Tyler Wilchek is a full stack Growth Hacker with experience across Online marketing acquisition, Website optimisation through A/B testing, Strategic data analysis, and Product management. A passionate growth hacker, he has trained with Google (SEM) and Optimizely (A/B Testing) in the US, and learned startup execution from the best of the best at two Rocket Internet startups.

1. Growth Hackers
Tyler Wilchek
Growth Hacker, BrickX
Connect on LinkedIn
March 15th, 2016

2. Agenda
• Intro
• The Big Takeaways
• Who are you?, Who am I?
• What the hell is Growth Hacking?
• Creating a culture of Growth in any organisation
• Tyler’s Top 5 Growth Hacking Disciplines:
1. Acquisition Marketing
2. Customer Insight
3. Data Analysis
4. Product Management
5. CRO and A/B Testing
• Wrap-Up

3. The Big Takeaways
1. Be cross-functional
2. Always be Testing Learning
3. Focus on a KPI

4. Who are you?
1. Early-stage Startup à Established corporate
2. Strong existing culture of Growth à I’m pushing for a strong culture of Growth.

5. My background
• 5 start-ups
• Sizes: Teams of 5 to 250
• Stages: Looking for product-market fit, to establishing traction to
profitable growth.
• Across the Funnel: Acquisition to Optimisation to Product Marketing
• Industries: eCommerce, financial services, marketplace, software

6. Bet this happened to you:
• Friend: “What do you do for work?”
• Me: “I’m a Growth Hacker.” *chest-out*
• Friend: “What the hell is that?”

7. The Simple

8. Now Add Data Analytics & Testing

9. Let’s get some details

10. The “Gun” in the hoodie

11. Seriously Smart Growth Hacking

12. Harvard Says…
“Every Company needs a Growth Manager”
by Jeff Bussgang & Nadav Benbarak
Harvard Business Review
https://hbr.org/2016/02/every-company-needs-a-growth-manager

13. Dave McClure

14. Last, When in doubt, Google it:

15. Creating a Culture of Growth
If you’re the Star Growth Hacker…

16. Creating a Culture of Growth:
Your success depends on others

17. Creating a Culture of Growth:
Growth is a Team effort
The Unknowns, my hidden gems
• Friend in C/S
• Guy who can get the REAL data out of the DWH
Across – Stars of each Department
Up – Management & Executives

18. Creating a Culture of Growth Hacking
1. Manager buy-in
• Access to resources
2. Share in a Forum
• What’s coming
• Results
3. Resources & Keep Learning:
• Conversion Rate Experts
• Optimizely: Optiverse & Opticon
• Conferences
• Growth Hacker Meetups

19. Tyler’s Top 5 Growth Hacking
Disciplines
Tyler Wilchek
Growth Hacker, BrickX
Connect on LinkedIn
March 15th, 2016

20. Tyler’s 1st Growth Hacking
Discipline:
Acquisition Marketing
Tyler Wilchek
Growth Hacker, BrickX
Connect on LinkedIn
March 15th, 2016

21. #1: Acquisition Marketing
Key Concepts
• KPI
• Have one
• Beat it
• A/B Test everything
• Always be Learning
• More $$ à more data à more learning

22. #1: Acquisition Marketing
Stages of Growth: The Rocket Internet Way
1. Initial Traction
• Get a sale, no matter the cost.

23. #1: Acquisition Marketing
Stages of Growth: The Rocket Internet Way
1. Initial Traction
• Get a sale, no matter the cost
2. Efficiently Scale
• Cost per Order (CPO)

24. #1: Acquisition Marketing
Stages of Growth: The Rocket Internet Way
1. Initial Traction
• Get a sale, no matter the cost
2. Efficiently Scale
• Cost per Order (CPO)
3. Take Market Share
• Cost to acquire a customer (CAC)

25. #1: Acquisition Marketing
Stages of Growth: The Rocket Internet Way
1. Initial Traction
• Get a sale, no matter the cost
2. Efficiently Scale
• Cost per Order (CPO)
3. Take Market Share
• Cost to acquire a customer (CAC)
4. Profitability
• Cost to Revenue Ratio (CRR)

26. #1: Acquisition Marketing
Google SEM
• Daily KPI Tracking
• Crunch the results, pull levers
• Nail the Platform
• Sitelinkextensions
• RLSA
• Day bidding (168 h/wk)
• A/B Testing
• LEARN from your ad creatives

27. Tyler’s 2nd Growth Hacking
Discipline:
Customer Insight
Tyler Wilchek
Growth Hacker, BrickX
Connect on LinkedIn
March 15th, 2016

28. #2: Customer Insight
Key Concepts
• Be Cross-Functional
• Qual & Quan
• Always be Learning
• Software Stack

29. #2: Customer Insight
Yin Yang
• Be Cross-Functional
• Qualitative & Quantitative data.
• When you see a trend, look across to confirm.
• Qualitative
• User Testing
• Surveys
• Customer Service Nuggets
• Quantitative
• GA
• DWH
• Valuable Internal Reports

