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Growth Hacking
David Arnoux
@darnocks @twoodo
The mindset. The framework. The tools. Some hacks.
David vs. Goliath
vs.
63.6% victory!
Over the past 200 years, when small armies used unconventional
methods they won almost 2/3rds of the time
Vietnam War
vs.
Airbnb
Airbnb
Dropbox
2.8million invites sent in April 2010! 100k to 4mio users from 2008 to 2010!
Why Growth “Hacking”?
• Startups tend to have limited resources so they need to be
creative to grow, acquire new users and retain them
• Traditional marketing channels are expensive and
saturated
• Most startups focus heavily on product but another real
challenge is with distribution (Dave McClure)
• Growth Hackers don’t really care about “brand awareness”
they care about ROI - finding out “what works”
What is Growth Hacking?
Growth “Hacking”
CREATIVE
MARKETING
SOFTWARE
ENGINEERING
& AUTOMATION
GH
DATA ANALYTICS
& TESTING
What is Growth Hacking?
CREATIVE
MARKETING
David VS. Goliath
YOU’RE David
Know your customers by heart
Measure (almost) everything
Test by hand
then automate and code
SOFTWARE
ENGINEERING
& AUTOMATION
GH
DATA ANALYTICS
& TESTING
Growth Hacker vs. Digital Marketer
ACQUISITION
Digital Marketer
Sales/Product funnel
Growth “Hacker”
ACTIVATION
RETENTION
REVENUE
REFERRAL
Getting people to visit your website
Users get a great first time experience
Making sure users come back
How do we sell the product?
Users invite others
A growth hacker’s
due north is “Growth”
User Acquisition
What is Growth Hacking?
CREATIVE
MARKETING
David VS. Goliath
YOU’RE David
Know your customers by heart
Measure (almost) everything
Test by hand
then automate and code
SOFTWARE
ENGINEERING
& AUTOMATION
GH
DATA ANALYTICS
& TESTING
Growth is repeatable. With the right framework you can replicate the growth patterns of highly
successful companies.
User Acquisition
1.
ACQUISITION
CUSTOMER INTENT
FULFILMENT OF CUSTOMER INTENT
ACTIVATION
RETENTION
REVENUE
REFERRAL
Getting people to visit your website
Users get a great first time experience
Making sure users come back
How do we sell the product?
Users invite others
User Acquisition Channels
User Acquisition
(top line growth)
Product-Market Fit
2.
- Is it really time to scale?
- Have we reached
product/market fit?
- How the h*$! do I answer
these questions?
#question
“How would you feel if you could no
longer use my product?”
#todo
Vitamins vs. Painkillers
“Somewhat disappointed” “Very disappointed”
What is the
core user perceived value
of the very disappointed?
#todo
You don’t need 100000’s of
users.
You need 10+ that love it..
Ask these questions...
What motivated you to sign up?
What do you love about our product?
How would you describe our product in 1 sentence?
What is the most important value we bring you?
What industry do you work in and what is your role?
Where do you hang out online?
Where did you hear about us?
How could we improve the tool?
#todo
Talk to your users!
#tool
Pinpoint the
core user perceived value
Keep, store, analyze
all conversations
First User Experience
3.
Show the core value in the
first 5 seconds of a visit
“There can be as much value in the blink of
an eye as in months of rational analysis.”
Test your
value proposition
again and again
#todo
and again
Growth Hacking Guide - Mindset, Framework and Tools
Growth Hacking Guide - Mindset, Framework and Tools
Growth Hacking Guide - Mindset, Framework and Tools
Test that it works with
5-second tests.
#tool
usabilityhub.com
Growth Hacking Guide - Mindset, Framework and Tools
Show core perceived value in
First User Experience
#todo
= User Onboarding
Define steps of the ideal
First User Experience
#todo
User Onboarding
Landing page
Sign up
Download the app
Welcome
Getting started
Mobile app? Check out uxarchive.com
Best examples of user onboarding ever?
Measure, Test, Iterate!
drop!
MEASURE/TRACK
your website performance
HARD DATA
WHAT’s happening
on my website?
Your best friends
#tools
What to measure?
Read:
http://blog.twoodo.com/288/best-intro-guide-to-saas-
startup-metrics/
#todo
ACQUISITION
CUSTOMER INTENT
FULFILMENT OF CUSTOMER INTENT
ACTIVATION
RETENTION
REVENUE
REFERRAL
Getting people to visit your website
Users get a great first time experience
Making sure users come back
How do we sell the product?
Users invite others
+ UTM trackers
PIRATE METRICS!
UTM Trackers
google URL builder
http://blog.hubspot.com/9-reasons-you-cant-resist-list?utm_campaign=blogpost
&utm_medium=social&utm_source=facebook
#todo
Which acquisition channels are working for us?
