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Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
May 8 2018 - Breda, Netherlands
How To Know Where Your
Marketingbudget is Worth Most
Ward van Gasteren
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
May 8 2018 - Breda, Netherlands
About me
Clients I help you grow
● Higher website conversion
● More traffic & leads
● Marketing efficiency
I don’t just do it: I’ll teach you and
show you step-by-step how to do it.
We’ll start with the hardest
question...
May 8 2018 - Breda, Netherlands
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
May 8 2018 - Breda, Netherlands
What is Growth Hacking?
Became a buzzword...
May 8 2018 - Breda, Netherlands
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
May 8 2018 - Breda, Netherlands
It’s not...
Magic
Tips & Tricks
Attracting visitors
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
May 8 2018 - Breda, Netherlands
It’s not...
Magic
Tips & Tricks
Attracting visitors
Instead it is..
Datadriven
It’s a process
Convert & nurture
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
May 8 2018 - Breda, Netherlands
Growth Hacking is...
...a process focused on customer-growth using
experiments based on data, user-behaviour and
well-known practices.
But I understand it’s confusing
May 8 2018 - Breda, Netherlands
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
Growth Hacking vs. Marketing
May 8 2018 - Breda, Netherlands
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
Growth Hacking vs. Marketing
May 8 2018 - Breda, Netherlands
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
May 8 2018 - Breda, Netherlands
Some well-known
Growth Hacks
Hotmail
May 8 2018 - Breda, Netherlands
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
Hotmail
May 8 2018 - Breda, Netherlands
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
12 million users
in 18 months after launch
Hotmail
May 8 2018 - Breda, Netherlands
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
12 million users
in 18 months after launch
(In 1997 there were only 70
million people with internet)
Dropbox
May 8 2018 - Breda, Netherlands
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
Dropbox
May 8 2018 - Breda, Netherlands
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
sep 2008 > jan 2010 =
100.000 > 4.000.000
Dropbox
May 8 2018 - Breda, Netherlands
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
sep 2008 > jan 2010 =
100.000 > 4.000.000
In just april 2010 there
were 2,8 million invites
send.
We work with a system
May 8 2018 - Breda, Netherlands
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
We work with a system
May 8 2018 - Breda, Netherlands
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
Facebook
May 8 2018 - Breda, Netherlands
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
Referral
TwitterMail
AdWords
Google
Facebook
May 8 2018 - Breda, Netherlands
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
Referral
TwitterMail
AdWords
Google
Facebook
May 8 2018 - Breda, Netherlands
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
Referral
TwitterMail
AdWords
Google
How to find your most
valuable channel?
May 8 2018 - Breda, Netherlands
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
How to find your most
valuable channel?
May 8 2018 - Breda, Netherlands
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
Reach on FB + Google + email
Website-visitors
Number of contactdetails
Number of 1st time visits
Number of 2nd/3rd/4th/etc. visits
Reach by word-of-mouth (WOM)
Retention
Revenue
How to find your most
valuable channel?
May 8 2018 - Breda, Netherlands
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
Number of people
11.000
450
900
300
250
125
Reach on FB + Google + email
Website-visitors
Number of contactdetails
Number of 1st time visits
Number of 2nd/3rd/4th/etc. visits
Reach by word-of-mouth (WOM)
Retention
Revenue
How to find your most
valuable channel?
May 8 2018 - Breda, Netherlands
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
Calculate average
customer lifetime
value
11.000
450
900
300
250
125
Reached people
Website-visitors
Number of contactdetails
Number of 1st time visits
Number of 2nd/3rd/4th/etc. visits
Reach by word-of-mouth (WOM)
Retention
Revenue
● 1 Ticket = $ 10
How to find your most
valuable channel?
May 8 2018 - Breda, Netherlands
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
Calculate average
customer lifetime
value
11.000
450
900
300
250
125
Reached people
Website-visitors
Number of contactdetails
Number of 1st time visits
Number of 2nd/3rd/4th/etc. visits
Reach by word-of-mouth (WOM)
Retention
Revenue
● 1 Ticket = $ 10
● On average people
visit 1,5 times
How to find your most
valuable channel?