30. #2: Customer Insight
User Testing

31. #2: Customer Insight
User Testing
• Prep Time: 1 hour
• Prepare 7-10 tasks for the user test
• Cost: 1 day + $250
• 5 user test sessions on usertesting.com
• Post-Analysis
• Look for themes
• Transcribe, pull great customer quotes

32. #2: Customer Insight
Surveys
• Qualaroo surveying
• Powerful step-chain surveys
• EX:
• Q: Why aren’t you buying?
• A: Shipping
• Coupon for Free Shipping
• Knowledge share
• Your support team

33. #2: Customer Insight
Tools

34. Tyler’s 3rd Growth Hacking
Discipline:
Data Analysis
Tyler Wilchek
Growth Hacker, BrickX
Connect on LinkedIn
March 15th, 2016

35. #3: Data Analysis
Key Concepts
• KPI’s
• Always be Testing
• How to measure your tests

36. #3: Data Analysis
How to Measure Success
1. Benchmark
2. Forecast
3. Measure Results
• Key Analysis:
• Marketing acquisition metrics
• Funnel analysis
• Targeted promotions
• A/B Tests
• Value Add Analysis

37. #3: Data Analysis
Value Add Analysis: Top Products
Question: What are the top 1,000 products?
NOTE: Weightings are estimated to show concept.
20
20
25
25
10
Weight by Input
Investment - Product
Brand Power - Google Volume
Product Success - Revenue
Product Success - Views
Investment - Brand

38. #3: Data Analysis
For A/B Tests
Measure the KPI closest to your change
Examples:
1. Cautionary Tale: Sports Navigation Test
2. Closest KPI: Homepage Test

39. #3: Data Analysis
Statistical Significance for A/B Tests
USE A STATISTICAL SIGNIFICANCE CALCULATOR!
2 Key Inputs
1. Sample Size
2. Delta on your CR%
Benchmark:
• Baseline CR%
• Traffic coming through experiment
Forecast:
• Length of Test

40. THE ICONIC
Homepage Test

41. Control – Unisex Homepage
Above the Fold

42. TEST – Gender Split
Above the Fold

43. Top 3 Benefits
Giving our Customers a Head Start

44. Top 3 Benefits
Save Time & Money on Unisex Assets

45. Top 3 Benefits
Make Money & Grow Revenue

46. Results
Funnel Visualization

47. Tyler’s 4th Growth Hacking
Discipline:
Product Management
Tyler Wilchek
Growth Hacker, BrickX
Connect on LinkedIn
March 15th, 2016

48. #4: Product Management
Key Concepts
• MVP Focus
• Boil it down to the product fit
• When you hack too much…

49. #4: Product Management
Prioritisation

50. #3: Product Management
Must Have? Or Money Pit: Sorting Algorithm
“Wow, great product!”
(Funnel Step 1à 2)
“Wow, no sizes!”
(Funnel Step 2 à Exit)

51. Tyler’s 5th Growth Hacking
Discipline:
CRO & A/B Testing
Tyler Wilchek
Growth Hacker, BrickX
Connect on LinkedIn
March 15th, 2016

52. #5: CRO and A/B Testing
What’s a good conversion
rate?

53. #5: CRO and A/B Testing
Hypothesis Testing
• Hypothesis Testing
• If… Then...
• If….we change XYZ from status quo to my idea, Then.... We impact __ KPI.
• Learn Rate vs. Win Rate
• No such thing as a losing test if you learn!

54. #5: CRO and A/B Testing
The Big Mac
What’s your Big Mac?

55. #5: CRO and A/B Testing
The Big Mac

56. #5: CRO and A/B Testing
THE ICONIC Big Mac Today

57. #5: CRO and A/B Testing
The BrickX Big Mac Today

58. #5: CRO and A/B Testing
Coupon Test, Sum Game.
Control: Variation:

59. Nike A/B Test for Hero SKU’s

60. Hypothesis
If we change the Nike Banners to feature key products (Free & Tech
Capri), Then we will:
1) Increase PDP views to our Top SKU’s
2) Increase Revenue of Hero SKU’s
3) Increase CR% of Nike
4) Increase PDP Views of Nike SKU’s

61. Nike Homepage Unisex
/nike
Avg. Pageviews/Day: XX

62. Womens Nike
/womens-nike
Avg. Pageviews/Day: XX

63. Women’s Nike Shoes
/womens-nike-shoes
Avg. Pageviews/Day: XX

64. Women’s Nike Clothing
/womens-nike-clothing
Avg. Pageviews/Day: XX

65. Mens Nike
/mens-nike
Avg. Pageviews/Day: XX

66. Men’s Nike Shoes
/mens-nike-shoes
Avg. Pageviews/Day: XX

67. I’m asking for $200,000
for a 1% stake
in Tyler’s next venture.
Tyler Wilchek
Growth Hacker, BrickX
Connect on LinkedIn
Wilchekt@gmail.com
March 15th, 2016