SlideShare uses cookies to improve functionality and performance, and to provide you with relevant advertising. If you continue browsing the site, you agree to the use of cookies on this website. See our User Agreement and Privacy Policy.
SlideShare uses cookies to improve functionality and performance, and to provide you with relevant advertising. If you continue browsing the site, you agree to the use of cookies on this website. See our Privacy Policy and User Agreement for details.
Successfully reported this slideshow.
Activate your 30 day free trial to unlock unlimited reading.
Using Your Growth Model to Drive Smarter High Tempo Testing
In this presentation, Sean Ellis highlights how to use a growth model to inform your high tempo testing efforts. It goes through the key steps for building your growth model including establishing a north star metric, and identifying your "aha moment" and the core benefit that drives retention. Finally he shows how the GrowthHackers team has used a growth model to plan our growth roadmap.
1.
Testing with a Growth Model
Using a Growth Model for more
Effective High Tempo Testing
2.
Testing Drives Growth
Twitter boosts testing tempo 20X GH boosts testing tempo 10X
3.
High Tempo Testing Process
Analyze
IdeasPrioritize
Test
4.
Analyze Growth Model First
Analyze
IdeasPrioritize
Test
5.
Establish a North Star Metric
• Provides lens for measuring sustainable growth
• Should be correlated with value delivered to customers
• Examples: Airbnb nights booked, Facebook DAUs
6.
Understand Your Growth Model
Relationship between variables that move your
North Star Metric
• Acquisitio - Sources and motivation to try
• Ac - Aha moment
• - “Must have” experience
• - User-get-user loops
Acquisition
Activation
Retention
Referral
7.
Build Your Growth Model
?
(Aha Moment)
?
?
(North Star
Metric)
?
Acquisition
Activation
Retention
Referral
Revenue
?
*simplified
(Core Benefit)
8.
LinkedIn Example Growth Model*
SEO Int’l expansion Invites
(Aha Moment)
Create profile,
4+ connections
Stay connected
with work people
(North Star
Metric)
Profile
connections
Acquisition
Activation
Retention
Referral
Revenue
Invites
*simplified
(Core Benefit)
9.
What’s Your “Aha Moment”?
• Elements of an “aha moment”
– First taste of core benefit
– Achievable on first visit
– Significantly increases likelihood of revisit
• If NO “aha moment” reached on 1st visit, unlikely
to ever see prospect again
10.
Growth Model for GrowthHackers*
Invites
(invites)
Unique growth
insights from
testing
(North Star
Metric)
Card hops
SlideShareAcquisition
Activation
Retention
Referral
Revenue
Twitter
Sharing a
great idea
(Aha Moment)
*simplified
(Core Benefit)
11.
Analyze to Find Leverage in Model
(invites)
Unique growth
insights from
testing Card hops
Acquisition
Activation
Retention
ReferralSharing a
great idea
(Aha Moment)
InvitesSlideShare
Twitter
(North Star
Metric)
Revenue
(Core Benefit)
In this presentation, Sean Ellis highlights how to use a growth model to inform your high tempo testing efforts. It goes through the key steps for building your growth model including establishing a north star metric, and identifying your "aha moment" and the core benefit that drives retention. Finally he shows how the GrowthHackers team has used a growth model to plan our growth roadmap.
1.
Testing with a Growth Model
Using a Growth Model for more
Effective High Tempo Testing
2.
Testing Drives Growth
Twitter boosts testing tempo 20X GH boosts testing tempo 10X
3.
High Tempo Testing Process
Analyze
IdeasPrioritize
Test
4.
Analyze Growth Model First
Analyze
IdeasPrioritize
Test
5.
Establish a North Star Metric
• Provides lens for measuring sustainable growth
• Should be correlated with value delivered to customers
• Examples: Airbnb nights booked, Facebook DAUs
6.
Understand Your Growth Model
Relationship between variables that move your
North Star Metric
• Acquisitio - Sources and motivation to try
• Ac - Aha moment
• - “Must have” experience
• - User-get-user loops
Acquisition
Activation
Retention
Referral
7.
Build Your Growth Model
?
(Aha Moment)
?
?
(North Star
Metric)
?
Acquisition
Activation
Retention
Referral
Revenue
?
*simplified
(Core Benefit)
8.
LinkedIn Example Growth Model*
SEO Int’l expansion Invites
(Aha Moment)
Create profile,
4+ connections
Stay connected
with work people
(North Star
Metric)
Profile
connections
Acquisition
Activation
Retention
Referral
Revenue
Invites
*simplified
(Core Benefit)
9.
What’s Your “Aha Moment”?
• Elements of an “aha moment”
– First taste of core benefit
– Achievable on first visit
– Significantly increases likelihood of revisit
• If NO “aha moment” reached on 1st visit, unlikely
to ever see prospect again
10.
Growth Model for GrowthHackers*
Invites
(invites)
Unique growth
insights from
testing
(North Star
Metric)
Card hops
SlideShareAcquisition
Activation
Retention
Referral
Revenue
Twitter
Sharing a
great idea
(Aha Moment)
*simplified
(Core Benefit)
11.
Analyze to Find Leverage in Model
(invites)
Unique growth
insights from
testing Card hops
Acquisition
Activation
Retention
ReferralSharing a
great idea
(Aha Moment)
InvitesSlideShare
Twitter
(North Star
Metric)
Revenue
(Core Benefit)