This document contains the presentation slides from Tiffany Dasilva's talk on growth hacking through the eyes of an online marketer. Some of the key topics covered include using analytics to understand user behavior and measure goals, developing an understanding of user personas to inform design decisions, and tips for conversion rate optimization like prioritizing usability, testing hypotheses through failure, and continuously learning. The presentation provides insights and strategies for optimizing online marketing efforts and driving growth through data-informed tactics.

1. DO YOU NEED A
BETTER CONVERSION
RATE?
TIFFANY DASILVA – Growth Hacking TO
@BELLASTONE

2. ACHIEVERS
Achievers is..
• Sequoia-backed, Liberty Village SaaS
company that helps increase employee
engagement through recognition.
• The place that hosts the meetup group
Achievers tech – monthly tech talks
where we share some of the hot topics
that affect us day to day!
• …And we’re an awesome place to work!
@BELLASTONE

3. WHO ARE YOU?
• Sr. Online Marketing Manager, Achievers
• Loves:
• SEO
• Hecklers
• Videogames
• Dislikes:
• People who can’t handle failure
(Seriously.. Get out.)
• My 2 Disclaimers
• Public Speaking & BRF
TIFFANY DASILVA
@BELLASTONE
@BELLASTONE

4. GROWTH HACKING
THROUGH THE EYES OF AN ONLINE MARKETER
DATA
GROWTH
HACKING
UX
CREATIVE
TESTING
CONVERSION
RATE
OPTIMIZATION
@BELLASTONE

5. MY 1ST GROWTH HACK
SHAVEDSTAR.TRIPOD.COM
DATA
GROWTH
HACKING
UX
CREATIVE
TESTING
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6. WHAT YOU WILL SEE…
ANALYTICS
GOOGLE ANALYTICS
SCENT
LANDING PAGE DIVE
PERSONAS
& DECISION MAKING
+
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7. ANALYTICS
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8. WEB ANALYTICS 2.0
AVINASH KAUSHIK – kaushik.net
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9. QUESTION #1
WHEN YOU OPEN ANALYTICS WHAT DO YOU LOOK AT?
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10. ANALYTICS
ACQUISITION
CAMPAIGNS
ENGAGEMENT
GOALS
• Traffic Sources
• Location/Language
• Browsers & Devices
• Similarities & Differences
• New vs. Returning
• Frequency & Recency
• Visit Duration
• Page Depth
• Traffic sources >
Sources > Campaigns
• Great for external
campaigns ie: Display
Ads, Emails, Offline,
Guest Blogging etc.
• Macro vs. Micro
@BELLASTONE

11. QUESTION #1
WHEN YOU OPEN ANALYTICS WHAT DO YOU LOOK AT?
@BELLASTONE

12. WHAT’S NEXT?
ACTION DASHBOARD
ACTION STATUS FOCUS HYPOTHESIS IMPACT
Reduction of
moz.com crawl
errors by 50%
Completed Acquisition Organic traffic will
increase at least 30%
in 2 months
Traffic has
improved 45%!
Create goal
values in Google
Analytics
NEW Goals Find at least 3
second level
navigation pages
that can be
improved/removed.
Task Completion
test for 2% of
users who exit
site
In Progress Goals Use customer data
to create a list of 4
CRO improvements
@BELLASTONE

13. QUESTION #2
HOW MANY PEOPLE HAVE GOALS SET UP IN GOOGLE ANALYTICS?
WHAT ARE THEY?
@BELLASTONE

14. GOAL SETTING
VIA AVINASH KAUSHIK – kaushik.net
@BELLASTONE

15. GOAL SETTING
TAKING IT ONE STEP FURTHER…
GOAL TYPE GV
Request a Demo MACRO $15
Sign up for
Newsletter
MICRO $3
Engaged:
>3 pages AND > 3 minutes
MICRO $2
Whitepaper
Download
MICRO $5
Webinar MICRO $10
Home Products
Latest
Webinar
TY
Webinar
– Goal
($10)
EXAMPLE: WEBINAR
WHY DOES THIS MATTER?
• Measuring Influence
• Helps you prioritize.
@BELLASTONE

