How to make Growth Driven Design work for HubsSpot customers no matter what company size. Presented by Tim Delhaes (InboundLabs) and Luke Summerfield (HubSpot).

1. MAKE
INBOUND
WORKA SIMPLE APROACH TO ENGINEERING GROWTH

2. OVERVIEW
• Habits of highly successful companies
• What it is GDD and how it works
• Three actions you can take today

3. FROM +50 CUSTOMERS
Ambitious. High cost of ownership. Harder to drive then you think.
How to win a race?

4. WE WANT TO HELP

5. HOW?
• Share.
• Collaborate.

6. PLAY BLINDFOLD

7. FIREMAN

8. FULL ATTACK

9. DATA PARALYSIS

10. LUCKY SHOT

11. DATA ADICT

12. THE AB GUY

13. THE HACKER

14. NO BUDGET

15. SIT AND WATCH

16. HABITS OF
SUCCESSFUL
COMPANIES

17. DEVELOP HABITS,
ENGINEER PROCESSES
AND PROMOTE A CULTURE
FOR GROWTH.

18. Aristotle,
384
BCE
–
322
BCE.

20. FROM A BUSINESS PERSPECTIVE
1. Build an investment hypothesis
2. Invest
3. Measure return
4. Learn & repeat

21. BECOME A
SMARTER INVESTOR

23. GROWTH DRIVEN DESIGN

24. Traditional Web DesignImpact
Time
1.5 - 2 Years
1.5 - 2 Years
H
H
1
2
3 Month
Redesign
Site
Launch new site
3 Month
Redesign
Launch new site
#GrowthDrivenDesign @SavvyLuke

25. Traditional Web Design vs. Growth-Driven DesignImpact
Time
1.5 - 2 Years
1.5 - 2 Years
H
H
1
2
3 Month
Redesign
Site
Launch new site
3 Month
Redesign
Launch new site
#GrowthDrivenDesign @SavvyLuke

26. Traditional Web Design vs. Growth-Driven DesignImpact
Time
1.5 - 2 Years
1.5 - 2 Years
H
H
1
2
3 Month
Redesign
Site
Launch new site
3 Month
Redesign
Launch new site
#GrowthDrivenDesign @SavvyLuke

27. #GrowthDrivenDesign @SavvyLuke
We already have a site launched
flickr.com/photos/nasamarshall/12678324214

28. #GrowthDrivenDesign @SavvyLuke flickr.com/photos/juhansonin/3703735824

29. #GrowthDrivenDesign @SavvyLuke flickr.com/photos/lash9420/7004634470

30. GDD WEBSITE HIERARCHY
WHAT IS IT?
A framework you can use as a path to build a
peak performing site.
#GrowthDrivenDesign @SavvyLuke
• Provide Focus
• Clear Expectations and Goals

31. GDD WEBSITE HIERARCHY
#GrowthDrivenDesign @SavvyLuke
Goal - Discover (and validate) what
“machine” to build.

32. Goal - Build a optimized and
predictable “machine”
GDD WEBSITE HIERARCHY
#GrowthDrivenDesign @SavvyLuke

33. Goal - Drive as many unique, qualified
people into the “machine” as possible.
GDD WEBSITE HIERARCHY
#GrowthDrivenDesign @SavvyLuke
(but this doesn’t end)
(this is key. take a note.)

34. Goal - Build a optimized and
predictable “machine”
GDD WEBSITE HIERARCHY
#GrowthDrivenDesign @SavvyLuke

35. GDD WEBSITE HIERARCHY
#GrowthDrivenDesign @SavvyLuke
VALUE:
• Usefulness - Utility
• Ease of Use - Usability
• Funnel Flow - CRO
• Stickiness - Return Visits
• Personalization - Tailor top 4 for each persona

