Growth Hacking

568,068 views
575,193 views

Published on

Check out One Month Growth Hacking at http://onemonthgrowthhacking.com/

Published in: Technology, Marketing
78 Comments
1,991 Likes
Statistics
Notes
  • TOP 101 Growth Hacks: The best growth hacking ideas that you can put into practice right away --- http://amzn.to/1WAr3gY
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • The Small Business Guide to Growth Hacking --- http://amzn.to/1TYZxfa
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Growth Hacker Marketing: A Primer on the Future of PR, Marketing, and Advertising --- http://amzn.to/1UIhyxp
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • good work
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • The problem is it really ISNT free, it is bait and switch. I got so far into it and then, lo and behold, guess what, I had t pay. I get tired of the "REE COURSE for BLANK" and then it really isnt free. What I herd, good. All it did was send me to other places, with other people. Isn't that AGAINST, what you wanted?
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total views
568,068
On SlideShare
0
From Embeds
0
Number of Embeds
216,681
Actions
Shares
0
Downloads
10,164
Comments
78
Likes
1,991
Embeds 0
No embeds

No notes for slide

Growth Hacking

  1. with Mattan Griffel, CEO of One Month / @mattangriffel GROWTH HACKING: How Startups Grow From 0 To Millions Of Users Prepared for
  2. PS: I LOVE YOU. GET YOUR FREE E-MAIL AT…

  3. In 1996 co-workers Sabeer Bhatia and Jack Smith planned to start a company called JavaSoft
  4. BUT THEY WERE AFRAID THEIR BOSS WOULD CATCH THEM
  5. SO THEY BUILT A WEB-BASED EMAIL SYSTEM
  6. AND SO HOTMAIL WAS BORN
  7. THEY RAISED $300,000
  8. But Hotmail’s Launch Was Unimpressive July August
  9. Their growth strategy was to buy billboards and radio ads
  10. BUT SOMEONE HAD A BETTER IDEA
  11. PUT ‘PS: I LOVE YOU. GET YOUR FREE E-MAIL AT HOTMAIL’ AT THE BOTTOM OF EACH E-MAIL.
  12. Within Hours, Hotmail’s Growth Took The Shape Of A Classic Hockey Stick Curve July August
  13. THEY STARTED AVERAGING 3,000 NEW USERS A DAY July August
  14. WITHIN 6 MONTHS, THEY WERE UP TO 1 MILLION USERS July September November
  15. July September November January FIVE WEEKS LATER, THEY HIT THE 2 MILLION USER MARK
  16. IN ONE CASE, BHATIA SENT ONE EMAIL TO A FRIEND IN INDIA
  17. WITHIN 3 WEEKS HOTMAIL HAD 300,000 USERS IN INDIA
  18. July September November January March May July September November WHEN THEY SOLD TO MICROSOFT 1.5 YEARS AFTER LAUNCH, HOTMAIL HAD 8.5 MILLION USERS
  19. July September November January March May July September November (There were only 70 million internet users at the time) WHEN THEY SOLD TO MICROSOFT 1.5 YEARS AFTER LAUNCH, HOTMAIL HAD 8.5 MILLION USERS
  20. THIS STORY IS NOT AN ANOMALY
  21. WHY DID THESE COMPANIES SUCCEED WHEN EVERYONE ELSE FAILED?
  22. SO WHAT IS GROWTH HACKING?
  23. IN 2010, SEAN ELLIS COINED THE TERM “GROWTH HACKER”
  24. A GROWTH HACKER IS A PERSON WHOSE TRUE NORTH IS GROWTH. “ – SEAN ELLIS, Startup Marketing Blog
  25. IN 2012 ANDREW CHEN PUBLISHED THE BLOG POST: 
 
