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Stacking the Odds for Authentic Growth




     Sean Ellis
     October 3rd, 2012
     Blog: Startup-Marketing.com
     Twitter: @SeanEllis


Twitter @SeanEllis             Startup-Marketing.com      1
Startup Growth Pyramid


                            Scale
                           Growth

                         Stacking
                         the odds


                     Product/Market Fit


Twitter @SeanEllis       Startup-Marketing.com   2
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
Steps for Stacking the Odds




     Understand            Macro                     Micro
       MHX               Optimization             Optimization




Twitter @SeanEllis        Startup-Marketing.com              4
Indentify Must Have Users
   Understand          Macro           Micro
     MHX             Optimization   Optimization




Twitter @SeanEllis                   Startup-Marketing.com   5
Narrow Down Must Have Benefit
   Understand          Macro           Micro
     MHX             Optimization   Optimization



Additional question for “Must Have” Users




Twitter @SeanEllis                   Startup-Marketing.com   6
Understand Context of MH Benefit
   Understand          Macro           Micro
     MHX             Optimization   Optimization




Twitter @SeanEllis                   Startup-Marketing.com   7
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
Understand Initial Intent/Desire
   Understand            Macro           Micro
     MHX               Optimization   Optimization




Twitter @SeanEllis                     Startup-Marketing.com   9
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
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
Macro Optimization Improves Odds

   Understand          Macro           Micro
     MHX             Optimization   Optimization




                                                    Improves…
                                                             - Habit
              Must-Have                                      - Loyalty
              experience                                     - Referrals
                                                             - Sales

Twitter @SeanEllis                   Startup-Marketing.com                 12
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
Enhance Engagement for Converted

    Understand         Macro           Micro
      MHX            Optimization   Optimization




Twitter @SeanEllis                  Startup-Marketing.com   14
When Ready Encourage Sharing

    Understand          Macro           Micro
      MHX             Optimization   Optimization




Twitter @SeanEllis                   Startup-Marketing.com
When Ready Drive Sales

    Understand         Macro            Micro
      MHX            Optimization    Optimization




Twitter @SeanEllis                   Startup-Marketing.com   16
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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Stacking the Odds for Authentic Growth

  • 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. Startup Growth Pyramid Scale Growth Stacking the odds Product/Market Fit Twitter @SeanEllis Startup-Marketing.com 2
  • 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. Steps for Stacking the Odds Understand Macro Micro MHX Optimization Optimization Twitter @SeanEllis Startup-Marketing.com 4
  • 5. Indentify Must Have Users Understand Macro Micro MHX Optimization Optimization Twitter @SeanEllis Startup-Marketing.com 5
  • 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. Understand Context of MH Benefit Understand Macro Micro MHX Optimization Optimization Twitter @SeanEllis Startup-Marketing.com 7
  • 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. Understand Initial Intent/Desire Understand Macro Micro MHX Optimization Optimization Twitter @SeanEllis Startup-Marketing.com 9
  • 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. 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. 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. 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. Enhance Engagement for Converted Understand Macro Micro MHX Optimization Optimization Twitter @SeanEllis Startup-Marketing.com 14
  • 15. When Ready Encourage Sharing Understand Macro Micro MHX Optimization Optimization Twitter @SeanEllis Startup-Marketing.com
  • 16. When Ready Drive Sales Understand Macro Micro MHX Optimization Optimization Twitter @SeanEllis Startup-Marketing.com 16
  • 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