science-toolkit.mdonboarding-and-activation.md + product-strategy-and-features.mdSearch pattern:
import re
from pathlib import Path
def find_principle(keyword: str):
"""Search all theme files for a keyword."""
refs_dir = Path("~/.claude/skills/revenue-centric-design/references").expanduser()
for md_file in refs_dir.glob("*.md"):
content = md_file.read_text()
if re.search(keyword, content, re.IGNORECASE):
print(f"Found in: {md_file.name}")
# Extract surrounding context
lines = content.split('\n')
for i, line in enumerate(lines):
if re.search(keyword, line, re.IGNORECASE):
print('\n'.join(lines[max(0, i-3):i+4]))
print("---")
find_principle("decoy effect")
User request: "Our landing page converts at 2%. How do I improve it?"
Agent workflow:
1. Load: references/conversion-and-landing-pages.md
2. Apply principles:
- Awareness level matching (Principle #3)
- Promise-proof gap (Principle #1)
- Social proof placement (Principle #8)
Recommendations:
- Audit copy against Eugene Schwartz levels (most visitors = solution-aware)
- Move testimonials above fold (proof before promise)
- Replace "Best-in-class" with specific outcome ("Ship 2× faster")
- Add comparison table (differentiate from competitors)
- Test CTA copy: "Start Free Trial" → "See Your Dashboard in 60s"
Evidence: Specificity > superlatives (Principle #4), Time-to-Value focus (Principle #12)
User request: "30% of trials activate, but only 5% convert to paid"
Agent workflow:
1. Load: references/onboarding-and-activation.md
2. Load: references/churn-and-retention.md
3. Diagnose: High activation, low conversion = expectation debt
Root cause analysis:
- Activation metric may be wrong (signed up ≠ saw value)
- Trial doesn't demonstrate paid-tier value
- Upgrade prompt mistimed
Recommendations:
- Redefine activation: track depth, not breadth (Principle #OA-4)
- Show paid features during trial (let them hit the limit, Principle #PM-8)
- Add loss-aversion messaging at trial end (Principle #CR-3)
- Audit promise vs delivered value (Principle #CR-1)
Evidence: "Expansion is born of usage" (RCD Principle #8)
User request: "We're pivoting from SMB to enterprise. How do we position?"
Agent workflow:
1. Load: references/positioning-icp-and-gtm.md
2. Load: references/pricing-and-monetization.md
Key shifts:
- ICP redefinition (Principle #POS-1): Enterprise = different JTBD
- Copy: outcome → ROI/risk reduction (Principle #CONV-3)
- Pricing: Add enterprise tier, remove self-serve annual (Principle #PM-2)
- Social proof: Replace quantity with logos (Principle #CONV-8)
- CTAs: "Start Free Trial" → "Book a Demo" (qualified intent, Principle #PM-6)
Evidence: "Price is a filter" (RCD Principle #9), "Same competes on price" (RCD #5)
Visual diagrams live in assets/:
awareness-levels.png — Schwartz awareness laddergbb-pricing.png — Good-Better-Best tier structureactivation-funnel.png — Signup → Activation → Paid conversionReference in responses like:
See the awareness levels diagram (assets/awareness-levels.png) for mapping copy to user state.
Last updated: 1 July 2026
Coverage: Posts from 14 Jan 2026 → 1 Jul 2026 (101 posts)
Posts after 1 Jul 2026 are not yet included. To extend coverage:
references/README.md and CHANGELOG.mdAll frameworks, principles, and the term Revenue-Centric Design belong to Richard (@richardrx). This skill distills his public writing with permission for educational use.
Every principle links back to the source post on X/Twitter.
When to use this skill:
When NOT to use: