Growth Hacking Guide - Mindset, Framework and Tools
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Transcript of Growth Hacking Guide - Mindset, Framework and Tools
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