Choose categories
Organize examples by problem: headlines, lead capture, webinar registration, proof, pricing presentation, checkout, follow-up, and post-purchase experience.
Capture context
Save the source, date, audience, traffic source when known, and what the element appears to be doing. Context is what turns an image into research.
Write the principle
For every saved example, add one sentence explaining the underlying principle you think is at work.
Add an original-test field
Record how you might test the principle using your own wording, creative, offer, and customer evidence.
Review periodically
A swipe file becomes valuable when patterns emerge across many examples. Remove outdated examples and keep the collection focused on decisions you can actually use.
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