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Stacking the Odds for Authentic Growth

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Stacking the Odds for Authentic Growth

  1. 1. Stacking the Odds for Authentic Growth Sean Ellis October 3rd, 2012 Blog: Startup-Marketing.com Twitter: @SeanEllis Twitter @SeanEllis Startup-Marketing.com 1
  2. 2. Startup Growth Pyramid Scale Growth Stacking the odds Product/Market Fit Twitter @SeanEllis Startup-Marketing.com 2
  3. 3. Authentic (Sustainable) Growth Hook, Pro mise • Understand must-have experience (MHX) • Double down on enhancing MHX • Calibrate hook & promise messaging • Optimize flows to deliver MHX Must-Have • Personalize lifecycle management experience Twitter @SeanEllis Startup-Marketing.com 3
  4. 4. Steps for Stacking the Odds Understand Macro Micro MHX Optimization Optimization Twitter @SeanEllis Startup-Marketing.com 4
  5. 5. Indentify Must Have Users Understand Macro Micro MHX Optimization Optimization Twitter @SeanEllis Startup-Marketing.com 5
  6. 6. Narrow Down Must Have Benefit Understand Macro Micro MHX Optimization Optimization Additional question for “Must Have” Users Twitter @SeanEllis Startup-Marketing.com 6
  7. 7. Understand Context of MH Benefit Understand Macro Micro MHX Optimization Optimization Twitter @SeanEllis Startup-Marketing.com 7
  8. 8. Convert to Must-Have Experience Understand Macro Micro MHX Optimization Optimization Goals • Max % that reach MH experience • Desire – Friction = Conversion Rate Must-Have • Build desire, reduce friction experience Twitter @SeanEllis Startup-Marketing.com 8
  9. 9. Understand Initial Intent/Desire Understand Macro Micro MHX Optimization Optimization Twitter @SeanEllis Startup-Marketing.com 9
  10. 10. Uncover Points of Friction Understand Macro Micro MHX Optimization Optimization • User testing (live or online) • Example questions to ID conversion issues Twitter @SeanEllis Startup-Marketing.com 10
  11. 11. Optimize Conversions Understand Macro Micro MHX Optimization Optimization Experiment to Max % to MHX • Combos of hooks & promise • Address conversion issues Twitter @SeanEllis Startup-Marketing.com 11
  12. 12. Macro Optimization Improves Odds Understand Macro Micro MHX Optimization Optimization Improves… - Habit Must-Have - Loyalty experience - Referrals - Sales Twitter @SeanEllis Startup-Marketing.com 12
  13. 13. Micro Optimization Last Understand Macro Micro MHX Optimization Optimization Default on macro, then segment Micro is lifecycle management (per user) 1. Enhance engagement 2. Encourage sharing 3. Drive sales Twitter @SeanEllis Startup-Marketing.com 13
  14. 14. Enhance Engagement for Converted Understand Macro Micro MHX Optimization Optimization Twitter @SeanEllis Startup-Marketing.com 14
  15. 15. When Ready Encourage Sharing Understand Macro Micro MHX Optimization Optimization Twitter @SeanEllis Startup-Marketing.com
  16. 16. When Ready Drive Sales Understand Macro Micro MHX Optimization Optimization Twitter @SeanEllis Startup-Marketing.com 16
  17. 17. Stack the Odds for Authentic Growth Understand Macro Micro MHX Optimization Optimization Scale Growth Stacking the Odds Product/Market Fit Twitter @SeanEllis Startup-Marketing.com 17

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