36. GOAL METRIC TO MOVE
LEADING
INDICATORS
(EXAMPLES)
USEFULNESS
(utility)
Every part of the site solves some
user point of pain
NPS - “How useful is this ______?”
- % Users Returning
- Bounce Rate
- Engagement
EASE OF USE
(usability)
Users find exactly what they are
looking for and leave happy
Task Completion
- Bounce Rate
- Time on Page
- NPS
FUNNEL FLOW
(conversion rate optimization)
Reduce friction to
zero in conversion
funnels
End Goal Conversion Rate
- Conversion rates earlier in the
funnel
STICKINESS
(nurturing)
Users become addicted and come
back
% of users returning
in a defined period
- Subscribers
- Following social
- NPS
PERSONALIZATION
(top 4 by persona)
Completely customized user
experience
Revisit above four metrics for a specific persona
VALUE
#GrowthDrivenDesign @SavvyLuke

37. GOAL METRIC TO MOVE
LEADING
INDICATORS
(EXAMPLES)
USEFULNESS
(utility)
Every part of the site solves some
user point of pain
NPS - “How useful is this ______?”
- % Users Returning
- Bounce Rate
- Engagement
EASE OF USE
(usability)
Users find exactly what they are
looking for and leave happy
Task Completion
- Bounce Rate
- Time on Page
- NPS
FUNNEL FLOW
(conversion rate optimization)
Reduce friction to zero in conversion
funnels
End Goal Conversion Rate
- Conversion rates earlier in the
funnel
STICKINESS
(nurturing)
Users become addicted and come
back
% of users returning
in a defined period
- Subscribers
- Following social
- NPS
PERSONALIZATION
(top 4 by persona)
Completely customized user
experience
Revisit above four metrics for a specific persona
VALUE
#GrowthDrivenDesign @SavvyLuke

38. GOAL METRIC TO MOVE
LEADING
INDICATORS
(EXAMPLES)
USEFULNESS
(utility)
Every part of the site solves some
user point of pain
NPS - “How useful is this ______?”
- % Users Returning
- Bounce Rate
- Engagement
EASE OF USE
(usability)
Users find exactly what they are
looking for and leave happy
Task Completion
- Bounce Rate
- Time on Page
- NPS
FUNNEL FLOW
(conversion rate optimization)
Reduce friction to zero in conversion
funnels
End Goal Conversion Rate
- Conversion rates earlier in the
funnel
STICKINESS
(nurturing)
Users become addicted and come
back
% of users returning
in a defined period
- Subscribers
- Following social
- NPS
PERSONALIZATION
(top 4 by persona)
Completely customized user
experience
Revisit above four metrics for a specific persona
VALUE
#GrowthDrivenDesign @SavvyLuke

39. GOAL METRIC TO MOVE
LEADING
INDICATORS
(EXAMPLES)
USEFULNESS
(utility)
Every part of the site solves some
user point of pain
NPS - “How useful is this ______?”
- % Users Returning
- Bounce Rate
- Engagement
EASE OF USE
(usability)
Users find exactly what they are
looking for and leave happy
Task Completion
- Bounce Rate
- Time on Page
- NPS
FUNNEL FLOW
(conversion rate optimization)
Reduce friction to zero in conversion
funnels
End Goal Conversion Rate
- Conversion rates earlier in the
funnel
STICKINESS
(nurturing)
Users become addicted and come
back
% of users returning
in a defined period
- Subscribers
- Following social
- NPS
PERSONALIZATION
(top 4 by persona)
Completely customized user
experience
Revisit above four metrics for a specific persona
VALUE
#GrowthDrivenDesign @SavvyLuke

40. #GrowthDrivenDesign @SavvyLuke
THE PROCESS.

41. Transfer
Learn
Develop
#GrowthDrivenDesign @SavvyLuke
Growth-Driven Design
Plan

42. Growth-Driven Design
GDD Website
Hierarchy
Metric to Move
#GrowthDrivenDesign @SavvyLuke

43. Task Completion
Homepage -> Product

44. Growth-Driven Design
GDD Website
Hierarchy
Metric to Move
Research
#GrowthDrivenDesign @SavvyLuke

47. #GrowthDrivenDesign @SavvyLuke
ACTION ITEM 2
ACTION ITEM 3
ACTION ITEM 4
ACTION ITEM 5
…
ACTION ITEM 1
Growth-Driven Design
GDD Website
Hierarchy
Metric to Move
Research
Brainstorm

48. #GrowthDrivenDesign @SavvyLuke
ACTION ITEM 2
ACTION ITEM 3
ACTION ITEM 4
ACTION ITEM 5
…
ACTION ITEM 1
Growth-Driven Design
HIGH IMPACT
MEDIUM IMPACT
LOW IMPACT