May 8 2018 - Breda, Netherlands
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
Calculate average
customer lifetime
value
11.000
450
900
300
250
125
Reached people
Website-visitors
Number of contactdetails
Number of 1st time visits
Number of 2nd/3rd/4th/etc. visits
Reach by word-of-mouth (WOM)
Retention
Revenue
● 1 Ticket = $ 10
● On average people
visit 1,5 times
● 1 in 2 people tell a
friend about us
How to find your most
valuable channel?
May 8 2018 - Breda, Netherlands
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
Calculate average
customer lifetime
value
11.000
450
900
300
250
125
Reached people
Website-visitors
Number of contactdetails
Number of 1st time visits
Number of 2nd/3rd/4th/etc. visits
Reach by word-of-mouth (WOM)
Retention
Revenue
● 1 Ticket = $ 10
● On average people
visit 1,5 times
● 1 in 2 people tell a
friend about us
CLTV = 1,5 x 10 + (0,5 x
10)
How to find your most
valuable channel?
May 8 2018 - Breda, Netherlands
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
Calculate average
customer lifetime
value
11.000
450
900
300
250
125
Reached people
Website-visitors
Number of contactdetails
Number of 1st time visits
Number of 2nd/3rd/4th/etc. visits
Reach by word-of-mouth (WOM)
Retention
Revenue
● 1 Ticket = $ 10
● On average people
visit 1,5 times
● 1 in 2 people tell a
friend about us
CLTV = 1,5 x 10 + (0,5 x
10)
= $20
How to find your most
valuable channel?
May 8 2018 - Breda, Netherlands
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
11.000
450
900
300
250
125
Reached people
Website-visitors
Number of contactdetails
Number of 1st time visits
Number of 2nd/3rd/4th/etc. visits
Reach by word-of-mouth (WOM)
Retention
Revenue
CLTV = $20
Conversion rate =
11.000 reached > 250 cust.
How to find your most
valuable channel?
May 8 2018 - Breda, Netherlands
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
11.000
450
900
300
250
125
Reached people
Website-visitors
Number of contactdetails
Number of 1st time visits
Number of 2nd/3rd/4th/etc. visits
Reach by word-of-mouth (WOM)
Retention
Revenue
CLTV = $20
Conversion rate =
11.000 reached > 250 cust.
44 reached > 1 cust.
How to find your most
valuable channel?
May 8 2018 - Breda, Netherlands
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
11.000
450
900
300
250
125
Reached people
Website-visitors
Number of contactdetails
Number of 1st time visits
Number of 2nd/3rd/4th/etc. visits
Reach by word-of-mouth (WOM)
Retention
Revenue
CLTV = $20
Conversion rate =
11.000 reached > 250 cust.
44 reached > 1 cust.
= 2,27 %
How to find your most
valuable channel?
May 8 2018 - Breda, Netherlands
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
11.000
450
900
300
250
125
Reached people
Website-visitors
Number of contactdetails
Number of 1st time visits
Number of 2nd/3rd/4th/etc. visits
Reach by word-of-mouth (WOM)
Retention
Revenue
CLTV = $20
Conversion rate =
11.000 reached > 250 cust.
44 reached > 1 cust.
= 2,27 %
$20 x 2,27% =
$ 0,45
Facebook
May 8 2018 - Breda, Netherlands
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
Referral
TwitterMail
AdWords
Google
CLTV = $26
Conv. = 3,5%
1 visit = $0,91
CLTV = $18
Conv. = 1,8%
1 visit = $0,32
CLTV = $11
Conv. = 0,8%
1 visit = $0,09
CLTV = $20
Conv. = 2,2%
1 visit = $0,44
CLTV = $15
Conv. = 0,8%
1 visit = $0,12
CLTV = $21
Conv. = 5,2%
1 visit = $1,09
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
May 8 2018 - Breda, Netherlands
www.bit.ly/attribution-ward
Want to learn how?
