Introduc)on•  P.J.Chambers•  WebIXI(www.webixi.com)

–  HarfordCountyWebsiteDesignCompany,1995–  2012HarfordAwardWinner–  NamedOneoftheTop100SmallBusinessesintheNaNonbytheU.S.ChamberofCommerce

in2013–  MembersoftheYear,2014–HarfordChamberofCommerce–  StandardsforExcellenceLicensedConsultant,2015

•  Focuson:–  WebsiteDesign&Development(Responsive)–  SearchEngineOpNmizaNon(SEO)–  SocialMediaMarkeNng/OpNmizaNon–  LocalSearchOpNmizaNon–  ReputaNonManagement–  CauseMarkeNngCampaigns–  OutsourcedOnlineMarkeNngDirectors–  OnlineMarkeNngAudits

GrowthHacking•  ProcessofRapidExperimentaNonAcrossMarkeNngChannels&ProductDevelopment

•  IdenNfytheMostEffecNve,EfficientWaystoGrowth

Crea)ngaGrowthHackingMindset

•  IdenNfyingMicroImprovements•  IdealSkillSets

Ac)onCoach’s5Ways

10%Increase10%Increase

NumberofLeads 4,000 4,400

X x x

ConversionRate 25% 27.5%

= = =

NumberofCustomers 1,000 1,210

X x x

NumberofTransacNons 2 2.2

X x x

Average$Sale $100 $110

= = =

Revenues $200,000 $292,820

X x x

Margins 25% 27.5%

= = =

Profits $50,000 $80,525.50

IdealSkillSets•  Coder/Developer•  Psychologist•  Marketer/Branding•  DataAnalyst

ScrumMee)ngs•  AFocusedEffortfora30-dayPeriodTowardsFixedGoals

•  ToDoListisConstantlyRe-prioriNzed•  ScrumMaster’sRole– CoachesDevelopmentTeam– RemovesPossibleImpediments– WorkstoMakeSureTeamHasBestPossibleCircumstancesforSuccess

ScrumMee)ngRules

AgilityMarke)ng

AgileMarke)ngApproach•  RelevantforStartUps&Nonprofits– ScarceResources–Can’tPutTime&MoneyIntoBigIdeasThatMayNotWork

– FailFast,FailCheap•  ImplemenNngSmallerProjectsQuickly&Cheaply

•  MakingDecisionsBasedonData,NotOpinions&Experiences

70-20-10Rule•  MarkeNngEffortsShouldConsistOf– 70%PlannedMarkeNng– 20%AutomatedMarkeNng

– 10%ReacNonaryMarkeNng

TheGrowthHackingProcess•  5KeyPillarsofGrowthHacking

1.  Product/MarketFit(CreateanMVP)2.   UserandCustomerDataAnalysis3.   ConversionRateOp)miza)on4.  ViralGrowth5.  RetenNonandScalableGrowth

CaseStudy:Instagram•  OriginallyBrbn– CheckIns,FuturePlans,EarningPointsviaHangingwithFriends,PosNngPics

– Unsuccessful•  UserAnalyNcstotheRescue

User&CustomerDataAnalysis•  Goal:FindUserPanernsandTest/OpNmizeAcNviNesthatareLinkedtoGrowth

•  6MainAreasofUserTesNng– HeurisNcAnalysis– TechnicalAnalysis– MouseTrackingAnalysis– WebAnalyNcsAnalysis– QualitaNveSurveys– UsabilityTesNng

ResearchXLModel

FollowtheProcess•  Succeedingwith–  RunAsManyTestsAsPossible– WinAsManyTestsAsPossible– HaveasHighImpactPerSuccessfulTestAsPossible

•  ResearchXLModelHelpswiththeDiscoveryofWhatManers.

•  AListofTacNcsWon’tHelp–YouDon’tHaveGenericProblems,YouHaveSpecificProblems.

Heuris)cAnalysis•  StructuredWebsiteReview– Relevancy– Clarity– Value– FricNon– DistracNon

•  AvoidRandomComments–OnlyNamedCriteria

•  GroupsWorkBest

TechnicalAnalysis•  FixAllTechnicalIssuesFirst– BugsaretheMainConversionKillers–Always.

•  YourSiteProbablyDoesn’tWorkPerfectlyAcrossAllBrowsers&Devices

•  LowHangingFruit

CrossBrowser/DeviceTes)ng

SpeedAnalysis

GooglePageSpeedInsights

MouseTrackingAnalysis•  UNlizing3rdPartySystems(LikeHotjar)•  VisualizeWhatUsersAreDoingOnYourSite– ClickMaps– ScrollMaps– VideoRecordings

ClickMaps

ScrollMaps

CustomerRecordings

FormAnaly)cs•  AnalyzeFormPerformance•  DowntoIndividualFormFields•  WhichFieldsCauseMostErrors?•  WhichFieldsDoUsersHesitatetoFill?

(Milliseconds)•  WhichFieldsDoUsersLeaveEmpty?

