Growth Hacking Asia @ Echelon Asia Summit 2015
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Growth Hacking Asia's presentation at Echelon Asia Summit 2015: Growth Hacking Your Way To Traction
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Growth Hacking Asia @ Echelon Asia Summit 2015
- 1. Growth Hacking Your Way To Traction @ Echelon Asia Summit 2015
- 3. 3 MAGIC?
- 4. 4
- 5. NOPE!
- 6. So what is growth hacking?
- 7. Map out and optimize the user lifecycle for your product
- 9. When to growth hack?
- 10. Product/Market Fit Transition to Growth Growth
- 12. What is product/market fit?
- 13. How would you feel if you could no longer use my product? XX
- 14. 14 User Acquisition Can you hear me now?
- 15. USER ACQUISITION STRATEGIES 1. Communities 2. Partnerships/Swaps & Integrations 3. Landing Pages 4. Content Marketing 5. Forums, blogs, online communities, etc. 6. Paid Ads 7. Affiliate Programs
- 18. 18
- 19. 19
- 20. 20
- 25. 25 Signups with promo code for free office space (that they found online!)
- 26. Landing Pages
- 27. SourceL http://blog.hubspot.com/blog/tabid/6307/bid/33756/Why-You-Yes-You-Need-to-Create-More-Landing-Pages.aspx Companies with 10+ landing pages get 55% more signups
- 29. 29 Each page should be 90% unique: • Different offers • Different customer segments • Different unique selling points
- 31. STRATEGY: Content rich personal finance blog for young professionals RESULTS: • Blog became #1 in personal finance. By the time of launch, Mint had more traffic than all other personal finance sites combined • 20K+ email addresses collected within 9 months Content Marketing – Mint.com
- 32. Content Marketing – Mint.comUser Generated Guest Posts Blogger Interviews Email Signup after each post
- 39. Forums, blogs, online communities, etc.
- 41. Approx. 500 views 48.5% conversion from Quora to page views 50 conversions 20% conversion from page view to signup Cost: $0; 30 minutes of searching and writing
- 42. Paid Ads
- 49. Don’t forget to track it all!
- 50. UTM trackers
- 51. Multi channel funnel & assisted conversions
- 52. Only focus on channels where CAC < LTV
- 54. “Activation is the act of getting them (= users) to take an action in your product that you are guiding them toward.” (Neil Patel)
- 55. Where do users drop off?
- 56. How do users navigate?
- 57. How to Improve Activation? A/B Testing
- 60. The long form design saw a 37.5% increase in account signups!
- 66. The combination saw a 22.72% decrease in account signups!
- 70. Conversion Rate Optimization – Customer Flow Step 1: Look at your Data (The HOW) (Bingo Card Creator)
- 71. CUSTOMER RETENTION STRATEGIES 1. Email Marketing 2. Community 3. Push Notifications 4. Peer Pokes 5. Gamification 6. Onboarding optimization
- 73. Activation Email
- 74. Email Marketing – Lifecycle EmailsGetting Started Email
- 75. Nudge Email
- 76. Free Trial Ending Email
- 77. Free Trial Ending Email
- 81. Community
- 86. “Peer Pokes” Users retain their friends
- 87. Peer Pokes
- 88. Gamification
- 92. Cohort Analysis to track retention over time
- 93. Cohort Analysis to track retention over time
- 94. Goal = Increase Retention Increase CLV
- 97. Bulk Email Direct URL Facebook Email Twitter Get Creative Sharing options
- 98. EXAMPLE: 1250 users sent in total 2000 invites invitation rate is (2000/1250) = 1.6 Out of 2000 invitees, 580 users signed up acceptance rate is (580/2000) = 0.29 Viral Coefficient = 1.6 * 0.29 = 0.464 Anything <1 not sufficient! Determine your Viral Coefficient #invites #inviters #invitee signups #invites
- 99. Revenue
- 104. Don’t forget to track it all!
- 105. Visit Us: http://growthhackingasia.com Say Hello: anna@growthhackingasia.com
Editor's Notes
- Each step of the Lean marketing funnel corresponds to a user state
- Each step of the Lean marketing funnel corresponds to a user state
- e.g. get someone to email out their list about you, you do the same for them On thank you page, send traffic to them, get extra month free when they sign up for X
- Auto-favorites your targeted audience until they follow you back 4. Funnelfeed Craigslist Promo Hack – Funnelfeed used Craigslist to promote their service. But to get the signups they needed, they baited startups with a huge promo code they found for free office space. It’s perfect because it cost them nothing and it’s something their potential users actually want. Besides, the goodwill they’ll get from saving startups money is huge for their retention.
- Our app didn’t have a high viral coefficient but we had content that was. Our infographics and popular articles became regular hits on Digg, Reddit, etc.”
- Trainwreck Tuesday: Featuring disasters in personal finance, readers were encouraged to submit their own What’s in your Wallet: interviews with people, e.g. what card do you use Q&As: Q&A sessions with personal finance bloggers Guest posts: personal finance bloggers wrote free posts to be published on the Mint blog for a backlink Infographics
- CPC
- 1.8 – 2.4 cents per word
- Approx 500 views on my answer in Quora 242 views on Homepage (Organimi.com and not the landing page for the signup)48.5% conversion from Quora to page views. And 50 conversions.That’s a 20% conversion from page view to signup.Cost: $0 and 30 minutes of searching and writing.
- Each step of the Lean marketing funnel corresponds to a user state
- Each step of the Lean marketing funnel corresponds to a user state
- Person design was short and only little information
- \
- A drip campaign is when you send people prewritten emails at preselected intervals. A new member might get an email on day 1, day 3, day 7, day 14, and day 21. You can use a drip campaign to introduce them to your product, share testimonials, give them case studies or other inspirational reasons to use your product, and many other things. A drip campaign burns your product into people’s minds when they are most impressionable, right after they’ve signed up. Every email sent is a chance to bring them back into your product and retain them. Fools ignore drip campaigns.
- Inbound marketing tools, marketing software
- There are a variety of ways in which the countdown dynamic can be used. These include a timed limit in which to accomplish something or complete a task, or a timed block that prevents you from continuing. This dynamic creates a sense of urgency and/or scarcity of resource, and can be very effective in encouraging regular engagement. When Mailbox first launched on the iPhone, users were placed in a queue, supposedly so that the developers could scale the service according to demand. While waiting for access, users where shown how many people were ahead of them, and behind them. This approach implied scarcity, but also doubled as a leaderboard and progress indicator. Even if there were 50,000 people ahead of you, you yourself were ahead of 100,000 other users. A standard approach to the countdown dynamic is found in most games, includingCandy Crush Saga, where you are presented with a countdown to your next life. Where Candy Crush Saga differs is that you are also presented with the option to buy additional lives, or to ask friends via Facebook (social engagement that promotes discoverability).
- Both sides incentivized
- Each step of the Lean marketing funnel corresponds to a user state