HOW TO WIN AT
- SNEHAL SAMANT
WHO’S SNEHAL SAMANT?
Leads Product Marketing @ VWO
– World’s easiest A/B testing tool
Head of Digital @ TastyKhana – acquired by FoodPanda
Co-founder @ Black Bean Engagement
Creative Director @ Grey
OPINIONS ARE LIKE ASSHOLES,
EVERYONE HAS ONE
(BUT EACH THINKS THE OTHER ’S STINKS)
NO 1 REASON WHY COMPANIES FAIL AT GROWTH?
Not enough ideas.
We aren't tracking the right data.
Don't have a testing framework.
They don't run enough experiments
ONLY 1 OUT OF 7 TESTS WIN
6 OUT OF 7 LOSE
Then why do people keep experimenting?
WITH EACH EXPERIMENT LEARN
SOMETHING MORE ABOUT YOUR CUSTOMER
NOW YOU ARE CONTINOUSLY WINNING
MORE CUSTOMER KNOWLEDGE = GROWTH
Your customer knowledge
BETTER FEATURES BETTER PRODUCTS BETTER SERVICE
This deck isn't a
compilation of hacks.
LET'S LEARN TO FISH.
Chamath Palihapitiya - how we put Facebook on the path to 1 billion users
IDENTIFY YOUR MOST IMPORTANT METRICS
• AARRR framework
• Start tracking
• Establish baseline to
Growth Hacking Like A Pirate,
A Beginner’s Guide To Pirate Metrics
Point-click to define events and
push to GA, MixPanel etc
COME UP WITH A STRONG HYPOTHESIS
[element tested - button, headline etc]
will increase / decrease
[a conversion metric - clicks, downloads, signups etc].
A STRONG HYPOTHESIS TARGETS PAIN
THE CANCEL ACCOUNT SCREEN
from ‘Letting people cancel’
to ‘Letting people pause their account by downgrading to $9 plan’
Account Churn Rate
BECAUSE ‘some customers do not want to lose their data
which we delete on cancellation.’
HOW TO FIND PAIN #1 - DATA ANALYSIS
High traffic + high bounce, Paid traffic + high bounce
Heatmaps, clickmaps, scrollmaps, visitor recordings
Look at internal search
Look at search landing pages from organic search
HOW #4 - NUDGES - EXPLOIT BIASES
A nudge alters people’ s behaviour in a
predictable way without forbidding any
options or significantly changing their
Putting fruit at eye level counts as a
nudge. Banning junk food does not.
COMMON BIASES Anchoring effect
Perception of cost is relative.
COMMON BIASES Current Moment Bias
People choose the pleasurable option available right now.
Constant feedback helps drive behavior.
COMMON BIASES Projection bias
Most people think like me, act like me and like what I like.
Most innovative, data-focused marketers
use VWO for driving growth
at products like Slack.
COMMON BIASES Observational Selection bias
Suddenly noticing things we didn’t notice that much before
and wrongly assume that the frequency has increased. A
perfect example is what happens after we buy a red car
and we inexplicably start to see red cars virtually
COMMON BIASES Confirmation bias
We love to agree with people who agree with us.
We tend to be put off by people and news sources that
make us feel uncomfortable or insecure about our views –
We focus on data which confirms our pre-conceived view.
5 Principles of Persuasive Web Design
20 cognitive biases
that skew decisions
Simple sequential testing – establish baseline, make a change,
expose 100% of your audience
Control + Variation – expose 50% random of your audience to
each at the same time
Use a tool like VWO – visual editor + repeat visitors see same
control or variation + Bayesian stats engine (most use
Frequentist which takes too long and uses p value)
WHY EXPERIMENTS CAN SKEW
Calculate sample size in advance for
statistically significant results (not required with VWO)
Don’t make changes mid-way
Test in weeks for equal number of Mondays, weekends etc
Be wary of external forces
INTERPRETING YOUR RESULTS
Aim for validated learnings, not just wins
THINK BEYOND HACKS
Pilot new, different mediums
GROWTH IS OPTIONAL
The easiest choice is to choose to do nothing.
Get these slides on SNEHALSAMANT.COM