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
May 8 2018 - Breda, Netherlands
How to take
advantage of this
knowledge?
How to find your most
valuable channel?
May 8 2018 - Breda, Netherlands
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
Click-through-rate
11.000
450
900
300
250
100
Retention
Revenue
82%
50%
66%
84%
50%
How to find your most
valuable channel?
May 8 2018 - Breda, Netherlands
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
11.000
450
900
300
250
100
Retention
Revenue
82%
50%
66%
84%
50%
How to find your most
valuable channel?
May 8 2018 - Breda, Netherlands
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
11.000
450
900
300
250
100
Retention
Revenue
82%
50%
66%
84%
50%
2%
20%
50%
20%
15%
Sorry this is more
realistic...
How to improve each fase?
May 8 2018 - Breda, Netherlands
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
Awareness
Acquisition
Activation
Revenue
Retention
Referral
How to improve each fase?
May 8 2018 - Breda, Netherlands
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
How to improve each fase?
May 8 2018 - Breda, Netherlands
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
How to improve each fase?
May 8 2018 - Breda, Netherlands
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
Awareness
May 8 2018 - Breda, Netherlands
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
How to expand your reach?
Awareness
May 8 2018 - Breda, Netherlands
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
How to expand your reach?
Key question:
Where are my potential customers?
Awareness
May 8 2018 - Breda, Netherlands
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
How to expand your reach?
Where are my potential customers?
Awareness
May 8 2018 - Breda, Netherlands
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
How to expand your reach?
Where are my potential customers?
Awareness
May 8 2018 - Breda, Netherlands
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
How to expand your reach?
Where are my potential customers?
Acquisition
May 8 2018 - Breda, Netherlands
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
How to get somebody to your website?
Acquisition
May 8 2018 - Breda, Netherlands
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
How to get somebody to your website?
How to get someone’s interest?
Acquisition
May 8 2018 - Breda, Netherlands
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
How to get somebody to your website?
How to get someone’s interest?
From this book
Activation
May 8 2018 - Breda, Netherlands
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
How to get someone’s contactdetails?
Activation
May 8 2018 - Breda, Netherlands
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
How to get someone’s contactdetails?
What can you give, that has value for the
customer?
Revenue
May 8 2018 - Breda, Netherlands
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
How to convert somebody?
Revenue
May 8 2018 - Breda, Netherlands
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
How to convert somebody?
Key question:
What are someone’s pro’s and con’s?
Revenue
May 8 2018 - Breda, Netherlands
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
How to convert somebody?
What are someone’s pro’s and con’s?
Revenue
May 8 2018 - Breda, Netherlands
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
How to convert somebody?
What are someone’s pro’s and con’s?
Revenue
May 8 2018 - Breda, Netherlands
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
How to convert somebody?
What are someone’s pro’s and con’s?
Problem / Solution / Timing
Revenue
May 8 2018 - Breda, Netherlands
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
How to convert somebody?
What are someone’s pro’s and con’s?
Problem / Solution / Timing
Try retargeting
Revenue
May 8 2018 - Breda, Netherlands
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
How to convert somebody?
What are someone’s pro’s and con’s?
Problem / Solution / Timing
Try retargeting
Revenue
May 8 2018 - Breda, Netherlands
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
How to convert somebody?
What are someone’s pro’s and con’s?
Problem / Solution / Timing
Try retargeting
Better timing
Retention
May 8 2018 - Breda, Netherlands
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
How to make someone come back?
Retention
May 8 2018 - Breda, Netherlands
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
How to make someone come back?
Key question:
How to make the second time better?
Retention
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
How to make someone come back?
How to make the second time better?
Referral
May 8 2018 - Breda, Netherlands
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
How to stimulate “word-of-mouth”?
Referral
May 8 2018 - Breda, Netherlands
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
How to stimulate “word-of-mouth”?
Key question:
What highlevel-emotions do I spark?
Referral
May 8 2018 - Breda, Netherlands
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
How to stimulate “word-of-mouth”?
What highlevel-emotions do I spark?
Referral
May 8 2018 - Breda, Netherlands
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
How to stimulate “word-of-mouth”?