 "GROWTH HACKER IS THE NEW VP MARKETING”
  26. IN IT, HE REVERSE-ENGINEERS AN AIRBNB “POST TO CRAIGSLIST” FEATURE
  27. “ – ANDREW CHEN, andrewchen.co GROWTH HACKERS ARE A HYBRID OF MARKETER AND CODER.
  28. GROWTH HACKING IS A SET OF TACTICS AND BEST PRACTICES FOR DEALING WITH USER GROWTH
  29. How do I get more users? GROWTH HACKING IS A SET OF TACTICS AND BEST PRACTICES FOR DEALING WITH USER GROWTH
  30. How do I get more of my users to be active? How do I reduce churn? How do I increase the lifetime value of a user? How do I measure the effectiveness of new features? What is our AHA moment? How do I get more users? GROWTH HACKING IS A SET OF TACTICS AND BEST PRACTICES FOR DEALING WITH USER GROWTH
  31. Viral Growth
  32. ANALYTICS Landing Page Optimization Copywriting SEO Email Marketing PR Behavioral Economics Referral Advertising Viral Growth
  33. People want to see growth like this
  34. (This was One Month at Y Combinator Demo Day)
  35. But in reality it looks more like this
  36. Growth will be rocky at first
  37. Over time, trends become more apparent
  38. And variability stabilizes in the long-run
  39. THE STARTUP CURVE TechCrunch of Initiation Wearing Off of Novelty Trough of Sorrow Releases of Improvement Crash of Ineptitude Wiggles of False Hope The Promised Land!
  40. #GODEEPER
  41. MOST COMPANIES ONLY TRACK THREE THINGS TRAFFIC USERS REVENUE
  42. ? ? GET TRAFFIC GET USERS PROFIT PHASE 1 PHASE 2 PHASE 3 PHASE 4 PHASE 5
  43. THOSE METRICS AREN’T VERY HELPFUL!
  44. (The magic is what happens in between) THOSE METRICS AREN’T VERY HELPFUL!
  45. THE KEY IS TO MAP OUT THE USER LIFECYCLE FOR YOUR PRODUCT
  46. THE LEAN MARKETING FUNNEL SEO PR EMAIL VIRALBLOGS SEM CONTESTS PARTNERSHIPS Referral
  47. SEO PR EMAIL VIRALBLOGS SEM CONTESTS PARTNERSHIPS 1. ACQUISITION Users come to your site from various channels
  48. 2. ACTIVATION Users enjoy their first visit SEO PR EMAIL VIRALBLOGS SEM CONTESTS PARTNERSHIPS
  49. 3. RETENTION Users come back SEO PR EMAIL VIRALBLOGS SEM CONTESTS PARTNERSHIPS
  50. 4. REFERRAL Users like the product enough to refer friends SEO PR EMAIL VIRALBLOGS SEM CONTESTS PARTNERSHIPS Referral
  51. 5. REVENUE Users do something that leads you to make money SEO PR EMAIL VIRALBLOGS SEM CONTESTS PARTNERSHIPS Referral
  52. THE LEAN MARKETING FUNNEL SEO PR EMAIL VIRALBLOGS SEM CONTESTS PARTNERSHIPS Referral
  53. Referral AKA “PIRATE METRICS” A A R R R SEO PR EMAIL VIRALBLOGS SEM CONTESTS PARTNERSHIPS
  54. LET’S SEE IT IN ACTION
  55. YOU HEAR ABOUT QUORA AFTER YOUR FRIEND POSTS A QUESTION FROM QUORA ON TWITTERACQUISITION
  56. AFTER READING THE PAGE YOU DECIDE TO CREATE AN ACCOUNTACQUISITION ACTIVATION
  57. … A FEW DAYS GO BY ACQUISITION ACTIVATION
  58. YOU GET A WEEKLY DIGEST EMAIL WITH QUESTIONS AND LINKS BACK TO THE SITEACQUISITION ACTIVATION RETENTION
  59. ONCE YOU’RE BACK, QUORA ENCOURAGES YOU TO READ RELATED QUESTIONSACQUISITION ACTIVATION RETENTION
  60. AND SHARE INTERESTING QUESTIONS THROUGH TWITTER & FACEBOOKACQUISITION ACTIVATION RETENTION REFERRAL
  61. QUORA DOESN’T CURRENTLY MAKE MONEYACQUISITION ACTIVATION REVENUE RETENTION REFERRAL
  62. EACH STEP OF THE LMF CORRESPONDS TO A USER STATE
  63. To figure out how to move users from one state to the next. GROWTH HACKER’S JOB: CREATES AN ACCOUNT VISITS AGAIN LATER ???
  64. CONVERSION RATE: # OF PEOPLE WHO DO SOMETHING # OF PEOPLE WHO COULD HAVE
  65. YOU NEED TO MEASURE CONVERSIONS AT EACH STEP Acquisition Activation Retention Revenue 1000 100 30 9 10% 30% 30%
  66. IDENTIFYING THE BOTTLENECK At first your numbers will be really bad Acquisition Activation Retention Revenue 1000 10 2 0 1% 18% 0% BOTTLENECK
