Growth Hacking

David Arnoux @darnocks @twoodo

The mindset. The framework. The tools. Some hacks.

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 don’t really care about “brand awareness” they care about ROI - finding out “what works”

What is Growth Hacking?

Growth “Hacking”

CREATIVE MARKETING

SOFTWAREENGINEERING

& AUTOMATION

GHDATA ANALYTICS& TESTING

What is Growth Hacking?

CREATIVE MARKETING

David VS. GoliathYOU’RE David

Know your customers by heartMeasure (almost) everything

Test by handthen automate and code

SOFTWAREENGINEERING

& AUTOMATION

GHDATA ANALYTICS& TESTING

Growth Hacker vs. Digital Marketer

ACQUISITIONDigital Marketer

Sales/Product funnel

Growth “Hacker”

ACTIVATION

RETENTION

REVENUE

REFERRAL

Getting people to visit your website

Users get a great first time experience

Making sure users come back

How do we sell the product?

Users invite othersA growth hacker’s

due north is “Growth”

User Acquisition

What is Growth Hacking?

CREATIVE MARKETING

David VS. GoliathYOU’RE David

Know your customers by heartMeasure (almost) everything

Test by handthen automate and code

SOFTWAREENGINEERING

& AUTOMATION

GHDATA ANALYTICS& TESTING

Growth is repeatable. With the right framework you can replicate the growth patterns of highly successful companies.

User Acquisition1.

ACQUISITION

CUSTOMER INTENT

FULFILMENT OF CUSTOMER INTENT

ACTIVATION

RETENTION

REVENUE

REFERRAL

Getting people to visit your website

Users get a great first time experience

Making sure users come back

How do we sell the product?

Users invite others

User Acquisition Channels

User Acquisition(top line growth)

Product-Market Fit2.

- 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 valueof the very disappointed?

#todo

You don’t need 100000’s 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 thecore user perceived value

Keep, store, analyze all conversations

First User Experience3.

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 yourvalue propositionagain and again

#todo

and again

Test that it works with 5-second tests.

#tool

usabilityhub.com

Show core perceived value inFirst User Experience

#todo

= User Onboarding

Define steps of the idealFirst 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 DATAWHAT’s happening

on my website?

Your best friends

#tools

What to measure?

Read: http://blog.twoodo.com/288/best-intro-guide-to-saas-

startup-metrics/

#todo

ACQUISITION

CUSTOMER INTENT

FULFILMENT OF CUSTOMER INTENT

ACTIVATION

RETENTION

REVENUE

REFERRAL

Getting people to visit your website

Users get a great first time experience

Making sure users come back

How do we sell the product?

Users invite others

+ UTM trackers

PIRATE METRICS!

UTM Trackers

google URL builder

http://blog.hubspot.com/9-reasons-you-cant-resist-list?utm_campaign=blogpost &utm_medium=social&utm_source=facebook

#todo

Which acquisition channels are working for us?

How are they working down the funnel?

Keep track of your UTM rules

ACQUISITION

CUSTOMER INTENT

FULFILMENT OF CUSTOMER INTENT

ACTIVATION

RETENTION

REVENUE

REFERRAL

Getting people to visit your website

Users get a great first time experience

Making sure users come back

How do we sell the product?

Users invite others

Event based tracking tools

+ ”home made tools”

What metricsshould 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 rented2. # 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

Airbnb1. 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

Traffic sourceLocation

New vs. ReturningMan vs. Woman

Mobile vs. Webapp

Step5: Define your objectives

= sell 200 pairs+ 20% monthly increase

Know where you’re losing visitors(and money)

Visited Signed up Activated Referred

Know if users are retained

Why?is this happening?

#question

SOFT DATAWHY is this happening?

Why do problems occur?= hypothesis on

how to solve

Talk to your users!

#tool

Set up “exit surveys”

#tool

Usability testing

Usability’s holy grail

See a drop > jump to inspectlet > hypothesis

drop!

hypothesis 50 videos at 5x speed

What to do with all thesehypothesis?

Data & Testing(conversion rate optimization)

4.

AB test your sign up forms!

(source: contentverve.com)

12% conversion

AB test your Value Proposition

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? Test adding or removing “About” content on 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? Test adding or removing “About” content on 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 a static 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.

22. Test a rotating carousel on your homepage versus a static image or video

Iz overwhelmed.

Identify yourmost important pages

Top landing pagesTop exit pages

Highest traffic pagesMost expensive pages

P.I.E.S

Potential 1 - 10 Importance 1 - 10Ease 1 - 10

= Sum 3 - 30

A/B Testing ideas

Test the conceptbefore you test the design!

“How we increased our retention rates by 270% in 6 weeks”

“We grew our home page conversion rate by 133%”

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 doesn’t really matter what you call it as long as it brings growth!

Thanks!

Q? / A!

David Arnoux @darnocks @twoodo