What highlevel-emotions do I spark?
Referral
May 8 2018 - Breda, Netherlands
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
How to stimulate “word-of-mouth”?
What highlevel-emotions do I spark?
Referral
May 8 2018 - Breda, Netherlands
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
How to stimulate “word-of-mouth”?
What highlevel-emotions do I spark?
Round-up
May 8 2018 - Breda, Netherlands
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
Round-up
May 8 2018 - Breda, Netherlands
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
Round-up
May 8 2018 - Breda, Netherlands
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
Round-up
May 8 2018 - Breda, Netherlands
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
Later
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
May 8 2018 - Breda, Netherlands
Questions?
Pssst… Let’s connect
May 8 2018 - Breda, Netherlands
Ward van Gasteren
Growth Hacking Expert
www.growwithward.com
Let’s connect!
www.linkedin.com/in/wardvangasteren

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How to spend your marketingbudget? - Talk by Ward van Gasteren

  • 1. Ward van Gasteren Growth Hacking Expert www.growwithward.com May 8 2018 - Breda, Netherlands How To Know Where Your Marketingbudget is Worth Most Ward van Gasteren
  • 2. Ward van Gasteren Growth Hacking Expert www.growwithward.com May 8 2018 - Breda, Netherlands About me Clients I help you grow ● Higher website conversion ● More traffic & leads ● Marketing efficiency I don’t just do it: I’ll teach you and show you step-by-step how to do it.
  • 3. We’ll start with the hardest question... May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com
  • 4. Ward van Gasteren Growth Hacking Expert www.growwithward.com May 8 2018 - Breda, Netherlands What is Growth Hacking?
  • 5. Became a buzzword... May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com
  • 6. Ward van Gasteren Growth Hacking Expert www.growwithward.com May 8 2018 - Breda, Netherlands It’s not... Magic Tips & Tricks Attracting visitors
  • 7. Ward van Gasteren Growth Hacking Expert www.growwithward.com May 8 2018 - Breda, Netherlands It’s not... Magic Tips & Tricks Attracting visitors Instead it is.. Datadriven It’s a process Convert & nurture
  • 8. Ward van Gasteren Growth Hacking Expert www.growwithward.com May 8 2018 - Breda, Netherlands Growth Hacking is... ...a process focused on customer-growth using experiments based on data, user-behaviour and well-known practices.
  • 9. But I understand it’s confusing May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com
  • 10. Growth Hacking vs. Marketing May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com
  • 11. Growth Hacking vs. Marketing May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com
  • 12. Ward van Gasteren Growth Hacking Expert www.growwithward.com May 8 2018 - Breda, Netherlands Some well-known Growth Hacks
  • 13. Hotmail May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com
  • 14. Hotmail May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com 12 million users in 18 months after launch
  • 15. Hotmail May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com 12 million users in 18 months after launch (In 1997 there were only 70 million people with internet)
  • 16. Dropbox May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com
  • 17. Dropbox May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com sep 2008 > jan 2010 = 100.000 > 4.000.000
  • 18. Dropbox May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com sep 2008 > jan 2010 = 100.000 > 4.000.000 In just april 2010 there were 2,8 million invites send.
