Priya Nair
Reports in revenue. Allergic to vanity metrics and the phrase "just make it go viral".
- Role
- Head of Growth
- Based
- Sydney
- In the journal
- 44 articles · 6 case studies
Larklight: a SaaS marketing site that doubled demo bookings
A field-service SaaS rewrote its positioning, rebuilt its pricing page around honesty, and doubled demo bookings without spending a dollar more on ads.
Summit & Still: booking UX for a yoga studio group with a calm nervous system
Five studios, one timetable, zero countdown timers. Rebuilding Summit & Still's booking around teacher loyalty, ethical intro offers and empathetic emails.
Harbourlight: a donation flow that respects the giver
A coastal housing charity's donation flow rebuilt around honesty — plain fees, fair recurring asks, and receipts that read like a human wrote them.
Northwind Ledger: rebuilding the dashboard accountants actually open
How we rebuilt Northwind Ledger's dashboard around a 40-second morning ritual — sparklines over charts, cash anxiety first, and a hard performance budget.
Brightmarsh: onboarding course-takers without the confetti
Onboarding for a short-course platform that trades confetti for momentum: activation up 41% with honest progress mechanics and lifecycle email that pairs.
GLADE: skincare e-commerce with nothing to hide
A skincare brand led with evidence instead of glow-washed photography. How ingredient transparency UX and honest PDPs changed what loyalty looks like.
Internal linking is architecture, not an afterthought
Internal linking is information architecture, not a plug-in. Hub-and-spoke models, anchor-text discipline, related-content automation, and measuring crawl paths.
Skip, pause, cancel: retention through respect
The skip button as a first-class retention tool, pause-over-cancel patterns, honest save offers, winback measurement, and exit surveys with a 'none of your business' option.
The help centre is a growth channel: SEO that deflects tickets
Your help centre is a growth channel in disguise. How to write support docs that rank for problem-aware searches and measurably deflect tickets.
Community-led growth: the honest ten-year version
What a decade of building B2B communities taught us: when community is worth the commitment, formats that sustain, and measuring dark-funnel influence.
Pricing AI features: cost curves, credits and honest limits
How to price LLM features without burning margin: cost per action as a unit-economics input, credits vs guardrailed unlimited, fair-use caps, tiering and drift.
Analytics for AI features: what to measure
Chat volume tells you nothing. The instrumentation stack we use for AI features: acceptance, correction signals, task completion, cost-quality overlays, weekly review.
Testing brand voice on people, not vibes
Vibes aren't evidence. Test brand voice on real people with comprehension checks, cloze deletion and the 'could a competitor say this' filter.
Share cards are a growth channel
Every shared link is an ad you didn't design. Running share cards like a channel: title testing, platform caches, and measuring dark-social lift honestly.
Landing-page anatomy: nine sections, one job
Landing-page anatomy section by section: the above-the-fold promise, objection order, proof stacking, demo moments and the end-of-page CTA ladder.
Programmatic SEO without polluting the web
When programmatic pages earn indexation: data-backed templates, uniqueness thresholds, internal-link architecture, and a quality bar that survives core updates.
A creative-testing cadence that compounds
Creative is paid media's biggest lever and its worst managed. A weekly testing cadence, naming that preserves learnings, and the library that compounds.
Lead capture without the popup
Replacing exit-intent popups with respectful capture: read-progress offers, content-linked CTAs, end-of-article consoles — and how to know trust survived.
Local SEO when you have three postcodes
Multi-location SEO for service firms with real offices in several cities: location pages that earn rankings, Google Business Profile discipline, and measuring value.
Writing an analytics implementation plan before you tag anything
A measurement plan decides what to track; an implementation plan decides how. Naming, property hygiene, consent mode, staging QA and the 30-day calibration.
Bidding on your own name: when brand PPC pays
Should you bid on your own brand terms? The incrementality test that answers it, the economics of defensive spend, conquesting ethics, and a spreadsheet to decide.
Migrating a site without burning its rankings
Domain changes, CMS switches and relaunches are risk decisions, not just checklists. How to forecast the dip, set expectations and know when to roll back.
Loyalty programs people don't resent
Most loyalty programs are bribery with a spreadsheet. Designing points worth earning, tiers without manipulation, and proof the program changes behaviour.
What 30 pricing pages taught us about clarity
A research review of SaaS pricing pages: tier naming that means something, comparison tables that aren't mazes, honest annual toggles and enterprise patterns.
