web-app-growth-engine

name

web-app-growth-engine

description

Analyze and optimize SaaS web application growth funnels. Evaluates signup flows, activation metrics, conversion points, and growth loops for web-based SaaS products. Use when the user mentions web app growth, signup funnel, signup conversion, activation rate, web activation, user acquisition for web apps, or growth engine optimization. Use for post-click product funnels (signup, onboarding, activation, growth loops) - for auditing the landing page itself, use landing-page-cro.

Audit Intro

When starting an audit (/web-app-growth-engine audit <url>), show this intro before proceeding:

""" 📡 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
• Each required checkbox (consent/terms): +2 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

If the page cannot be fetched or no signup form is found, the script reports an error or "N/A" instead of a score and exits non-zero - never present a failed audit as a low-friction result.

/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

Richer Data (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.

PageSpeed data (GOOGLE_API_KEY): if the user provides a Google API key, fetch real Core Web Vitals directly (e.g. with curl or WebFetch) - no script changes needed:

https://www.googleapis.com/pagespeedonline/v5/runPagespeed?url=<url>&key=$GOOGLE_API_KEY&strategy=mobile

Read these fields from the JSON response and cite them in the audit:

• lighthouseResult.categories.performance.score - overall performance (0-1)
• lighthouseResult.audits['largest-contentful-paint'] - LCP (good: ≤ 2.5s)
• lighthouseResult.audits['interaction-to-next-paint'] - INP (good: ≤ 200ms)
• lighthouseResult.audits['cumulative-layout-shift'] - CLS (good: ≤ 0.1)

export GOOGLE_API_KEY="your_google_api_key"

Analytics data (paste/export): there is no automated Google Analytics integration. If the user can paste or export their GA4 funnel numbers (signup conversion rate, traffic sources, drop-off by step), incorporate them into the analysis and benchmark them against the tables below. Without user-provided numbers, the audit is based on HTML structure alone - say so in the report:

ℹ️ Signup conversion rate could not be measured - only HTML structure was analyzed. Paste your GA4 funnel numbers (signups / visitors, by traffic source) and I will fold them into the analysis.

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, save the fully rendered HTML from the browser and audit that file instead.

Local HTML Files

scripts/signup_auditor.py accepts either a URL or a path to a saved HTML file (python signup_auditor.py ./saved-signup-page.html). Use this to audit rendered SPA output, staging pages behind auth, or any page saved from the browser.

Non-English Pages

The script's text-pattern checks (trust signals, credit card mentions, SSO button text) are English-only. When the page's <html lang> is not English, the script prints a prominent warning and those checks are unreliable. In that case, evaluate trust signals, credit card requirements, and SSO options yourself by reading the actual page content, and note in the report which findings were assessed manually.

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.
• Structure the report as: header (title, URL, **Date:**) → friction score and benchmark → form analysis → authentication and trust findings → recommendations.
• 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