How are they working down the funnel?
Keep track of your UTM rules
ACQUISITION
CUSTOMER INTENT
FULFILMENT OF CUSTOMER INTENT
ACTIVATION
RETENTION
REVENUE
REFERRAL
Getting people to visit your website
Users get a great first time experience
Making sure users come back
How do we sell the product?
Users invite others
Event based tracking tools
+ ”home made tools”
What metrics
should we be measuring?
#question
Who is our customer?
What do they want to
achieve with our product?
How does this translate into
website events?
#question
Step 1: Define key business objective
Shoe shop
= Sell shoes
Step 1: Define key business objective
Airbnb
= Rent out “spaces”
Step 2: Define KPIs
Shoe shop
= # of shoes sold
Step 2: Define KPIs
Airbnb
1. # of spaces rented
2. # of spaces put up for rent
Step 3: Define the conversion funnel
Shoe shop
Home page > product page
> checkout > sign up > pay
Step 3: Define the conversion funnel
Airbnb
1. Host:  Visited a page > Clicked on “list my
space” > clicked “continue” > clicked
“validate”
2. Guest: Visited a page > clicked on a place
to rent > clicked book > clicked on “make
payment”
Step 4: Define your segmentation criteria
Traffic source
Location
New vs. Returning
Man vs. Woman
Mobile vs. Webapp
Step5: Define your objectives
= sell 200 pairs
+ 20% monthly increase
Know where you’re losing visitors
(and money)
Visited Signed up Activated Referred
Know if users are retained
Why?
is this happening?
#question
SOFT DATA
WHY is this happening?
Why do problems occur?
= hypothesis on
how to solve
Talk to your users!
#tool
Set up “exit surveys”
#tool
Usability testing
Usability’s holy grail
See a drop > jump to inspectlet > hypothesis
drop!
hypothesis 50 videos at 5x speed
What to do with all these
hypothesis?
Data & Testing
(conversion rate optimization)
4.
AB test your sign up forms!
(source: contentverve.com)
12% conversion
AB test your Value Proposition
AB test your Value Proposition
26% conversion
A/B test your copywriting
+60%
A/B test imagery and colors
(source: contentverve.com)
A/B test testimonials
(source: conversionxl.com)
A/B test referral pages
+200%
A/B test payment pages
+16% sales
A/B Test Usability
OMG so much to test!!
Buy Now? Purchase? Checkout? Add to Cart? Change the call-to-action (CTA) text on your buttons to see which word or phrase converts more visitors.
1. Try varying the location of your CTA button, making some CTAs more prominent than others.
2. Test multiple CTAs per page against one CTA per page.
3. Try using hyperlinks instead of buttons to find out which display your users prefer.
4. Find out if CTAs with text, icons, or text + icons convert more users on your site.
5. Try stripping the content off of your entire page. Replace it with a “Click Here for Free Beer!” button.
6. Test different CTA hover states to make it more obvious that buttons are clickable and create a feel of interactivity on the page.
7. Test different colors, shapes, and sizes for CTA buttons on your website.
8. Test gated content against non-gated content. Find out if your users are willing to sign-up or provide more information to access materials on your site.
9. Do site visitors crave more information about your company before signing up or making a purchase? Test adding or removing “About” content on your homepage.
10. Test gated content against non-gated content. Find out if your users are willing to sign-up or provide more information to access materials on your site.
11. Do site visitors crave more information about your company before signing up or making a purchase? Test adding or removing “About” content on your homepage.
12. TL;DR. Find out if your site visitors prefer shorter versions of headlines, taglines, product descriptions, and other content on your site.
13. Test different headline text. Try variations that are straightforward against ones that are abstract, goofy, or creative.
14. Test paragraphs versus bulleted lists.
15. Test how you frame your copy. Users may have different reactions to positive versus negative messaging.
16. Test different types images on your landing page. People versus product is a good place to start.
17. Iterate from there. If your users prefer an image of people, test gender, age, number of people in the image, etc
18. And iterate some more! How about trying a static image vs. a product video vs. a 360* product image.
19. See how a stock image stacks up up against an image of your employees or customers in action.
20. Test auto-play versus click-to-play videos.
21. See how your product videos perform against this video of a sloth hugging a cat.
Iz overwhelmed.
Identify your
most important pages
Top landing pages
Top exit pages
Highest traffic pages
Most expensive pages
P.I.E.S
Potential 1 - 10
Importance 1 - 10
Ease 1 - 10
= Sum 3 - 30
A/B Testing ideas
Test the concept
before you test the design!