49. For [Marketing Mary] visiting the [Pricing Page], we believe changing
[Enterprise Pricing] into a [“Request a Quote”] will
[boost MQL conversion from this page by 10%]
Expected Impact + Effort Required + Experiment Design
HIGH IMPACT - ACTION ITEM 1
We believe this to be true because [research or previously validated assumption]
Hypothesis Statement

50. Develop
#GrowthDrivenDesign @SavvyLuke
Growth-Driven Design
ACTION ITEM 2
ACTION ITEM 1
HIGH IMPACT
Plan

52. Transfer
Learn
Develop
#GrowthDrivenDesign @SavvyLuke
Growth-Driven Design
ACTION ITEM 2
ACTION ITEM 1
HIGH IMPACT
Plan
GDD Website
Hierarchy
Metric to Move
(and/or leading indicators)

53. 22% CTR Increase HubSpot.com to Product Pages
4,600 -> 5,600
40,000 Session Sample Size

55. Transfer
Learn
Develop
#GrowthDrivenDesign @SavvyLuke
Growth-Driven Design
ACTION ITEM 2
ACTION ITEM 1
HIGH IMPACT
Plan
GDD Website
Hierarchy
Metric to Move
(and/or leading indicators)

56. Appendix

57. @GDrivenDesign @SavvyLuke
Growth-Driven Design Evangelist
#GrowthDrivenDesign

58. #GrowthDrivenDesign @SavvyLuke
ACTION ITEM 2
ACTION ITEM 3
ACTION ITEM 4
ACTION ITEM 5
…
ACTION ITEM 1
Growth-Driven Design
GDD Website
Hierarchy
Metric to Move
Research
Brainstorm
EXAMPLE
Ease of Use
- MTM=Task Completion
- Live Chat popup
- Explainer video
- Abandonment single ? Survey
- Contact those who abandon

59. WHERE
AND HOW TO START

60. MAKE BETTER
INVESTMENTS

61. BUILD
GREAT HYPOTHESIS
FOCUS YOUR RESOURCES
AND MEASURE

62. GREAT HYPOTHESIS
Experience
Best practices
Data based
Guess

63. FOCUS EFFORT
Required resources
Expected Effort
Expected Impact

64. MEASURE
Its not about amount “data”
Its about
– Covering all angles
– Compare and detect trends
– Interpret user behavior

65. YOU NEED ABILITY TO MEASURE IN ORDER TO:
BUILD BETTER HYPOTHESIS
FOCUS EFFORT
VERIFY IMPACT

66. THE
DATA CHALLENGE

67. INCOMPLETE
How many visitors?
(Home, Blog, LPs,…)
What are your Visitors doing?
(Heatmaps, Visitor Playback, Funnels,…)
Why they do it
(Feedback Polls, Surveys, Recruit,…).

68. TOOLS
How
many
visitors
Who
are
the
visitors
What
are
visitors
doing
Why
they
do
it
User
behavior
Business
Metrics
Google
Analy9cs
Extensive
Extensive
Visits
/
Ac9ons
None
None
Conversions
only
Hubspot
Analy9cs
Simplified
Limited
Limited
None
Marke9ng
centric
Comprehensive
HotJar
Analy9cs
Limited
Limited
Heatmaps,
recording
Surveys,
tes9ng
Limited
None
Kissmetric
/MixPanel
Limited
Limited
Limited
Limited
Comprehensive
Limited

69. TO MUCH DATA
Installing tracking codes is not enough
Configure goals, funnels, …

70. NOT FOCUSED ON ACTION

71. ADDITIONAL TOOLS
Chat (intercom.io, livechat)
Inbound call tracking

72. SUMMARY
1. Take better, data driven decisions
2. Focus your resources on the best Hypothesis
3. Measure the impact.
4. Repeat, repeat, repeat. And learn.

73. Ac9vity
Just
like
in
always
SALES
your
success
is
driven
by
Process
Skills

74. NEXT STEPS
1. Finish setup
2. Schedule 2 x 60min meetings
3. Repeat 3 times