[CXL Live 16] Growth Hacking BS: Fixing Marketing One Truth at a Time by Morgan Brown

1. GROWTH HACKING B.S. FIXING MARKETING ONE TRUTH AT A TIME

2. 25.2 MILLION RESULTS

3. WHY? Marketers THE RISE OF GROWTH HACKING

4. 1. MASSIVE LEAPS IN DATA & CONNECTIVITY  2. RISE OF ONLINE PLATFORMS  3. MARKETING & TECH MELD

5. ENTREPRENEURS THOUGHT [MARKETERS WERE] GOING TO BUY THEM SUPER BOWL ADS. - Andrew Chen, Uber

6. WHATTHE HELL IS GROWTH HACKING? Marketers HOW I DEFINE GROWTH HACKING

7. EXPERIMENT DRIVEN MARKETING FOCUSED ON HOW PRODUCT USE CREATES GROWTH. Yours Truly HOW I DEFINE GROWTH HACKING

8. HOW’D THEY DO IT? PUNCHLINE: Rapid experimentation is the key to fast growth

9. Satya Patel, 2014 Agile Marketing Meetup TWITTER GROWTH 2010 - 2012Users(MM) 0 50 100 150 200 Q1 '10 Q3 '10 Q1 '11 Q3 '11 Q1 '12 Q3 '12 0.5 tests/week 10 tests/week TESTING DRIVES GROWTH

10. TWITTER CASE STUDY ‘GROWTH RELIES ON OPTIMIZATION’ ▸ Iterated through many homepage tests ▸ Fixed form validation error with non- Western account names leading to +80k new accounts per day

11. PINTEREST CASE STUDY ‘GROWTH HACKING 2015+’ ▸ Optimize copy across customer communications in 30 languages ▸ Make it easy to run experiments at scale (30 languages, 15 variants each) ▸ Have experiments auto- resolve themselves https://medium.com/@jwegan_com/how-pinterest-increased-maus-with-one-simple-trick-be424b02429d#.w1n7bpch8

12. Faster Tempo = More Learning More Learning = More Growth http://collegesportsblog.dallasnews.com/2014/01/baylor-10th-overall-in-espns-way-too-early-top-25-college-football-rankings.html/

13. http://searchengineland.com/local-content-silos-secret-local-search-success-223371 GROWTH IS A HORIZONTAL FUNCTIONGROWTH IS A HORIZONTAL FUNCTION

14. ORG STRUCTURE THE GROWTH TEAM ▸ PM Growth ▸ Analyst ▸ Growth Engineer ▸ Digital marketers ▸ Specialist(s) Zuckerberg poses with some of his deputies at Antonio’s Nut House in Palo Alto, a popular staff hangout: Chamath Palihapitya, vice president for growth, mobile and international; Zuckerberg; Mike Schroepfer, vice president of engineering; Jonathan Heiliger, vice president of technical operations; Chris Cox, vice president of product.

15. IDEATE PRIORITIZE TEST ANALYZE Unbridled Ideation Focus Prioritization Rapid Testing of Promising Ideas Analysis Learning GROWTH PROCESS

16. GROWTH PROCESS IDEAS ARE THE FUEL FOR GROWTH ▸ Full team participation (engineering, marketing, ops, etc.) ▸ All funnel elements (AARRRR) ▸ Ideas written as hypotheses

17. GROWTH PROCESS HYPOTHESIS QUALITY DICTATES IMPACT ▸ Data and evidence based ▸ Testable ▸ Defensible http://mrssirilla.weebly.com/scientiﬁc-methods.html

18. GROWTH PROCESS FOCUS & PRIORITIZATION ▸ Growth lead owns focus (North Star, OKR, etc.) ▸ Hypotheses are scored and sized (ICE Score) ▸ Growth team nominates experiments for testing Get access to Project @ http://project.growthhackers.com

19. FOCUS & PRIORITIZATION Not throwing spaghetti against the wall

20. GROWTH PROCESS PRIORITIZE FOR IMPACT Base Conversion Rate % Change   vs. Control Required Sample Size / Variant Test Days Required Example A 3% 5% 72,300 72 Example B 3% 10% 18,500 18 Example C 3% 30% 2,250 2 Source: Andy Johns, WMD 2015 talk

21. What is the airspeed velocity of an unladen swallow?

22. ANALYSIS & LEARNING Must learn something on every test

23. ANALYSIS & LEARNING Control always wins when inconclusive

24. ANALYSIS & LEARNING Learning must be clear & accessible

25. GROWTH PROCESS WEEKLY GROWTH MEETING ▸ Growth team participation ▸ One full hour, regimented agenda ▸ Not time for brainstorming ▸ Similar to sprint planning / retrospective meetings from Agile process ▸ Drives process, accountability, velocity

26. GROWTH PROCESS GROWTH MEETING AGENDA ▸ KPI Review and Update Focus (15 min) ▸ Review last week’s testing sprint (10 min) ▸ Key lessons learned from completed/ analyzed tests (15 min) ▸ Selected tests for this week (15 min) ▸ Idea backlog review and favorites (5 min) Get a copy of agenda doc here: http://bit.ly/growthmtg Get our testing template here: http://bit.ly/experimenttemplate

28. IN ACTION GROWTH PROCESS

29. SOCIAL LOGIN TEST Original Visitors: 3151 Conversions: 605 Conversion Rate: 19.2% Variation 1 (w/o social sign-in) Visitors: 3147 Conversions: 750 Conversion Rate: 23.8% Result: With >99% conﬁdence, the 24% improvement seen with Variation 1 is statistically signiﬁcant.

30. FUNNELTEST Result: With >98% conﬁdence, the 32% improvement seen with 10% variant is statistically signiﬁcant. By offering 10% discount we are increasing revenue by 18.9% over control. 10% Variant Visitors: 4260 Conversions: 303 Conversion Rate: 7.11% 25% Variant Visitors: 2830 Conversions: 213 Conversion Rate: 7.53%

31. PLAN TYPE TEST Monthly at $19.99 Quarterly at $57

33. TAKEAWAYS DO THIS NEXT

34. BUILD YOUR TEAM

35. REFINE PROCESS

36. AIM FOR IMPACT

37. ADD VELOCITY

38. BE A FORCE FOR GROWTH

39. GET IN TOUCH THANK YOU - LET’S CONNECT! @morganb @morganb180 morganbrown.co /in/morganb