“How we increased our retention rates by
270% in 6 weeks”
“We grew our home page conversion rate by
133%”
Growth Hacker tools
These have saved me from
learning to code :D
Be careful
• There is no point in scaling if you have not reached
product/market fit (Sean Ellis recommends 40% of users
should be “very disappointed to lose your tool)
• Some growth hacks are NOT sustainable so only apply to
very early stages
• The term “Growth Hacking” is used for everything and
anything nowadays
• It doesn’t really matter what you call it as long as it
brings growth!
Thanks!
Q? / A!
David Arnoux
@darnocks @twoodo

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Growth Hacking Guide - Mindset, Framework and Tools

  • 1. Growth Hacking David Arnoux @darnocks @twoodo The mindset. The framework. The tools. Some hacks.
  • 2. David vs. Goliath vs. 63.6% victory! Over the past 200 years, when small armies used unconventional methods they won almost 2/3rds of the time
  • 6. Dropbox 2.8million invites sent in April 2010! 100k to 4mio users from 2008 to 2010!
  • 7. Why Growth “Hacking”? • Startups tend to have limited resources so they need to be creative to grow, acquire new users and retain them • Traditional marketing channels are expensive and saturated • Most startups focus heavily on product but another real challenge is with distribution (Dave McClure) • Growth Hackers don’t really care about “brand awareness” they care about ROI - finding out “what works”
  • 8. What is Growth Hacking? Growth “Hacking” CREATIVE MARKETING SOFTWARE ENGINEERING & AUTOMATION GH DATA ANALYTICS & TESTING
  • 9. What is Growth Hacking? CREATIVE MARKETING David VS. Goliath YOU’RE David Know your customers by heart Measure (almost) everything Test by hand then automate and code SOFTWARE ENGINEERING & AUTOMATION GH DATA ANALYTICS & TESTING
  • 10. Growth Hacker vs. Digital Marketer ACQUISITION Digital Marketer Sales/Product funnel Growth “Hacker” ACTIVATION RETENTION REVENUE REFERRAL Getting people to visit your website Users get a great first time experience Making sure users come back How do we sell the product? Users invite others A growth hacker’s due north is “Growth”
  • 12. What is Growth Hacking? CREATIVE MARKETING David VS. Goliath YOU’RE David Know your customers by heart Measure (almost) everything Test by hand then automate and code SOFTWARE ENGINEERING & AUTOMATION GH DATA ANALYTICS & TESTING Growth is repeatable. With the right framework you can replicate the growth patterns of highly successful companies.
  • 14. ACQUISITION CUSTOMER INTENT FULFILMENT OF CUSTOMER INTENT ACTIVATION RETENTION REVENUE REFERRAL Getting people to visit your website Users get a great first time experience Making sure users come back How do we sell the product? Users invite others
  • 18. - Is it really time to scale? - Have we reached product/market fit? - How the h*$! do I answer these questions? #question
  • 19. “How would you feel if you could no longer use my product?” #todo
  • 20. Vitamins vs. Painkillers “Somewhat disappointed” “Very disappointed”
  • 21. What is the core user perceived value of the very disappointed? #todo
  • 22. You don’t need 100000’s of users. You need 10+ that love it..
  • 23. Ask these questions... What motivated you to sign up? What do you love about our product? How would you describe our product in 1 sentence? What is the most important value we bring you? What industry do you work in and what is your role? Where do you hang out online? Where did you hear about us? How could we improve the tool? #todo
  • 24. Talk to your users! #tool
  • 25. Pinpoint the core user perceived value Keep, store, analyze all conversations
  • 27. Show the core value in the first 5 seconds of a visit “There can be as much value in the blink of an eye as in months of rational analysis.”
  • 28. Test your value proposition again and again #todo and again
  • 32. Test that it works with 5-second tests. #tool usabilityhub.com
  • 34. Show core perceived value in First User Experience #todo = User Onboarding
  • 35. Define steps of the ideal First User Experience #todo
  • 42. Mobile app? Check out uxarchive.com
  • 43. Best examples of user onboarding ever?
  • 50. ACQUISITION CUSTOMER INTENT FULFILMENT OF CUSTOMER INTENT ACTIVATION RETENTION REVENUE REFERRAL Getting people to visit your website Users get a great first time experience Making sure users come back How do we sell the product? Users invite others + UTM trackers PIRATE METRICS!
  • 51. UTM Trackers google URL builder http://blog.hubspot.com/9-reasons-you-cant-resist-list?utm_campaign=blogpost &utm_medium=social&utm_source=facebook #todo
  • 52. Which acquisition channels are working for us?
  • 53. How are they working down the funnel?
