Growth Hacking meets UX - Introductory Presentation at our Growth Hacking Indonesia Event
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This presentation explains the importance of an optimized UX in the context of growth hacking. It shows how successful user activation is directly tied to good UX and stresses the need to develop a
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Growth Hacking meets UX - Introductory Presentation at our Growth Hacking Indonesia Event
- 1. @Growthhackasia (Growth Hacking Asia) In collaboration with Growth Hacking Indonesia 3rd March 2015 Brought to you by:
- 2. @Growthhackasia (Growth Hacking Asia) “Flipping the success rate of Asian startups from 1/10 to 9/10”
- 3. @Growthhackasia (Growth Hacking Asia) • Growth Hacking Services Growth Labs • Growth Hacking Trainings GH Academy • On-demand advice from leading growth hackers over the phoneThe Growth Hub • Monthly events for inspiration and experience and knowledge exchangeGH Events
- 4. @Growthhackasia (Growth Hacking Asia) 7:00pm – 7.30pm Growth Hacking meets UX 7.30pm – 8.15pm Guest Speaker: Ketut Sulistyawati, Founder at Somia Customer Experience 8.15pm – 9.30pm Workshop: Conduct a UX audit for your own startup 9.30pm End of the event Agenda
- 5. @Growthhackasia (Growth Hacking Asia) GROWTH HACKING?
- 6. @Growthhackasia (Growth Hacking Asia)
- 7. @Growthhackasia (Growth Hacking Asia) THERE ARE NO SILVER BULLETS!
- 8. @Growthhackasia (Growth Hacking Asia) SO WHAT IS IT?
- 9. @Growthhackasia (Growth Hacking Asia) It’s about Building a Growth Engine It’s not about TACTICS It’s about PROCESSES Growth = Sum (1 + 2 + 3 + …)
- 10. @Growthhackasia (Growth Hacking Asia)@Growthhackasia (Growth Hacking Asia) The Growth Hacking Funnel Optimize Optimize Optimize Optimize Optimize RESULT: GROWTH ENGINE
- 11. @Growthhackasia (Growth Hacking Asia)@Growthhackasia (Growth Hacking Asia) Importance of Optimizing each Stage
- 12. @Growthhackasia (Growth Hacking Asia) Importance of Optimizing each Stage
- 13. @Growthhackasia (Growth Hacking Asia) Viddy is a social video application that enables its users to capture, edit, and share videos, photos, and collages with friends. Otherwise you Might End up Like Viddy
- 14. @Growthhackasia (Growth Hacking Asia) Otherwise you Might End up Like Viddy
- 15. @Growthhackasia (Growth Hacking Asia) Acquiring Users Isn’t Enough – Activate Them Optimize Optimize Optimize Optimize Optimize
- 16. @Growthhackasia (Growth Hacking Asia) USER ACTIVATION THROUGH UX
- 17. @Growthhackasia (Growth Hacking Asia) What is User Activation? “Activation is the act of getting them (= users) to take an action in your product that you are guiding them toward.” (Neil Patel)
- 18. @Growthhackasia (Growth Hacking Asia) Sign Ups are Not Enough!
- 19. @Growthhackasia (Growth Hacking Asia) Conversion Rate Optimization – Customer Flow Step 1: Look at your Data (The HOW) (Bingo Card Creator)
- 20. @Growthhackasia (Growth Hacking Asia) Conversion Rate Optimization – Customer Flow Dashboard
- 21. @Growthhackasia (Growth Hacking Asia) Conversion Rate Optimization – Customer Flow Create List
- 22. @Growthhackasia (Growth Hacking Asia) Conversion Rate Optimization – Customer Flow Customize
- 23. @Growthhackasia (Growth Hacking Asia) Conversion Rate Optimization – Customer Flow Schedule Print & Download
- 24. @Growthhackasia (Growth Hacking Asia) Conversion Rate Optimization – Customer Flow Step 1: Look at your Data (The HOW)
- 25. @Growthhackasia (Growth Hacking Asia) • Talk to people • Watch people • Use tools (Qualaroo) Conversion Rate Optimization – Customer Flow Step 2: The WHY
- 26. @Growthhackasia (Growth Hacking Asia) How to Improve Activation? Design A/B Tests Test techniques like: • Explainer Videos • Live Chat • Gamification • Lifecycle Emails • Onboarding Flow
- 27. @Growthhackasia (Growth Hacking Asia) How to Improve Activation? Explainer Videos
- 28. @Growthhackasia (Growth Hacking Asia) How to Improve Activation? Live Chat
- 29. @Growthhackasia (Growth Hacking Asia) How to Improve Activation? Gamification
- 30. @Growthhackasia (Growth Hacking Asia) How to Improve Activation? Lifecycle Emails
- 31. @Growthhackasia (Growth Hacking Asia) How to Improve Activation? Onboarding Flow
- 32. @Growthhackasia (Growth Hacking Asia) USER ONBOARDING
- 33. @Growthhackasia (Growth Hacking Asia) What is User Onboarding? “User onboarding is about getting people to shoot fireballs as quickly as possible, not getting them the flower.” (Samuel Hulick)
- 34. @Growthhackasia (Growth Hacking Asia) EXAMPLE: HOW TWITTER ONBOARDS NEW USERS
- 35. @Growthhackasia (Growth Hacking Asia) Twitter Onboarding – Step 1
- 36. @Growthhackasia (Growth Hacking Asia) Twitter Onboarding – Step 2
