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Growth Hacking 101
- 1. Growth Hacking 101 scale your app from zero to hero
- 2. Lukas Masuch Google+: +LukasMasuch Twitter: @lukasmasuch Henning Muszynski Google+: +HenningBalboa Twitter: @henningmus Benjamin Räthlein Google+: +BenjaminRäthlein Twitter: @B3nRa About us
- 3. Facebook The Growth Hack everybody knows
- 8. Analytics Tools Google Analytics: “Arm your team with the marketing data & insights they need to make informed decisions” Crashlytics: Stay tuned about the crash behavior of your app. Google Play Dev Console: Get general metrics such as number of downloads and user rating
- 9. Product/Market Fit How Dropbox got 70k customers without a product 70000 users signed up for beta overnight and strong interest by investors
- 10. Landing Page Catch your audience Outperformed competitors with $4500 video. Todays valuation: $615 million
- 11. Landing Page – A/B Testing How Highrise doubled signups with a pretty face
- 12. Landing Page – A/B Testing Don’t be the John in your team
- 13. Landing Page – Tools Get your Landing Page up in minutes Launchrock: Click your landing page for free MailChimp: Collect, manage & send your mails LeadPages: Launchrock on steroids
- 14. Waiting List Mostexclusivewebsite.com – the title says it all Over 1 million users signed up resulting in 63.76 years were spent waiting
- 15. Waiting List Mostexclusivewebsite.com – the title says it all Over 1 million users signed up resulting in 63.76 years were spent waiting
- 16. Waiting List Standing in line for Mailbox 800k users in queue at once resulting in over 1 million sign-ups in 6 weeks
- 17. Invite system for 1 year, beta for > 3 years Invites were sold for up to $500 Invite System This has to be an April Fools Hoax
- 18. Invite System OnePlus and the circle of VIPs 25.6M visits in Dec. 2014 to check invite status and generated a total revenue of $300 million
- 19. Invite System Ello pokes the giant 35k invites / hour (28. Sept. 2014)
- 20. Waiting List & Invite System The Yin & Yang of Growth Hack Buzz, Beta Testing & Stability Combine with benefits for social media actions Exclusivity & Snowball Effect Combine & Conquer
- 21. Big Press Launch Boom goes the dynamite Press Release App. Buy PR. Get Press. Growth !? When should I launch my startup? My answer is almost always the same: don’t – Eric Ries (Lean Startup) Don’t combine product release with a marketing launch. Do a marketing launch later when you have good indicators and a clear strategy.
- 22. Launch Strategy Release silently, grow organically and collect feedback
- 23. Promote Promote Promote Spam Spam Spam your Target Group
- 24. Promote Promote Promote HackerNews Launch - Success Story Takeaways: If not successful -> post again, encourage participation, time your post (morning/breakfast time in SF), join conversation, ask for specific feedback
- 25. Social Media What fuels engagement
- 29. It’s a set of actions that separate customers who find value in your product from those who don’t. AHA Moment The one metric to rule them all
- 30. AHA Moment How long it needs to get hooked Study about how many episodes it takes to get you hooked on a TV show.
- 31. AHA Moment Twitters point of no return Once a user follows 30 people, they're more or less active forever – Josh Elman (Growth Manager @ Twitter) Figure out your AHA moment and focus your UX to encourage people to reach it
- 32. AHA Moment Facebooks magic number Get a user to reach 7 friends in 10 days after signing up – Chamath Palihapitiya (ex-Lead of Growth @ Facebook) This number was the single focus and allowed the team to drive towards a clear objective
- 33. AHA Moment Airbnb bookings depend on aesthetics The photos were really bad. No one was booking because you couldn't see what you were paying for. – Joe Gebbia (Co-Founder of Airbnb) Airbnb now offers its hosts free professional photography services from thousands of freelancers
- 34. Reddit was first populated with content submitted by fake users to not look like a ghost town. Fake It Till You Make It Faking demand does not only work the on stock market
- 36. User Activation Facebook Photo Tagging Facebook’s photo tagging feature turned out as an extremely effective viral growth and retention loop Retention: Notifying inactive users resulted in retention rate of 75% (visual and personal stimuli) Growth: Fueled user acquisition by notifying non-users about photo tagging
- 37. User Reactivation This email brings users back to your app
- 38. Referrals – PayPal One customer acts as sales person for bringing in other customers – Elon Musk (Co-founder of PayPal) Started a $10 Refer-A-Friend viral marketing campaign in the early 2000s 7-10% daily user growth resulting in about 1 million customers in one year
- 39. Referrals - Dropbox Increased signups from 100k to 4 million users (60%) in 15 months with about 2.8 million referral invites
- 40. Referrals - Airbnb Increased bookings by over 25%
- 41. Referrals – Airbnb Learnings A rebuilt referral system involved 3 months, 30k lines of code and extensive A/B testing. Focus: personalization, discoverability, localization
- 42. Referrals - Uber Personalization Social Sharing Progress
- 43. Leverage Friends – Facebook • Famous ambassadors • Seeing all your friends • Word-of-Mouth • Television Appearance QuizClash: Addictive social quiz makes it easy to play with your friends Facebook API is much more restrictive nowadays
- 44. Leverage Friends – Address Book Black-hat Growth Tactic: LinkedIn had to pay $13m for spamming mails to your contacts When LinkedIn introduced Address Book Import their invitations increased by 30% Sign-up and Friend Discovery via phone numbers is a proven concept
- 47. Polish your visuals: Video, Screenshots and App Icon Research your Keywords: Put them in the title and repeat them in the description 63% of Apps are discovered through app store searches„“ App Store Optimization SEO for your mobile app
- 48. App Store Optimization AdWords Keyword Planner is here to help
- 49. Social Contests Qwertee – the friendly shirt dealer Collected more than 200.000 likes on their page
- 50. Countdown The ever-effective trick from a psychologist‘s tool belt Groupon grew faster than Ebay, Amazon or Google
- 51. Call-to-Action with clear benefits Countdown The ever-effective trick from a psychologist‘s tool belt
- 52. Countdown for psychological pressure Countdown The ever-effective trick from a psychologist‘s tool belt
- 53. Online peer pressure Countdown The ever-effective trick from a psychologist‘s tool belt
- 54. Social components: Sharing and Buying for a friend Countdown The ever-effective trick from a psychologist‘s tool belt
- 55. Crossposting Or: How YouTube became the powerhouse it is today
- 56. Crossposting Or: How YouTube became the powerhouse it is today
- 57. Crossposting Or: How YouTube became the powerhouse it is today
- 58. Crossposting AirBnB helps itself using Craigslist
- 59. Crossposting Instagram made it easy to post to every platform
- 60. When posting shareable images add a watermark Investor suggested to put “PS: I love you. Get your free email at Hotmail” under every E-Mail • 3000 new signups every day • 1 million users after 6 months • 1.5 years later: 12 of 70 million internet users were registered Watermarking Hotmail loves you
- 61. There is no right, no wrong, just growth! Test and experiment as much as possible Learn from the best and apply it to your brand / product Define your metrics to get actionable insights Key Takeaways It’s all about the growth
- 62. Lukas Masuch Henning Muszynski Benjamin Räthlein