This document contains the notes from a growth hacking event in Paris. It discusses various growth hacking topics including what growth hacking is, how to start growth hacking, the importance of experiments and metrics. Specific growth tactics mentioned include optimizing activation, retention, referrals and the customer journey. The notes emphasize validating the product/market fit first and then testing both free and paid acquisition channels.

1. Wifi: TheFamily
Password: lamifasisi
#GHParis

2. COMING NEXT
What the Fuck is Growth Hacking?
Côme Courteault, Growth hacker at TheFamily @c2prods
7 behaviors you can track to personalize
user experience
Adrien Lafond, Growth Hacker @ ouipunk
Fake it till you make it
Franck Dupont, Web developper at TheFamily@

3. youtube.com/startupfood

4. THANKS & LOVE

5. #GHPARIS
WHAT THE F*** IS GROWTH HACKING?
CÔME COURTEAULT
GROWTH HACKER AT THEFAMILY
@C2PRODS

6. THE ELEPHANT IN
THE ROOM
Growth Hacking ≠ acquisition
Growth Hacking ≠ free

7. GROWTH HACKING
ISN’T WHERE YOU START
Before growth, do things manually. Do
your users love you? Do they share?
Talk to them, learn from them and make
sure you got an addictive product.

8. GROWTH IS AN
INVESTMENT
Validate your product / market fit first!
Then (and only then) invest in growth.
You can either invest time or money. Do
the right thing at the right time ;-)

9. START WITH SPENDING
SOME TIME
Be a killer at retention. Build viral loops
and referral mechanisms.
And don’t forget: everything starts with
activation. Onboarding is key!

10. AND THEN WORK YOUR
MAGIC (AND PAY)
“Free” acquisition: SEO, BizDev, smart
hacks, etc.
Paying acquisition: SEM, TV, display,
affiliation, etc.Or is it?

11. BEFORE YOU
SPEND SOME $$$
What is your customer lifetime value (CLV)?
average revenue per user
churn rate
x gross margin

12. THE RULE
Acquisition cost < CLV
So, as long as your acquisition cost is
inferior to your lifetime value, it’s OK.

13. DON’T KID YOURSELF
Don’t try to artificially elongate your
customer lifetime value.
Oh and btw, you’re not an accountant!
Spend time on growth, not on numbers.

14. IT’S ALL ABOUT
EXPERIMENTS
A growth hacker is someone who always
try new things. There are no limits.
A growth curve is not totally flat. It’s a
game of hide-and-seek to find new hacks.

15. KEEP IMPROVING THE AARRR
#1 Start here
(this one is special - business-specific)
#3 And here
#2 Then work here
#4 Finally there

16. ALWAYS HAVE A DASHBOARD

17. SO, GROWTH HACKING
= MARKETING?
Same goals. Different tools. It’s about
finding clever ways to generate revenue.
Don’t be afraid to spend money: hack the
paying channels too!

18. LET’S TALK!

19. 6 Visitor’s Behaviors
To Personalize User
Experience

20. Web Personalization
Why
?
What
?
How
?
What
behavioral
data
can
you
use
to
segment
?

21. Why Create a Personalized Experience ?
• First
impression
:
«
OK,
that’s
exactly
what
i
need
»
• Relevant
content
• Desire
More
Conversions !

22. Why Create a Personalized Experience ?
“People
tell
you
who
they
are,
but
we
ignore
it
because
we
want
them
to
be
who
we
want
them
to
be.”
Don
Draper

23. How to Personalize ?
• A/B
testing
tools
like
Beampulse…
• Hubspot…
• Cookies

24. What to Personalize ?
• Copy
!
fivesecondtest.com
• Images
• Menus
• Modules
• Forms

25. What to Personalize ?
• Copy
• Images
• Menus
• Modules
• Forms

26. So what do you know about visitors ?
We
want
to
know
:
• Who
they
are
• What
they
look
for
⇒To
create
relevant
segments

27. 1) Landing page tell you things
Side
note
about
Landing
Pages
:
• Target
a
specific
set
of
Keywords
• Rank
for
Known
Keywords

28. 1) Landing page tell you things
B2B
B2C

29. 2) Keyword used to find you tell you
things

30. 3) Utm parameters tell you things
No
keyword
available
?
Use
existing
utm
params
To
personalize
Landing
Pages,
and
more.
www.example.com/landingpage
?utm_campaign=newyear
&utm_medium=facebook
&utm_source=cpc
&utm_content=message3
⇒ Google
URL
Builder

31. 3) Utm parameters tell you things
www.example.com/landingpage
?utm_campaign=health16t1
&utm_medium=facebook
&utm_source=cpc
&utm_content=asthma

32. 4) Visitor’s source tell you things
• When
Facebook
is
1
tab
away…
• Partners
sending
traffic
⇒ Beampulse

33. 5) Geolocation tell you things
Make
marketing
messages
more
local-­‐friendly

34. 6) Forms tell you things
Use
existing
forms
or…
Ask visitors !
• Store
values
with
Cookies
github.com/js-­‐cookie/js-­‐cookie

35. David
Hahn,
LinkedIn

36. “Thanks !”
Adrien
Lafond
Pixelmarketing.net

38. hi, I’m Joel!

41. FAKE IT ‘TILL YOU MAKE IT

44. LANDING PAGE
unsplash.com

45. AN UNIQUE VALUE PROPOSITION
A CALL TO ACTION

46. WHY IS STRONGER THAN WHAT

49. TESTIMONIALS

50. GET YOUR METRICS

51. LET’S SPREAD IT

52. SELL BEFORE YOU BUILD

56. PROTOTYPE YOUR APP

57. STEP 1 : THE STORY
PROTOTYPE YOUR APP

58. STEP 2 : THE FEATURES
STEP 1 : THE STORY
PROTOTYPE YOUR APP

59. STEP 3 : THE VIEWS
STEP 2 : THE FEATURES
STEP 1 : THE STORY
PROTOTYPE YOUR APP

60. PROTOTYPE YOUR APP
sketchapp.com
sketchappsources.com

62. GREAT IOS MOCKUPS

66. PROTOTYPE YOUR APP
marvelapp.com

72. KEYNOTE DOES THE TRICK!

73. KEEP IT SIMPLE

74. STOP TALKING
JUST TEST IT.
QUESTIONS?

75. 75
MERCI ;)
growth.koudetat.co