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Introduction to growth hacking


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Growth hacking is a marketing technique developed by technology startups which uses creativity, analytical thinking, and social metrics to sell products and gain exposure. It can be seen as part of the online marketing ecosystem, as in many cases growth hackers are simply good at using techniques such as search engine optimization, website analytics, content marketing and A/B testing which are already mainstream. Growth hackers focus on low-cost and innovative alternatives to traditional marketing, e.g. utilizing social media and viral marketing instead of buying advertising through more traditional media such as radio, newspaper, and television. Growth hacking is particularly important for startups, as it allows for a "lean" launch that focuses on "growth first, budgets second. "Facebook, Twitter, LinkedIn, AirBnB and Dropbox are all companies that use growth hacking techniques.

Published in: Technology

Introduction to growth hacking

  1. 1. Introduction to Growth Hacking
  2. 2. A growth hacker is a person whose true north isgrowth. Everything they do isscrutinizedby itspotential impact on scalable growth. Sean Ellis Growth advisor at Dropbox Coined the term “growth hacking” in 2010 “
  3. 3. The Hotmail example
  4. 4. The Hotmail example
  5. 5. The Hotmail example
  6. 6. The Hotmail example “PS: I love you, get your free email at hotmail”
  7. 7. The Hotmail example
  8. 8. The Airbnb example Brian Chesky, Joe Gebia, Nathan Blecharcyk 2007
  9. 9. The Airbnb example
  10. 10. The Airbnb example
  11. 11. The Airbnb example Craigslist integration
  12. 12. The Airbnb example Craigslist integration
  13. 13. The Airbnb example Craigslist Bot
  14. 14. The Airbnb example
  15. 15. This is Growth Hacking
  16. 16. Analytics Are Key
  17. 17. AARRR Quora example
  18. 18. AARRR Quora example
  19. 19. AARRR Quora example
  20. 20. AARRR Quora example
  21. 21. AARRR Quora example
  22. 22. Know your metrics
  23. 23. Know your metrics Tools Traffic: Google Analytis User behavior: Mixpanel, KISSmetrics Attribution tracking: UTM tags, BranchMetrics
  24. 24. Know your metrics One metric that matters Facebook: 10 friends in 7 days Twitter: following 30 people Secret: 90% of users that engage in a conversation come back within the week
  25. 25. how to improve this metric? the growth process
  26. 26. The growth process 1. Define actionnable goals (based on data) 2. Implement analytics to track your goals. 3. Prioritize: Probability of Success, Impact & Ease (PIE) 4. Build it 5. Measure: Gauge success of new features. 6. Understand the results and do it again.
  27. 27. growth tactics
  28. 28. Growth tactics Acquisition channels
  29. 29. Growth tactics acquisition: Piggy backing
  30. 30. Growth tactics acquisition: scarcity
  31. 31. Growth tactics acquisition: scarcity
  32. 32. Growth tactics acquisition: fake it ’til you make it PayPal used bots that bought from eBay merchants and asked to use PayPal.
  33. 33. Growth tactics acquisition: fake it ’til you make it
  34. 34. Growth tactics activation: AB Testing
  35. 35. Growth tactics activation: AB Testing Tools: Optimizely, Unbouce, Vanity (RoR)
  36. 36. Growth tactics activation: onboarding
  37. 37. Growth tactics activation: personalize onboarding Tools: Branch Metrics, Yozio
  38. 38. don’t fill a leaking bucket retention is king
  39. 39. Growth tactics retention: personalized emails Tools: Vero,, Iterable
  40. 40. Growth tactics retention: gamification Foursquare
  41. 41. Growth tactics retention: building a habit Shopkick
  42. 42. Growth tactics revenue: urgency and scarcity
  43. 43. Growth tactics referral: dropbox
  44. 44. Growth tactics referral: lyft
  45. 45. growth hacking is a mindset
  46. 46. Thank you! @adrienm