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Scaling Authentic Growth
Accelerating Organic Growth Through
High Tempo Testing
December 9, 2015
Key To Sustainable Growth Success
Requirements for Organic Growth
• “Must have” product
• Compelling promise delivered on
quickly
• Excitement about your pr...
Accelerate by Pouring Fuel on Fire
North Star Metric for Growth
• Reflects value delivered to your customers
• Provides lens for measuring real growth and ev...
But First Things First
Scale
Growth
Unlocking Organic
Product/Market Fit
Validate Product Market Fit
• “Must have” product for large market
• Ask users “How would you feel if you could no longer
...
Unlocking Organic Growth
Scale
Growth
Unlocking Organic
Product/Market Fit
Research for Organic Growth
Understand “Must Have” Users
• Who are they (demographics)?
• Why did they seek product (inten...
Research for Organic Growth (P2)
Crowdsource product description
• Have you recommended this product?
(Yes/No)
• If Yes, a...
Optimize Organic Value Delivery
Home Page Messaging
• Hook: A/B test “hook” based on intent
(best response)
• Promise: A/B...
Scaling Growth
Scale
Growth
Unlocking Organic
Product/Market Fit
Product
Scaling Growth is Cross Functional
External
Channels
Promise
1st Experience
Ongoing Experience
Acquisition
Activat...
Product
Core Growth Team Drives Testing
External
Channels
Promise
1st Experience
Ongoing Experience
Acquisition
Activation...
Building Core Growth Team
• Start with a dedicated PM Growth
• Rest of core growth team can
initially be ad hoc
• Add othe...
Testing Drives Growth
• Day 1: No certainty about how you
will grow
• More testing = More discovery
• Rapid testing across...
High Tempo Testing: Twitter
Growth Team Needs Effective Process
Unbridled
Ideation
Prioritize
backlog
Launch
Tests
Capture
learning
Unbridled Ideation
Unbridled
Ideation
Prioritize
backlog
Launch
Tests
Capture
learning
Unbridled Ideation
• Build large backlog of ideas (my team 500+)
Inputs for Growth Testing Ideas
External Experts
Internal Experts
Ideas Tests Results
Core Growth Team Drives Process
Prioritize Backlog
Unbridled
Ideation
Prioritize
backlog
Launch
Tests
Capture
learning
Formalize ideas in Experiment Doc
• Include research, hypothesis, target lever
Keep general contributor
ideas simple (no I...
Compare Ideas by ICE Score
Launch Tests
Unbridled
Ideation
Prioritize
backlog
Launch
Tests
Capture
learning
Select Tests in Weekly Meeting
• Choose tests to launch (no brainstorming)
• Assign a project manager to each test
• PM Gr...
Example Growth Meeting Agenda
15 min: KPI review & update focus area
10 min: Review last week’s testing sprint
15 min: Key...
Capture Learning
Unbridled
Ideation
Prioritize
backlog
Launch
tests
Capture
learning
Capture Learning Details
• Every test leads to learning
• Organize learning for easy access
Share Learning with Team+
External Experts
Internal Experts
Ideas Tests Results
Core Growth Team Drives Process
Example Test – Related Posts
• Add related posts to
article summary
• Hypothesis: More time
on site
• Result: Hypothesis
v...
Another Example - oEmbed
• Data: Embeds = longer
sessions
• Hypothesis: Same
action = more embeds
• Result: 41% increase i...
Example Tests from Dropbox
Revenue
test
Referral
test
Retention/Re
venue test
Sharing Landing Page
Thank You
sellis@GrowthHackers.com
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SaaSFest 2015 - "Scaling Authentic Growth" by Sean Ellis of GrowthHackers

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Published on

Growth isn't a system of tactics; it's a specific framework and strategy within the heart of a business. Sean Ellis - CEO of GrowthHackers - walks through how he's built growth machines that have scaled business such as LogMeIn, Qualaroo, and GrowthHackers itself to millions in revenue.