- 37. @Growthhackasia (Growth Hacking Asia) Twitter Onboarding – Step 3
- 38. @Growthhackasia (Growth Hacking Asia) Twitter Onboarding – Step 4
- 39. @Growthhackasia (Growth Hacking Asia) Twitter Onboarding – Step 5
- 40. @Growthhackasia (Growth Hacking Asia) Twitter Onboarding – Step 6
- 41. @Growthhackasia (Growth Hacking Asia) Twitter Onboarding – Step 7
- 42. @Growthhackasia (Growth Hacking Asia) Twitter Onboarding – Step 8
- 43. @Growthhackasia (Growth Hacking Asia) APPROACHES TO USER ONBOARDING
- 44. @Growthhackasia (Growth Hacking Asia) “Joyriding Approach”
- 45. @Growthhackasia (Growth Hacking Asia) “Do Something Approach”
- 46. @Growthhackasia (Growth Hacking Asia) “Setup Approach”
- 47. @Growthhackasia (Growth Hacking Asia) “Everything At Once Approach”
- 48. @Growthhackasia (Growth Hacking Asia) “Continued Onboarding”
- 49. @Growthhackasia (Growth Hacking Asia) Visit Us: http://growthhackingasia.com Say Hello: anna@growthhackingasia.com
Editor's Notes
- Once you have a product or service ready, you face one of the biggest challenges of a startup which is “how do you actually build your userbase and retain those users?” This is where we come in. We connect you with leading growth marketing experts from around the world for advice, we train you in digital marketing and growth hacking and if you don’t have time to do it yourself, we can also do it for you. We support you in all stages, so everything from pre-launch, to launch, early stage and growth stage. So if you have a startup and are struggling with how to grow it, just grab Sky or myself later and we’ll help
- Once you have a product or service ready, you face one of the biggest challenges of a startup which is “how do you actually build your userbase and retain those users?” This is where we come in. We connect you with leading growth marketing experts from around the world for advice, we train you in digital marketing and growth hacking and if you don’t have time to do it yourself, we can also do it for you. We support you in all stages, so everything from pre-launch, to launch, early stage and growth stage. So if you have a startup and are struggling with how to grow it, just grab Sky or myself later and we’ll help
- Who knows about GH Can you define
- Find process to find combination of things that work for you, not somebody else Use tactics you read and hear about as inspiration and input, not as something to copy GH is actually a long process, only looks easy once you’ve found the things that work It is a result of a sum of hundreds of actions e.g. hotmail - not enough to get people to the site, they need to sign up and stay
- Find process to find combination of things that work for you, not somebody else Use tactics you read and hear about as inspiration and input, not as something to copy GH is actually a long process, only looks easy once you’ve found the things that work It is a result of a sum of hundreds of actions e.g. hotmail - not enough to get people to the site, they need to sign up and stay
- Find process to find combination of things that work for you, not somebody else Use tactics you read and hear about as inspiration and input, not as something to copy GH is actually a long process, only looks easy once you’ve found the things that work It is a result of a sum of hundreds of actions e.g. hotmail - not enough to get people to the site, they need to sign up and stay
- Find process to find combination of things that work for you, not somebody else Use tactics you read and hear about as inspiration and input, not as something to copy GH is actually a long process, only looks easy once you’ve found the things that work It is a result of a sum of hundreds of actions e.g. hotmail - not enough to get people to the site, they need to sign up and stay
- Instagram for Videos
- Viddy, the formerly popular video sharing app, grew rapidly by getting users to sign up using their Facebook accounts and then sharing Viddy with all their friends. However, Viddy never nailed activation. Many of the users who signed up never came back. Thus, when Facebook put a stop to their friend-blasting user-acquisition approach, they went into a tailspin from which they haven’t recovered. Problem – account created was metric for success
- 40-60% of users who sign up for a free trial of y.However, people largely abandon applications for reasons which are within our control: because they do not perceive value from interacting with the software. We can decrease their abandonment rate by a) making our software better and b) communicating better with our users. our software or SaaS application will use it once and never come back.
