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SaaSFest 2015: Accelerating Organic Growth Through High Tempo Testing

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The key to sustainable growth is strong organic growth. These slides show you how to maximize organic growth. Then they should you how to pour fuel on the first through high tempo testing - outlining the team and process needed to executing testing at a high velocity.

Published in: Marketing
  • Sean gave this presentation as part of SaaSfest 2015 and then helped me turn it into a blog post. If you want a write up on how this process works, here it is: http://appcues.com/blog/sean-ellis-secret-framework-for-unlocking-organic-growth/?utm_source=blog&utm_medium=linkedin&utm_campaign=unlocking-organic
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SaaSFest 2015: Accelerating Organic Growth Through High Tempo Testing

  1. 1. Scaling Authentic Growth Accelerating Organic Growth Through High Tempo Testing December 9, 2015
  2. 2. Key To Sustainable Growth Success
  3. 3. Requirements for Organic Growth • “Must have” product • Compelling promise delivered on quickly • Excitement about your product category
  4. 4. Accelerate by Pouring Fuel on Fire
  5. 5. But First Things First Scale Growth Unlocking Organic Product/Market Fit
  6. 6. Validate Product Market Fit • “Must have” product for large market • Ask users “How would you feel if you could no longer use this product?” – Very disappointed (40%+) – Somewhat disappointed – Not disappointed – N/A – I already stopped using
  7. 7. Unlocking Organic Growth Scale Growth Unlocking Organic Product/Market Fit
  8. 8. Research for Organic Growth Understand “Must Have” Users • Who are they (demographics)? • Why did they seek product (intent)? • How are they using product? Key Benefit - Narrow by Must Have • Ask 1st group: “What is key benefit?” (open ended) • Ask 2nd group: “What is key benefit?” (multiple choice), “Why is that benefit important?” (open ended)
  9. 9. Research for Organic Growth (P2) Crowdsource product description • Have you recommended this product? (Yes/No) • If Yes, ask “How did you describe it?” (open ended)
  10. 10. Optimize Organic Value Delivery Home Page Messaging • Hook: A/B test “hook” based on intent (best response) • Promise: A/B test promise statements (stay true to “must have benefit”) • Description: A/B test descriptions (best response) Onboarding to “must have experience”
  11. 11. Scaling Growth Scale Growth Unlocking Organic Product/Market Fit
  12. 12. Product Scaling Growth is Cross Functional External Channels Promise 1st Experience Ongoing Experience Acquisition Activation Revenue Retention Referral biz dev/APIs Marketing
  13. 13. Product Core Growth Team Drives Testing External Channels Promise 1st Experience Ongoing Experience Acquisition Activation Revenue Retention Referral biz dev/APIs Marketing Growth Team
  14. 14. Building Core Growth Team • Start with a dedicated PM Growth • Rest of core growth team can initially be ad hoc • Add other dedicated people as needed to hit temp goals • Example roles: growth eng, designers, analysts, VP Prod, CEO
  15. 15. Testing Drives Growth • Day 1: No certainty about how you will grow • More testing = More discovery • Rapid testing across all vectors Acquisition Referral Activation Revenue Retention Resurrection
  16. 16. High Tempo Testing: Twitter
  17. 17. Growth Team Needs Effective Process Unbridled Ideation Prioritize backlog Launch Tests Capture learning
  18. 18. Unbridled Ideation Unbridled Ideation Prioritize backlog Launch Tests Capture learning
  19. 19. Unbridled Ideation • Build large backlog of ideas (my team 500+)
  20. 20. Inputs for Growth Testing Ideas External Experts Internal Experts Ideas Tests Results Core Growth Team Drives Process
  21. 21. Prioritize Backlog Unbridled Ideation Prioritize backlog Launch Tests Capture learning
  22. 22. Formalize ideas in Experiment Doc • Include research, hypothesis, target lever Keep general contributor ideas simple (no ICE)
  23. 23. Compare Ideas by ICE Score
  24. 24. Launch Tests Unbridled Ideation Prioritize backlog Launch Tests Capture learning
  25. 25. Select Tests in Weekly Meeting • Choose tests to launch (no brainstorming) • Assign a project manager to each test
  26. 26. Example Growth Meeting Agenda 15 min: KPI review & update focus area 10 min: Review last week’s testing sprint 15 min: Key lessons learned from analyzed tests 15 min: Select tests for this week’s sprint 5 min: Check growth of idea backlog
  27. 27. Capture Learning Unbridled Ideation Prioritize backlog Launch tests Capture learning
  28. 28. Capture Learning Details • Every test leads to learning • Organize learning for easy access
  29. 29. Share Learning with Team+ External Experts Internal Experts Ideas Tests Results Core Growth Team Drives Process
  30. 30. Example - oEmbed • Data: Embeds = longer sessions • Hypothesis: Same action = more embeds • Result: 41% increase in embedded media Slides Videos
  31. 31. Example Tests from Dropbox Revenue test Referral test Retention/Re venue test
  32. 32. Sharing Landing Page
  33. 33. Join GH Projects Private Beta at Projects.GrowthHackers.com Purpose-Built Growth Collaboration System: 1) Team Ideation 2) Prioritize Testing 3) Capture Learning

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