Growth Hacking
The mindset. The framework. The tools. Some hacks.
David Arnoux
@darnocks @twoodo
David vs. Goliath
vs.
63.6% victory!
Over the past 200 years, when small armies used unconventional
methods they won almost 2/3rds of the time
Vietnam War
vs.
Airbnb
Airbnb
Dropbox
2.8million invites sent in April 2010!
100k to 4mio users from 2008 to 2010!
Why Growth Hacking?
Startups tend to have limited resources so they need to be
creative to grow, acquire new users and retain them
Traditional marketing channels are expensive and
saturated
Most startups focus heavily on product but another real
challenge is with distribution (Dave McClure)
Growth Hackers dont really care about brand awareness
they care about ROI - finding out what works
What is Growth Hacking?
CREATIVE
MARKETING
Growth Hacking
GH
DATA ANALYTICS
& TESTING
SOFTWARE
ENGINEERING
& AUTOMATION
What is Growth Hacking?
CREATIVE
MARKETING
David VS. Goliath
YOURE David
Know your customers by heart
Measure (almost) everything
GH
DATA ANALYTICS
& TESTING
SOFTWARE
ENGINEERING
& AUTOMATION
Test by hand
then automate and code
Growth Hacker vs. Digital Marketer
Sales/Product funnel
ACQUISITION
Getting people to visit your website
Digital Marketer
ACTIVATION
Users get a great first time experience
RETENTION
Making sure users come back
Growth Hacker
REVENUE
How do we sell the product?
REFERRAL
Users invite others
A growth hackers
due north is Growth
User Acquisition
What is Growth Hacking?
CREATIVE
MARKETING
David VS. Goliath
YOURE David
Know your customers by heart
Measure (almost) everything
GH
DATA ANALYTICS
& TESTING
SOFTWARE
ENGINEERING
& AUTOMATION
Test by hand
then automate and code
Growth is repeatable. With the right framework you can replicate the growth patterns of highly
successful companies.
1.
User Acquisition
CUSTOMER INTENT
ACQUISITION
Getting people to visit your website
ACTIVATION
Users get a great first time experience
RETENTION
Making sure users come back
REVENUE
How do we sell the product?
REFERRAL
Users invite others
FULFILMENT OF CUSTOMER INTENT
User Acquisition Channels
User Acquisition
(top line growth)
2.
Product-Market Fit
- Is it really time to scale?
- Have we reached
product/market fit?
- How the h*$! do I answer
these questions?
#question
How would you feel if you could no
longer use my product?
#todo
Vitamins vs. Painkillers
Somewhat disappointed
Very disappointed
What is the
core user perceived value
of the very disappointed?
#todo
You dont need 100000s of
users.
You need 10+ that love it..
Ask these questions...
What motivated you to sign up?
What do you love about our product?
How would you describe our product in 1 sentence?
What is the most important value we bring you?
What industry do you work in and what is your role?
Where do you hang out online?
Where did you hear about us?
How could we improve the tool?
#todo
Talk to your users!
#tool
Pinpoint the
core user perceived value
Keep, store, analyze
all conversations
3.
First User Experience
Show the core value in the
first 5 seconds of a visit
There can be as much value in the blink of
an eye as in months of rational analysis.
Test your
value proposition
again and again
and again
#todo
Test that it works with
5-second tests.
usabilityhub.com
#tool
Show core perceived value in
First User Experience
= User Onboarding
#todo
Define steps of the ideal
First User Experience
#todo
User Onboarding
Landing page
Sign up
Download the app
Welcome
Getting started
Mobile app? Check out uxarchive.com
Best examples of user onboarding ever?
Measure, Test, Iterate!
drop!
MEASURE/TRACK
your website performance
HARD DATA
WHATs happening
on my website?
Your best friends
#tools
What to measure?
Read:
http://blog.twoodo.com/288/best-intro-guide-to-saasstartup-metrics/
#todo
PIRATE METRICS!
CUSTOMER INTENT
ACQUISITION
Getting people to visit your website
+ UTM trackers
ACTIVATION
Users get a great first time experience
RETENTION
Making sure users come back
REVENUE
How do we sell the product?
REFERRAL
Users invite others
FULFILMENT OF CUSTOMER INTENT
UTM Trackers
http://blog.hubspot.com/9-reasons-you-cant-resist-list?utm_campaign=blogpost
&utm_medium=social&utm_source=facebook
#todo
google URL builder
Which acquisition channels are working for us?
How are they working down the funnel?
Keep track of your UTM rules
CUSTOMER INTENT
ACQUISITION
Getting people to visit your website
ACTIVATION
Users get a great first time experience
Event based tracking tools
RETENTION
Making sure users come back
REVENUE
How do we sell the product?