  • 19. We work with a system May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com
  • 20. We work with a system May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com
  • 21. Facebook May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com Referral TwitterMail AdWords Google
  • 22. Facebook May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com Referral TwitterMail AdWords Google
  • 23. Facebook May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com Referral TwitterMail AdWords Google
  • 24. How to find your most valuable channel? May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com
  • 25. How to find your most valuable channel? May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com Reach on FB + Google + email Website-visitors Number of contactdetails Number of 1st time visits Number of 2nd/3rd/4th/etc. visits Reach by word-of-mouth (WOM) Retention Revenue
  • 26. How to find your most valuable channel? May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com Number of people 11.000 450 900 300 250 125 Reach on FB + Google + email Website-visitors Number of contactdetails Number of 1st time visits Number of 2nd/3rd/4th/etc. visits Reach by word-of-mouth (WOM) Retention Revenue
  • 27. How to find your most valuable channel? May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com Calculate average customer lifetime value 11.000 450 900 300 250 125 Reached people Website-visitors Number of contactdetails Number of 1st time visits Number of 2nd/3rd/4th/etc. visits Reach by word-of-mouth (WOM) Retention Revenue ● 1 Ticket = $ 10
  • 28. How to find your most valuable channel? May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com Calculate average customer lifetime value 11.000 450 900 300 250 125 Reached people Website-visitors Number of contactdetails Number of 1st time visits Number of 2nd/3rd/4th/etc. visits Reach by word-of-mouth (WOM) Retention Revenue ● 1 Ticket = $ 10 ● On average people visit 1,5 times
  • 29. How to find your most valuable channel? May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com Calculate average customer lifetime value 11.000 450 900 300 250 125 Reached people Website-visitors Number of contactdetails Number of 1st time visits Number of 2nd/3rd/4th/etc. visits Reach by word-of-mouth (WOM) Retention Revenue ● 1 Ticket = $ 10 ● On average people visit 1,5 times ● 1 in 2 people tell a friend about us
  • 30. How to find your most valuable channel? May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com Calculate average customer lifetime value 11.000 450 900 300 250 125 Reached people Website-visitors Number of contactdetails Number of 1st time visits Number of 2nd/3rd/4th/etc. visits Reach by word-of-mouth (WOM) Retention Revenue ● 1 Ticket = $ 10 ● On average people visit 1,5 times ● 1 in 2 people tell a friend about us CLTV = 1,5 x 10 + (0,5 x 10)
  • 31. How to find your most valuable channel? May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com Calculate average customer lifetime value 11.000 450 900 300 250 125 Reached people Website-visitors Number of contactdetails Number of 1st time visits Number of 2nd/3rd/4th/etc. visits Reach by word-of-mouth (WOM) Retention Revenue ● 1 Ticket = $ 10 ● On average people visit 1,5 times ● 1 in 2 people tell a friend about us CLTV = 1,5 x 10 + (0,5 x 10) = $20
  • 32. How to find your most valuable channel? May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com 11.000 450 900 300 250 125 Reached people Website-visitors Number of contactdetails Number of 1st time visits Number of 2nd/3rd/4th/etc. visits Reach by word-of-mouth (WOM) Retention Revenue CLTV = $20 Conversion rate = 11.000 reached > 250 cust.
  • 33. How to find your most valuable channel? May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com 11.000 450 900 300 250 125 Reached people Website-visitors Number of contactdetails Number of 1st time visits Number of 2nd/3rd/4th/etc. visits Reach by word-of-mouth (WOM) Retention Revenue CLTV = $20 Conversion rate = 11.000 reached > 250 cust. 44 reached > 1 cust.
  • 34. How to find your most valuable channel? May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com 11.000 450 900 300 250 125 Reached people Website-visitors Number of contactdetails Number of 1st time visits Number of 2nd/3rd/4th/etc. visits Reach by word-of-mouth (WOM) Retention Revenue CLTV = $20 Conversion rate = 11.000 reached > 250 cust. 44 reached > 1 cust. = 2,27 %
  • 35. How to find your most valuable channel? May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com 11.000 450 900 300 250 125 Reached people Website-visitors Number of contactdetails Number of 1st time visits Number of 2nd/3rd/4th/etc. visits Reach by word-of-mouth (WOM) Retention Revenue CLTV = $20 Conversion rate = 11.000 reached > 250 cust. 44 reached > 1 cust. = 2,27 % $20 x 2,27% = $ 0,45
  • 36. Facebook May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com Referral TwitterMail AdWords Google CLTV = $26 Conv. = 3,5% 1 visit = $0,91 CLTV = $18 Conv. = 1,8% 1 visit = $0,32 CLTV = $11 Conv. = 0,8% 1 visit = $0,09 CLTV = $20 Conv. = 2,2% 1 visit = $0,44 CLTV = $15 Conv. = 0,8% 1 visit = $0,12 CLTV = $21 Conv. = 5,2% 1 visit = $1,09
  • 37. Ward van Gasteren Growth Hacking Expert www.growwithward.com May 8 2018 - Breda, Netherlands www.bit.ly/attribution-ward Want to learn how?