  • 54. Keep track of your UTM rules
  • 55. ACQUISITION CUSTOMER INTENT FULFILMENT OF CUSTOMER INTENT ACTIVATION RETENTION REVENUE REFERRAL Getting people to visit your website Users get a great first time experience Making sure users come back How do we sell the product? Users invite others Event based tracking tools + ”home made tools”
  • 56. What metrics should we be measuring? #question
  • 57. Who is our customer? What do they want to achieve with our product? How does this translate into website events? #question
  • 58. Step 1: Define key business objective Shoe shop = Sell shoes
  • 59. Step 1: Define key business objective Airbnb = Rent out “spaces”
  • 60. Step 2: Define KPIs Shoe shop = # of shoes sold
  • 61. Step 2: Define KPIs Airbnb 1. # of spaces rented 2. # of spaces put up for rent
  • 62. Step 3: Define the conversion funnel Shoe shop Home page > product page > checkout > sign up > pay
  • 63. Step 3: Define the conversion funnel Airbnb 1. Host:  Visited a page > Clicked on “list my space” > clicked “continue” > clicked “validate” 2. Guest: Visited a page > clicked on a place to rent > clicked book > clicked on “make payment”
  • 64. Step 4: Define your segmentation criteria Traffic source Location New vs. Returning Man vs. Woman Mobile vs. Webapp
  • 65. Step5: Define your objectives = sell 200 pairs + 20% monthly increase
  • 66. Know where you’re losing visitors (and money) Visited Signed up Activated Referred
  • 67. Know if users are retained
  • 69. SOFT DATA WHY is this happening?
  • 70. Why do problems occur? = hypothesis on how to solve
  • 71. Talk to your users! #tool
  • 72. Set up “exit surveys” #tool
  • 75. See a drop > jump to inspectlet > hypothesis drop! hypothesis 50 videos at 5x speed
  • 76. What to do with all these hypothesis?
  • 77. Data & Testing (conversion rate optimization) 4.
  • 78. AB test your sign up forms! (source: contentverve.com)
  • 79. 12% conversion AB test your Value Proposition
  • 80. AB test your Value Proposition 26% conversion
  • 81. A/B test your copywriting +60%
  • 82. A/B test imagery and colors (source: contentverve.com)
  • 83. A/B test testimonials (source: conversionxl.com)
  • 84. A/B test referral pages +200%
  • 85. A/B test payment pages +16% sales
  • 87. OMG so much to test!! Buy Now? Purchase? Checkout? Add to Cart? Change the call-to-action (CTA) text on your buttons to see which word or phrase converts more visitors. 1. Try varying the location of your CTA button, making some CTAs more prominent than others. 2. Test multiple CTAs per page against one CTA per page. 3. Try using hyperlinks instead of buttons to find out which display your users prefer. 4. Find out if CTAs with text, icons, or text + icons convert more users on your site. 5. Try stripping the content off of your entire page. Replace it with a “Click Here for Free Beer!” button. 6. Test different CTA hover states to make it more obvious that buttons are clickable and create a feel of interactivity on the page. 7. Test different colors, shapes, and sizes for CTA buttons on your website. 8. Test gated content against non-gated content. Find out if your users are willing to sign-up or provide more information to access materials on your site. 9. Do site visitors crave more information about your company before signing up or making a purchase? Test adding or removing “About” content on your homepage. 10. Test gated content against non-gated content. Find out if your users are willing to sign-up or provide more information to access materials on your site. 11. Do site visitors crave more information about your company before signing up or making a purchase? Test adding or removing “About” content on your homepage. 12. TL;DR. Find out if your site visitors prefer shorter versions of headlines, taglines, product descriptions, and other content on your site. 13. Test different headline text. Try variations that are straightforward against ones that are abstract, goofy, or creative. 14. Test paragraphs versus bulleted lists. 15. Test how you frame your copy. Users may have different reactions to positive versus negative messaging. 16. Test different types images on your landing page. People versus product is a good place to start. 17. Iterate from there. If your users prefer an image of people, test gender, age, number of people in the image, etc 18. And iterate some more! How about trying a static image vs. a product video vs. a 360* product image. 19. See how a stock image stacks up up against an image of your employees or customers in action. 20. Test auto-play versus click-to-play videos. 21. See how your product videos perform against this video of a sloth hugging a cat.
  • 89. Identify your most important pages Top landing pages Top exit pages Highest traffic pages Most expensive pages
  • 91. Potential 1 - 10 Importance 1 - 10 Ease 1 - 10 = Sum 3 - 30
  • 93. Test the concept before you test the design!
  • 94. “How we increased our retention rates by 270% in 6 weeks” “We grew our home page conversion rate by 133%”
  • 95. Growth Hacker tools These have saved me from learning to code :D
  • 96. Be careful • There is no point in scaling if you have not reached product/market fit (Sean Ellis recommends 40% of users should be “very disappointed to lose your tool) • Some growth hacks are NOT sustainable so only apply to very early stages • The term “Growth Hacking” is used for everything and anything nowadays • It doesn’t really matter what you call it as long as it brings growth!
  • 97. Thanks! Q? / A! David Arnoux @darnocks @twoodo