- 40-60% of users who sign up for a free trial of y.However, people largely abandon applications for reasons which are within our control: because they do not perceive value from interacting with the software. We can decrease their abandonment rate by a) making our software better and b) communicating better with our users. our software or SaaS application will use it once and never come back.
- Bingo Card Creator for Educators As you can see, Patrick has broken down his activation funnel into 5 discrete steps, with some small number of users dropping off at each stage in the funnel. If he were to focus on improving his activation rate, he’d likely run A/B tests to try and get more users customizing lists of bingo cards they’ve created (since that’s the step with the largest dropoff rate).
- Bingo Card Creator for Educators As you can see, Patrick has broken down his activation funnel into 5 discrete steps, with some small number of users dropping off at each stage in the funnel. If he were to focus on improving his activation rate, he’d likely run A/B tests to try and get more users customizing lists of bingo cards they’ve created (since that’s the step with the largest dropoff rate).
- As you can see, Patrick has broken down his activation funnel into 5 discrete steps, with some small number of users dropping off at each stage in the funnel. If he were to focus on improving his activation rate, he’d likely run A/B tests to try and get more users customizing lists of bingo cards they’ve created (since that’s the step with the largest dropoff rate).
- Dunked – online portfolios Geckoboard – Bi tool, visualization of your data/ analytics
- Understand your customers Understand the TRUE value of your product As soon as I start the onboarding process, the quicker I receive the value that was promised, the more successful the onboarding experience.
- Short pieces of news they are interested in reading Be connected with people they know “It turned out that if you manually selected and followed at least 5-10 Twitter accounts in your first day on Twitter, you were much more likely to become a long term user, since you had chosen things that interested you. And if we helped someone you know follow you back, then even better. As we kept tweaking the features to focus on helping users achieve these things, our retention dramatically rose.”
- Website builder SQUARESPACE INTRODUCES USERS TO THE PRODUCT WITH AN WALKTHROUGH WELCOME VIDEO THAT SHOWS THEM HOW TO USE THE PRODUCT AND FOLLOWS WITH A JOYRIDING APPROACH WITH TOOL TIPS TO CLARIFY FUNCTIONALITY. The “joyriding” approach walks the user through the features of an app or highlights the key features. It’s great because it clears up a lot of confusion right from the get-go. I think of this as the go-to approach since it’s what first comes to mind when you really think “onboarding.” While joyriding tends to be the most common process, it can be executed in many beautiful ways.
- Restaurant recommendations Rate 5 Restaurants and get 10 recommendations NESS RELIES ON USER PREFERENCES FOR ITS DEFINING FUNCTIONALITY TO WORK. THE ONBOARDING OF THIS DESKTOP APP HAS USERS RATE 10 RESTAURANTS BEFORE THEY MOVE INTO THE EXPLORATION STAGE OF FINDING RESTAURANTS IN THE APP. A DELIGHTFUL INTERACTION IS THE LOGO/HEART FILLING UP AS RECS ARE INPUTTED.
- Shopping App Keep’s community unites the best products from across all e-commerce into a beautiful showcase of trending, unique and frankly, fabulous finds. KEEP’S USE OF WHITESPACE, CALMING COLORS, AND CLEAN GRAPHICS MAKES THIS THREE-STEP PROCESS PAINLESS & EASY. THIS SETUP PROCESS ALLOWS THEM TO ENGAGE QUICKLY BECAUSE IT GETS USERS VIEWING CONTENT RIGHT OFF THE BAT.
- The first time users sign in, they get a walkthrough while they’re also setting up the app and being prompted to take action. Let’s take a look at Pinterest. Pinterest takes users through a setup process — complete with informative illustrations — and immediately follows with tool tips that allow the user to take action in the app. The use of dots allow users to see the end in sight.
- What we’re calling “continued onboarding” are tactics a site uses to keep the user moving in the process of using the web application. LinkedIn, for example, has clear call outs at the top of your profile, most often asking you a question to add more information to your profile and encouraging you to “endorse” your connections. The incentive is getting a 100% complete profile, a continued setup approach, but getting that completion perhaps isn’t even possible! LINKEDIN PROMPTS USERS WITH QUESTIONS THROUGH THEIR USAGE OF THE APP. THE STEP-BY-STEP “LET’S GET STARTED!” SECTION IS ALWAYS PRESENT — EVEN AT 500+ CONNECTIONS!