  • 38. Ward van Gasteren Growth Hacking Expert www.growwithward.com May 8 2018 - Breda, Netherlands How to take advantage of this knowledge?
  • 39. How to find your most valuable channel? May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com Click-through-rate 11.000 450 900 300 250 100 Retention Revenue 82% 50% 66% 84% 50%
  • 40. How to find your most valuable channel? May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com 11.000 450 900 300 250 100 Retention Revenue 82% 50% 66% 84% 50%
  • 41. How to find your most valuable channel? May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com 11.000 450 900 300 250 100 Retention Revenue 82% 50% 66% 84% 50% 2% 20% 50% 20% 15% Sorry this is more realistic...
  • 42. How to improve each fase? May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com Awareness Acquisition Activation Revenue Retention Referral
  • 43. How to improve each fase? May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com
  • 44. How to improve each fase? May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com
  • 45. How to improve each fase? May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com
  • 46. Awareness May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com How to expand your reach?
  • 47. Awareness May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com How to expand your reach? Key question: Where are my potential customers?
  • 48. Awareness May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com How to expand your reach? Where are my potential customers?
  • 49. Awareness May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com How to expand your reach? Where are my potential customers?
  • 50. Awareness May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com How to expand your reach? Where are my potential customers?
  • 51. Acquisition May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com How to get somebody to your website?
  • 52. Acquisition May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com How to get somebody to your website? How to get someone’s interest?
  • 53. Acquisition May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com How to get somebody to your website? How to get someone’s interest? From this book
  • 54. Activation May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com How to get someone’s contactdetails?
  • 55. Activation May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com How to get someone’s contactdetails? What can you give, that has value for the customer?
  • 56. Revenue May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com How to convert somebody?
  • 57. Revenue May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com How to convert somebody? Key question: What are someone’s pro’s and con’s?
  • 58. Revenue May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com How to convert somebody? What are someone’s pro’s and con’s?
  • 59. Revenue May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com How to convert somebody? What are someone’s pro’s and con’s?
  • 60. Revenue May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com How to convert somebody? What are someone’s pro’s and con’s? Problem / Solution / Timing
  • 61. Revenue May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com How to convert somebody? What are someone’s pro’s and con’s? Problem / Solution / Timing Try retargeting
  • 62. Revenue May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com How to convert somebody? What are someone’s pro’s and con’s? Problem / Solution / Timing Try retargeting
  • 63. Revenue May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com How to convert somebody? What are someone’s pro’s and con’s? Problem / Solution / Timing Try retargeting Better timing
  • 64. Retention May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com How to make someone come back?
  • 65. Retention May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com How to make someone come back? Key question: How to make the second time better?
  • 66. Retention Ward van Gasteren Growth Hacking Expert www.growwithward.com How to make someone come back? How to make the second time better?
  • 67. Referral May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com How to stimulate “word-of-mouth”?
  • 68. Referral May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com How to stimulate “word-of-mouth”? Key question: What highlevel-emotions do I spark?
  • 69. Referral May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com How to stimulate “word-of-mouth”? What highlevel-emotions do I spark?
  • 70. Referral May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com How to stimulate “word-of-mouth”? What highlevel-emotions do I spark?
  • 71. Referral May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com How to stimulate “word-of-mouth”? What highlevel-emotions do I spark?
  • 72. Referral May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com How to stimulate “word-of-mouth”? What highlevel-emotions do I spark?
  • 73. Round-up May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com
  • 74. Round-up May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com
  • 75. Round-up May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com
  • 76. Round-up May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com Later
  • 77. Ward van Gasteren Growth Hacking Expert www.growwithward.com May 8 2018 - Breda, Netherlands Questions? Pssst… Let’s connect
  • 78. May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com Let’s connect! www.linkedin.com/in/wardvangasteren