16. SCENT
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17. PHOTO
(329W X 357H)
SCENTWHO ARE YOUR USERS? HOW DO THEY ACT/REACT?
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18. “SCENT”
WHO ARE YOUR USERS? HOW DO THEY ACT/REACT?
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19. “SEXY WITCH”
EXAMPLE OF SCENT
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20. “THE SEXY WITCH”
EXAMPLE OF SCENT
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21. “THE SEXY WITCH”
EXAMPLE OF SCENT
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22. “THE SEXY WITCH”
EXAMPLE OF SCENT
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23. “THE SEXY WITCH”
EXAMPLE OF SCENT
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24. #1 TIP OF THE DAY?
GET YOUR SH#$ TOGETHER! (SCENT-WISE)
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25. PERSONAS
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26. QUESTION #4
WHAT WAS THE LAST BIG ITEM YOU PURCHASED?
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27. HOW DO YOU MAKE DECISIONS?
@BELLASTONE

28. COMPETITIVE
PHOTO
(329W X 357H)
• Attitude: businesslike, power oriented
• Use of time: fast paced & disciplined
• Requirements: qualifications & value
• Weakness: documented evidence, results
• How to present: What can you do for them?
• Problem solving: support their ideas and conclusions
• Facilitate decisions: provide opinions, probabilities &
challenges.
GOMEZ ADDAMS
DAD
@BELLASTONE

29. SPONTANEOUS
PHOTO
(329W X 357H)
FESTER ADDAMS
UNCLE
• Attitude: personal & activity oriented
• Use of time: fast paced & undisciplined
• Requirements: evidence that you are
trustworthy & friendly
• Weakness: show personal attention &
interest
• How to present: why you are the best
solution
• Problem solving: support their feelings,
interests & excitement
• Facilitate decisions: provide guarantees &
opinions.. Not options!
@BELLASTONE

30. HUMANISTIC
PHOTO
(329W X 357H)
• Attitude: personal & relationship oriented
• Use of time: slow paced & undisciplined
• Requirements: who you are, what you think
and who you know
• Weakness: give recognition & approval
• How to present: who have you provided
solutions to?
• Problem solving: support their ideas,
intuitions, your relationship
• Facilitate decisions: offer testimony &
incentives
WEDNESDAY ADDAMS
DAUGHTER
@BELLASTONE

31. METHODICAL
PHOTO
(329W X 357H)
• Attitude: businesslike, detail oriented
• Use of time: slow paced & disciplined
• Requirements: evidence of experience &
knowledge
• Weakness: documented evidence &
preperation
• How to present: How do you provide a
solution?
• Problem solving: support their principles &
rational approach
• Facilitate decisions: provide evidence &
service
LURCH
BUTLER
@BELLASTONE

32. PERSONA EXERCISE
PERSONA QUESTION MAPPING
PERSONA QUESTION FORMAT OF QUESTION
What experience do you
have?
- We’ve worked with 20
Fortune 50 companies
- We’ve been in business
for 10 years
- About us
- Testimonials / company logos
Why are you the best
solution?
- Google endorses us
- We have a 30 day money
back guarantee
- Google endorsement badge on front
page
- 30 day money back guarantee on
every page
@BELLASTONE

33. TOP 5 CRO TIPS
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34. 5. PRIORITIZE
• Does the website work?
• Can everyone access it?
• Is it user friendly?
• Does it feel natural or does it make me think?
• Do people really want what I’m selling?
CRO HIERARCHYPersuasive
Intuitive
Usable
Accessible
Functional
@BELLASTONE

35. 4. MAKE PERSONAS REAL!
PHOTO
(329W X 357H)
• Born in Nashville Tennessee
• Southern Bapist
• Age: 20 Years old
• Loves: acting, singing, tattoos and twerking
• Dislikes: authority & spiders
• Persona: Spontaneous
MANDY CYRIUS
WIDGET BUYER
@BELLASTONE

36. 4.5 MEET TONY DARRELL
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37. 3. CUSTOMERS > HIPPO! (4Q)
PHOTO
(329W X 357H)
WHERE DO YOU START?
TASK COMPLETION TEST – 4Q
http://www.4q.iperceptions.com/
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38. REPEAT.ANALYZE TESTHYPOTHESIS
2. FAIL.. OVER & OVER & OVER &
OVER & OVER & OVER AGAIN
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39. LOGO LOGO
LOGOLOGOLOGO
1. KEEP LEARNING!
BOOKS, WEBSITES & MORE!
@BELLASTONE

40. THANK YOU.ANY QUESTIONS?
@BELLASTONE
TIFFANYDASILVA.COM