The gate question: what to charge an email address for
Gating decisions with real trade-off math: the reach cost of a form, the lead-quality myth, which formats earn a gate, and the hybrid save pattern.
Evals are the new unit tests: a practical guide for product teams
Golden sets, rubric graders, regression gates and CI plumbing: how product teams build LLM evaluations that catch real regressions without a research team.
Feedback loops users will actually feed
Thumbs-down rates near zero tell you nothing. Designing AI feedback signals that collect usable data, close the loop visibly, and track volume as a health metric.
Winback flows: the cheapest revenue you're not earning
Lapsed customers already know you, trust your checkout and cost nothing to acquire. Designing winback flows that reactivate without discount-spamming the loyal.
The technical SEO checklist we run on every build
Our pre-launch technical SEO sweep: crawlability, canonicals, structured data, sitemaps, pagination, JS rendering traps and Core Web Vitals — copy-paste ready.
International SEO without tears: hreflang, ccTLDs and content reuse
Going international without tanking search: ccTLD vs subfolder trade-offs, hreflang that doesn't break, translations that respect local intent, staged validation.
Setting goals for a redesign that aren't vibes
How to turn 'make it feel modern' into measurable redesign goals: primary metrics, kill criteria, baseline capture, and reporting that survives launch fog.
Alternative-to pages that rank and don't embarrass you
Comparison and 'X alternatives' pages capture high-intent search. The honest playbook: structure that concedes strengths, verified matrices, tone rules, upkeep, pipeline.
Returns are a retention channel in disguise
Stop cost-centre thinking on returns. Cohort economics, the post-return lifecycle, save-rate measurement and the budget line returns deserve.
Site migrations that don't tank organic traffic
The migration runbook we run before every relaunch: redirect mapping at scale, staging audits, launch-day checks, rollback triggers and the 30-day watch.
Name your events before you buy the analytics tool
Event naming decides whether your data answers questions in year three. The taxonomy anatomy we design before any tool evaluation: verbs, properties, screens, migration.
Measuring brand without voodoo
Brand measurement for people allergic to brand science: aided recall, share of search, consistency audits and the quarterly one-pager leadership actually reads.
Paid vs organic: an honest budget conversation
Paid buys speed, organic builds equity. The CAC sanity math, payback windows, and creative-testing handoffs that decide where your next marketing dollar belongs.
Urgency UI that stays honest
Countdown timers and scarcity patterns convert — and corrode. When urgency is real, how to design it to inform not panic, plus honest alternatives that work.
Reference calls: what to ask an agency's past clients
Twelve questions for agency reference calls that surface reality — first missed dates, month-three invoices, vanishing seniors — and how to read the hedges.
Analytics governance: tracking plans before tools
Analytics rots quietly until nobody trusts the dashboards. The fix is governance, not tooling: event naming grammar, ownership, QA rituals and the monthly data hour.
Jobs-to-be-done interviews that surface what users won't say
Beyond the JTBD script: interviewing for what customers can't or won't tell you, synthesising transcripts into forces, turning jobs into ranked bets.
Customer stories that rank and convert
Customer stories are a growth program, not a trophy shelf: interviews that surface quotable numbers, structure for skimmers, SEO packaging and tidy permissions.
Marketplace or your own storefront? The honest scorecard
A weighted scorecard for the marketplace-vs-storefront decision: margin, data, brand surface, discovery, ops load — and the hybrid plays that follow.
Activation metrics that mean something
Most activation metrics are flattering fictions. Find the behaviour that predicts retention, measure time-to-value honestly, defend it in the boardroom.
The checkout friction audit: 40 checks, one afternoon
Checkout is where e-commerce revenue quietly bleeds out. The forty-check audit we run before any redesign: field math, wallets, error recovery, trust.
Content strategy that compounds: how we plan a year of publishing
How we plan a year of publishing around compounding, not volume: intent-led topic selection, decay curves, refresh budgets, and attribution that admits its limits.
Location pages that earn their rankings
Location pages fail when they're doorway-page spam: same template, swapped suburb. What makes a local page genuinely useful, and when fewer pages win.
Customer health scores: design them like you mean it
Health scores worth trusting: component signals over opaque integers, trends over snapshots, alert thresholds without noise, and sharing the score.
Attribution that admits what it doesn't know
Attribution is always lying a little. Model taxonomy, dark social acceptance, self-reported fields, geo holdouts and decision-making without false precision.
The anatomy of a landing page that converts
Promise hierarchy, proof placement, objection handling and CTA economics — a section-by-section teardown of landing pages that convert, with a fictional before-and-after.