REFERRAL
Users invite others
+ home made tools
FULFILMENT OF CUSTOMER INTENT
What metrics
should we be measuring?
#question
Who is our customer?
What do they want to
achieve with our product?
How does this translate into
website events?
#question
Step 1: Define key business objective
Shoe shop
= Sell shoes
Step 1: Define key business objective
Airbnb
= Rent out spaces
Step 2: Define KPIs
Shoe shop
= # of shoes sold
Step 2: Define KPIs
Airbnb
1. # of spaces rented
2. # of spaces put up for rent
Step 3: Define the conversion funnel
Shoe shop
Home page > product page
> checkout > sign up > pay
Step 3: Define the conversion funnel
Airbnb
1. Host: Visited a page > Clicked on list my
space > clicked continue > clicked
validate
2. Guest: Visited a page > clicked on a place
to rent > clicked book > clicked on make
payment
Step 4: Define your segmentation criteria
Trac source
Location
New vs. Returning
Man vs. Woman
Mobile vs. Webapp
Step5: Define your objectives
= sell 200 pairs
+ 20% monthly increase
Know where youre losing visitors
(and money)
Visited
Signed up
Activated
Referred
Know if users are retained
Why?
is this happening?
#question
SOFT DATA
WHY is this happening?
Why do problems occur?
= hypothesis on
how to solve
Talk to your users!
#tool
Set up exit surveys
#tool
Usability testing
Usabilitys holy grail
See a drop > jump to inspectlet > hypothesis
drop!
hypothesis
50 videos at 5x speed
What to do with all these
hypothesis?
4.
Data & Testing
(conversion rate optimization)
AB test your sign up forms!
(source: contentverve.com)
AB test your Value Proposition
12% conversion
AB test your Value Proposition
26% conversion
A/B test your copywriting
+60%
A/B test imagery and colors
(source: contentverve.com)
A/B test testimonials
(source: conversionxl.com)
A/B test referral pages
+200%
A/B test payment pages
+16% sales
A/B Test Usability
OMG so much to test!!
Buy Now? Purchase? Checkout? Add to Cart? Change the call-to-action (CTA) text on your buttons to see which word or phrase converts more visitors.
1.
Try varying the location of your CTA button, making some CTAs more prominent than others.
2.
Test multiple CTAs per page against one CTA per page.
3.
Try using hyperlinks instead of buttons to find out which display your users prefer.
4.
Find out if CTAs with text, icons, or text + icons convert more users on your site.
5.
Try stripping the content off of your entire page. Replace it with a Click Here for Free Beer! button.
6.
Test different CTA hover states to make it more obvious that buttons are clickable and create a feel of interactivity on the page.
7.
Test different colors, shapes, and sizes for CTA buttons on your website.
8.
Test gated content against non-gated content. Find out if your users are willing to sign-up or provide more information to access materials on your site.
9.
Do site visitors crave more information about your company before signing up or making a purchase? Testadding or removing About contenton your homepage.
10. Test gated content against non-gated content. Find out if your users are willing to sign-up or provide more information to access materials on your site.
11. Do site visitors crave more information about your company before signing up or making a purchase? Testadding or removing About contenton your homepage.
12. TL;DR. Find out if your site visitors prefer shorter versions of headlines, taglines, product descriptions, and other content on your site.
13. Test different headline text. Try variations that are straightforward against ones that are abstract, goofy, or creative.
14. Test paragraphs versus bulleted lists.
15. Test how you frame your copy. Users may have different reactions to positive versus negative messaging.
16. Test different types images on your landing page. People versus product is a good place to start.
17. Iterate from there. If your users prefer an image of people, test gender, age, number of people in the image, etc
18. And iterate some more! How about trying astatic image vs. a product video vs. a 360* product image.
19. See how a stock image stacks up up against an image of your employees or customers in action.
20. Test auto-play versus click-to-play videos.
21. See how your product videos perform against this video of a sloth hugging a cat.
Iz overwhelmed.
Identify your
most important pages
Top landing pages
Top exit pages
Highest trac pages
Most expensive pages
P.I.E.S
Potential 1 - 10
Importance 1 - 10
Ease 1 - 10
= Sum 3 - 30
A/B Testing ideas
Test the concept
before you test the design!
We grew our home page conversion rate by
133%
How we increased our retention rates by
270% in 6 weeks
Growth Hacker tools
These have saved me from
learning to code :D
Be careful
There is no point in scaling if you have not reached
product/market fit (Sean Ellis recommends 40% of users
should be very disappointed to lose your tool)
Some growth hacks are NOT sustainable so only apply to
very early stages
The term Growth Hacking is used for everything and
anything nowadays
It doesnt really matter what you call it as long as it
brings growth!
Thanks!
Q? / A!
David Arnoux
@darnocks @twoodo