  67. Acquisition Activation Retention Revenue 1000 100 2 0 10% 18% 0% IDENTIFYING THE BOTTLENECK
  68. GROWTH HACKERS IDENTIFY TACTICS & BEST PRACTICES
  69. MINIMAL LANDING PAGES TO CONVERT BETTER
  70. IDENTIFY COMPANIES THAT FOCUS ON OPTIMIZING AND TRY TO LEARN FROM THEM
  71. NOT EVERY GROWTH HACK WILL WORK FOR YOUR COMPANY
  72. GROWTH HACKERS EXPERIMENT A LOT
  73. HOW DO YOU RUN A PROPER EXPERIMENT?
  74. DIVIDE USERS INTO CONTROL AND TEST GROUPS
  75. DIVIDE USERS INTO CONTROL AND TEST GROUPS
  76. CONTROL TEST
  77. Run your change on the test group and measure the difference between the two groups CONTROL TEST
  78. THIS IS CALLED AN A/B TEST
  79. SUCCESSFUL A/B TESTING
  80. LET’S SEE IT IN ACTION
  81. Original Design #1 ORIGINAL Highrise wanted to test out different homepages to see if they could increase account signups
  82. So they created a “long-form” sales letter page #2 LONG-FORM Long-form Design
  83. SO THEY RAN AN A/B TEST Long-form Design vs. Original Design
  84. CAN YOU GUESS THE RESULTS? Long-form Design vs. Original Design
  85. WINNER! Long-form Design vs. Original Design
  86. THE LONG-FORM DESIGN SAW A 37.5% INCREASE IN ACCOUNT SIGN-UPS
  87. Then they created a personal testimonial page #3 PERSONAL Person Design
  88. AND RAN ANOTHER A/B TEST Person Design vs. Original Design
  89. Person Design vs. Original Design CAN YOU GUESS THE RESULTS?
  90. WINNER! Person Design vs. Original Design
  91. THE PERSON-TESTIMONIAL DESIGN HAD A 102.5% INCREASE IN ACCOUNT SIGN-UPS
  92. BUT THE PERSON DESIGN WAS SHORTER AND HAD MUCH LESS INFORMATION Person Design vs. Long-form Design
  93. So they added more information to the bottom LONG-FORM + PERSON Long-form + Person Design
  94. AND RAN ANOTHER A/B TEST Long-form + Person Design vs. Person Design
  95. Long-form + Person Design vs. Person Design WHAT DO YOU THINK?
  96. Long-form + Person Design vs. Person Design
  97. THE COMBINATION PERFORMED 22.7% WORSE THAN THE ORIGINAL HOMEPAGE
  98. THE COMBINATION PERFORMED 22.7% WORSE THAN THE ORIGINAL HOMEPAGE
  99. BUT THAT’S NOT WHERE THE TESTING ENDS…
  100. From Dave McClure’s Startup Metrics for Pirates
  101. UNBOUNCE AND OPTIMIZELY ARE AMAZING TOOLS FOR EASILY CREATING AND TESTING LANDING PAGES
  102. UNBOUNCE IS GREAT FOR CREATING NEW SITES
  103. OPTIMIZELY IS GREAT IF YOU ALREADY HAVE A SITE
  104. YOU OFTEN NEED TO PERFORM 15-20 TESTS IN ORDER TO FIND 1-2 MAJOR IMPROVEMENTS
  105. NOTABLE GROWTH HACKS
  106. BrandYourself kept their Mashable article trending for 2 days by promoting it on StumbleUpon ACQUISITION
  107. OKCupid has a “tour guide” that interacts with you during the signup process ACTIVATION
  108. Groupon has two different pages for Google vs. Direct traffic ACTIVATION * Footers are good for SEO but reduce conversions
  109. Path texts the app to your phone ACTIVATION
  110. Dropbox sends an email when a user signs up but never installs the software ACTIVATION
  111. Eventbrite sends emails if you’ve been inactive for too long RETENTION
  112. Path has your friends do it instead! RETENTION
  113. Facebook integration makes it really easy to get people to share REFERRAL
  114. Dropbox, LivingSocial, and Appsumo know incentivization works well too REFERRAL
  115. Quora forces people to sign up before they can read answers REFERRAL
  116. GROWTH HACKING RESOURCES
  117. WATCH DAVE MCCLURE’S STARTUP METRICS FOR PIRATES
  118. QUORA HAS A BOARD ON GROWTH HACKING
  119. SEAN ELLIS CREATED A SITE CALLED GROWTHHACKERS.COM
  120. CHECK OUT MY 29 GROWTH HACKING QUICK WINS ON SLIDESHARE
  121. FINALLY Get my FREE Growth Hacking Crash Course Visit http://get.onemonth.com/ growth-hacking-crash-course

×