Qualita)veSurveys•  TwoWaystoSurveyWebTraffic– ExitSurveys– OnPageSurveys

•  ComponentsofaSuccessfulSurveySoqware– ConfigureWhichSpecificPagesOfferSurveys– SerngYourOwnQuesNons– DeterminetheCriteriaforWhentoShowSurvey

CustomerSurveys•  SendanEmailSurveytoRecentClients– OnlyThoseWithNoPreviousRelaNonship– PotenNaltoSkewResults

•  QualityofQuesNonsDetermineQualityofResults– AvoidYes/NoQuesNons– AvoidMulNpleChoice

NetPromoterScores(NPS)•  NPSHelpsGaugetheLoyaltyofanOrganizaNon’sCustomer

RelaNonships•  AlternaNvetoTradiNonalCustomerSaNsfacNon•  CorrelatedtoRevenueGrowth

CustomerFeedback

ChurnRates•  ChurnisaWayofExpressingRecurringCustomerAnriNon

•  100CustomersattheBeginningoftheMonth•  DuringtheMonth5ofThemCancel•  5%CustomerChurnRate(5/100)

ChurnRate•  SameScenario…•  Earning$10,000/monthfromthose100Customers

•  TheFiveYouLostWerePayingMoreThanAverage

•  ThoseFiveWorth$1,000worthofRevenue•  RevenueChurnRateis10%($1,000/$10,000)

HowDoesChurnRateAffectUs?•  ChurnActsasaSpeedLimitonRevenueGrowth

•  TheEffectGrowsastheCompanyGetsLarger– AsaCompanyGrows,theCustomerBaseBecomesLargeEnoughThatAnyKindofChurnAgainstTheBaseBecomesaLargeNumber

– LossofRevenueRequiresMore&MoreRevenueComingFromNewCustomersJusttoReplacetheChurn

– GrowthSlowsSubstanNally

ChurnImpactonRevenue•  MostCompaniesUnderesNmatetheProblemChurnwillEventuallyBecomeAsTheyGrow– FailtoInvesttheTimetoMeasureandManageChurnBeforeItBecomesaProblem

ChurnImpactonRevenue

ChurnRateonRevenue

HowDoWeReduceChurn?•  WeReduceChurninMulNpleWays:–  IncreaseCustomerInteracNon–  IncreaseCustomerSaNsfacNon

•  TheGoalistoIncreaseCustomerLoyalty•  UNlizetheDataYouAreCollecNng

UserTes)ng•  ObservingActualPeopleUsing/InteracNngwithYourWebsite–  CommenNngOutLoud

•  ThreeTypesofTaskstoTest– ASpecificTask– ABroadTask–  FunnelCompleNon

•  Passthe“MotherInLaw”Test?•  DoNotAskForOpinions.ObserveWhatTheyDoandSay

Crea)ngtheMasterList•  CreateaMasterListofIssuesWeIdenNfied•  TheFiveBuckets–  Test–  Instrument– Hypothesize–  JustDoIt–  InvesNgate

•  Score&Rank–  ConsiderEaseofImplementaNonandOpportunityScore

–  FollowtheMoney

ConversionRateOp)miza)on

TheObamaCampaign

TheObamaCampaign

TheObamaCampaign•  FourBunons&SixMediaTypes–  ThreeImages,ThreeVideos

•  SuccessMetric:SignUpRate•  MulNvariateTest(AllCombinaNonsRunningattheSameTime)

•  StaffBelieved“Sam’sVideo”WouldWin•  Winner–  SignUpRateof11.6%AgainstOriginal8.26%(40.6%)–  Equatedto2.8MillionEmailAddresses– AddiNonal$60MinDonaNons

CommonFactors•  ThereisNoBestColor– BlueMayBePeople’sFavorite–Doesn’tMeanMoreConversions

•  ThereisNoBestFont– EasytoRead,Clear,Concise– No“Cool”Fonts

•  TheCommonTesNngFactorsAreGenerallyCommonSense&GoodDesign

TheObvious

BestPrac)ces•  BaseTestsoffHypotheses

•  BaseHypothesesoffResearchXL

•  GutReacNonsUsuallyResultinWastedTime&Money

•  AlwaysBeTesNng

A/BSplitTes)ngMistakes•  WhileManyServicesMakeA/BSetupEasy,ManyOrganizaNonsMakeCommonMistakes– WastedTime&Money

CallingtheResultsEarly•  StaNsNcalSignificance–95%MINIMUM.•  SampleSizesByDefaultAreTooSmall– OpNmizelydefaultsto100visitorspervariaNon,25conversionstodeclareawinner

•  CalculateYourSampleSizeBEFOREStarNng– TakeIntoConsideraNonHowManyTesNngVariables

TestsNotRunForFullWeeks•  7DayRule•  ExternalFactors(SeasonalFluctuaNons)

OtherCommonMistakes•  A/BTesNngDonewithNoTraffic•  TestsAreNotBasedonaHypothesis•  TestDataNotSenttoGoogleAnalyNcs•  TesNngSomethingStupid•  GivingUpAqerFailure•  FalsePosiNves•  IgnoringSmallGains

ValidityThreats•  InstrumentaNonEffect•  HistoryEffect•  SelecNonEffect•  BrokenCodeEffect

Recap•  ThePowerofMicroImprovements•  User&CustomerDataAnalysis– ResearchXLModel– ThePowerofChurnRates

•  ConversionOpNmizaNon– CommonTesNngFactors– CommonA/BTesNngMistakes

•  AnyQuesNons?

ContactInforma)onP.J.ChambersPresidentWebIXI

www.webixi.compjc@webixi.com

443-528-8159(cell)