Published in: Marketing

SaaSFest 2015 - "Scaling Authentic Growth" by Sean Ellis of GrowthHackers

  1. 1. Scaling Authentic Growth Accelerating Organic Growth Through High Tempo Testing December 9, 2015
  2. 2. Key To Sustainable Growth Success
  3. 3. Requirements for Organic Growth • “Must have” product • Compelling promise delivered on quickly • Excitement about your product category
  4. 4. Accelerate by Pouring Fuel on Fire
  5. 5. North Star Metric for Growth • Reflects value delivered to your customers • Provides lens for measuring real growth and evaluating tests • Examples: Airbnb nights booked, Facebook MAU (monthly active users) • Captures several metrics (i.e. retention reflected in MRR and MAU)
  6. 6. But First Things First Scale Growth Unlocking Organic Product/Market Fit
  7. 7. Validate Product Market Fit • “Must have” product for large market • Ask users “How would you feel if you could no longer use this product?” – Very disappointed (40%+) – Somewhat disappointed – Not disappointed – N/A – I already stopped using
  8. 8. Unlocking Organic Growth Scale Growth Unlocking Organic Product/Market Fit
  9. 9. Research for Organic Growth Understand “Must Have” Users • Who are they (demographics)? • Why did they seek product (intent)? • How are they using product? Key Benefit - Narrow by Must Have • Ask 1st group: “What is key benefit” (open ended)? • Ask new group: “…key benefit?” (multiple choice), “Why is that benefit important?” (open ended)
  10. 10. Research for Organic Growth (P2) Crowdsource product description • Have you recommended this product? (Yes/No) • If Yes, ask “How did you describe it?” (open ended)
  11. 11. Optimize Organic Value Delivery Home Page Messaging • Hook: A/B test “hook” based on intent (best response) • Promise: A/B test promise statements (stay true to “must have benefit”) • Description: A/B test descriptions (best response) Onboarding to “must have experience”
  12. 12. Scaling Growth Scale Growth Unlocking Organic Product/Market Fit
  13. 13. Product Scaling Growth is Cross Functional External Channels Promise 1st Experience Ongoing Experience Acquisition Activation Revenue Retention Referral biz dev/APIs Marketing
  14. 14. Product Core Growth Team Drives Testing External Channels Promise 1st Experience Ongoing Experience Acquisition Activation Revenue Retention Referral biz dev/APIs Marketing Growth Team
  15. 15. Building Core Growth Team • Start with a dedicated PM Growth • Rest of core growth team can initially be ad hoc • Add other dedicated people as needed to hit temp goals • Example roles: growth eng, designers, analysts, VP Prod, CEO
  16. 16. Testing Drives Growth • Day 1: No certainty about how you will grow • More testing = More discovery • Rapid testing across all vectors Acquisition Referral Activation Revenue Retention Resurrection
  17. 17. High Tempo Testing: Twitter
  18. 18. Growth Team Needs Effective Process Unbridled Ideation Prioritize backlog Launch Tests Capture learning
  19. 19. Unbridled Ideation Unbridled Ideation Prioritize backlog Launch Tests Capture learning
  20. 20. Unbridled Ideation • Build large backlog of ideas (my team 500+)
  21. 21. Inputs for Growth Testing Ideas External Experts Internal Experts Ideas Tests Results Core Growth Team Drives Process
  22. 22. Prioritize Backlog Unbridled Ideation Prioritize backlog Launch Tests Capture learning
  23. 23. Formalize ideas in Experiment Doc • Include research, hypothesis, target lever Keep general contributor ideas simple (no ICE)
  24. 24. Compare Ideas by ICE Score
  25. 25. Launch Tests Unbridled Ideation Prioritize backlog Launch Tests Capture learning
  26. 26. Select Tests in Weekly Meeting • Choose tests to launch (no brainstorming) • Assign a project manager to each test • PM Growth assist in releasing each test
  27. 27. Example Growth Meeting Agenda 15 min: KPI review & update focus area 10 min: Review last week’s testing sprint 15 min: Key lessons learned from analyzed tests 15 min: Select tests for this week’s sprint 5 min: Check growth of idea backlog
  28. 28. Capture Learning Unbridled Ideation Prioritize backlog Launch tests Capture learning
  29. 29. Capture Learning Details • Every test leads to learning • Organize learning for easy access
  30. 30. Share Learning with Team+ External Experts Internal Experts Ideas Tests Results Core Growth Team Drives Process
  31. 31. Example Test – Related Posts • Add related posts to article summary • Hypothesis: More time on site • Result: Hypothesis validated …Article text…
  32. 32. Another Example - oEmbed • Data: Embeds = longer sessions • Hypothesis: Same action = more embeds • Result: 41% increase in embedded media Slides Videos
  33. 33. Example Tests from Dropbox Revenue test Referral test Retention/Re venue test
  34. 34. Sharing Landing Page
  35. 35. Thank You sellis@GrowthHackers.com

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