- High tempo testing is a system for growth that focuses on testing new solutions quickly and cheaply through an agile process of building, testing, and analyzing experiments. - The key is to have the proper framework of goals, metrics, and a repeatable process of ideating, prioritizing, running experiments, and analyzing results to improve the customer acquisition, activation, retention, revenue, and referral (AARRR) funnel. - A growth team should consist of roles like a growth master, developer, analyst, and specialists in areas like UX, content, and SEO who work together within the testing system to identify ideas, run experiments, and learn what drives growth.

1. High Tempo Testing
- a system for growth

2. Michał, welcome to the team!

3. Last time:
◉ Pirate Metrics are Acquisition, Activation, Retention,
Revenue, Referral (AARRR!!!!)
◉ Each customer segment/channel is different and should
be treated accordingly - aka should have its own, different
AARRR factors
◉ You should find 3 channels:
Best performing (%)
Largest volume (#)
Lowest cost ($)
◉ There is qualitative and quantitative data analysis

4. Next meetings will focus on:
◉ Pirate Metrics Workshop
◉ Tests and Experiments
◉ B2B
◉ B2C

5. How long will it take today?

6. What will we cover today?

7. How to be smart in managing growth?

8. Testing - this is the key to success!

10. You have to test new solutions
to improve your funnel (AARRR)
quickly and cheaply and scale
what works.

11. Test to discover vs. test to
optimize

13. In order to grow - you must
know in which direction, have
the proper framework and
implement tests in an agile way.

14. Build
TestAnalyse

15. Ok, what are the three things
crucial for growth?

16. Process TeamSystem

17. Tell me more about the process!

18. How to start?

19. First - set up goals to achieve,
metrics, strategy (for M,Q or Y)

21. ◉Which funnel level are we working
on? (like activation)
◉What are we strong at? (i.e. SEO,
SEM)
◉What budget do we have?
◉What overall company goals to
achieve? (i.e. revenue increase 50%
YoY)
◉What do we measure? What’s
growth for us?

22. Second - build a repeatable and
scalable machine, that looks like
this

23. Ideation
Prioritisatio
n
Experiment
s
Analysis

24. Build a backlog of ideas

25. Experiment Doc:
1. What is the test?
2. What was the hypothesis?
3. What was the experiment configuration?
4. What were the texts, graphics
5. Did it succeed or not?
6. Why did it (not) work?
7. What can we improve?
8. What have we learned

26. Where to find ideas?

27. ◉Watch the competition
◉Read, read, read and again - read a lot
(growthhackers.com , medium.com, Quora etc.)
◉Brainstorm
◉Organize workshops
◉Use external advisors
◉Ask the entire company to participate

28. Who here wants to grow their
business?

31. Each idea has to have a hypothesis
and KPIs

32. So you know if it failed or
succeeded - based on data

33. Scoring - we suggest the ICE score

34. Impact
Confidence
Ease

35. Impact (potential impact)
Confidence (how certain are you that it
will work)
Ease (how easy is to introduce it)
On a scale of 1-10
+ working hours, if needed
+ anything that suits an organisation

36. They all have to focus on how will
they move the One-Metric-That-
Matters (OMTM)

37. + Each idea should be linked
to particular level of a
funnel (AARRR)

38. How to prioritize ideas?

39. How to test them?

40. Each test must have a
hypothesis, which we are
verifying

41. For example:
We have X traffic from Facebook a
week (no ads) and we want to
improve it. I think we should increase
the number of posts x2 daily and the
traffic will increase by 50%.

42. Weekly tempo goal (ie. 3 tests
a week) – depending on the
team

43. Crucial– total focus on the
sprint tasks

44. How to analyze results and
draw conclusions?

45. Did it work, did it not work, we don’t
know?

46. Ok, we know about the process,
now let’s systemize the tests!

47. Tell me more about the
System!

48. Each test has to be analyzed
and described, keep learning!

49. Weekly growth meeting –
Settling on the priorities and
growth coordination

50. Growth Meeting agenda:
● 15 min: KPI review and update focus arena
● 10 min: Review last week’s testing sprint
● 15 min: Key lessons learned from analyzed
tests
● 15 min: Select tests for this week’s sprint
● 5 min: Check growth of ideas backlog

51. Tools

52. Ideation
Prioritisation
Experiment
s
Analysis

53. Idea Backlog

54. Ideation
Prioritisatio
n
Experiments
Analysis

55. Trello (Growth Template)

56. Ideation
Prioritisatio
n
Experiment
s
Analysis

57. Analytics

58. Ok, we know the process and the
system, but what about the growth
team?

60. Let’s go back to definition
of Growth Hacking

62. Who else?

63. It depends.

64. SEO PPC Email CRO Product
SEO guy
Dev
Content
Analytics
Ads guy
Dev
Graphic
Analytics
Email guy
Dev
Content
Analytics
Dev
Analytics
UX
Dev
UX
Analytics

65. ‘Growth Master’
Someone who’s making sure, you’re
focusing only on growth
Developer
Front-end / Full Stack /
Full Stack Overflow

66. ‘Growth Master’
Someone who’s making sure, you’re
focusing only on growth
Developer
Front-end / Full Stack /
Full Stack Overflow (joke)

67. ‘Growth Master’ Developer
Analyst

68. ‘Growth Master’ Developer
Analyst Graphic designer

69. ‘Growth Master’ Developer
Analyst Graphic designer SEO Specialist

70. ‘Growth Master’ Developer
Analyst Graphic designer SEO Specialist Content Writer

71. ‘Growth Master’ Developer
Analyst
UX/UI designer
Graphic designer SEO Specialist Content Writer

72. ‘Growth Master’ Developer
Analyst
UX/UI designer Email Marketer
Graphic designer SEO Specialist Content Writer

73. ‘Growth Master’ Developer
Analyst
UX/UI designer Email Marketer
Graphic designer SEO Specialist
Community Expert
Content Writer

74. ‘Growth Master’ Developer
Analyst
UX/UI designer Email Marketer
Graphic designer SEO Specialist
Community Expert PPC Specialist
Content Writer

75. Growth Team might therefore
consist of 1 - 2 - 3 - 4 - ∞*

76. Growth Team might therefore
consist of 1 - 2 - 3 - 4 - ∞*
* but remember you’ll need to manage them, so infinity is not a good idea.
Up to a few people full time (4 - 6) should be enough in most cases

77. No matter the size, some things
must be jointly shared

78. Is your funnel leaking?

79. Examples

80. 3012
110
60
48
39

81. 3012
110
60
48
39 1.3%
3.6%
2%
1.6%

82. 5412
641
358
12
120

83. 5412
641
358
12
120
11.8%
6.6%
0.22%
2.2%

84. 7612
4301
3127
1275
134

85. 7612
4301
3127
1275
134
56.5%
41%
16.7%
1.7%

86. 7612
4301 56,5%
3127 72,7%
1275 40,77%
134 10,5%

87. 5871
763
143
83
53

88. 5871
763
143
83
53
13%
2.4%
1.4%
0.9%

89. 5871
763 13%
143 19%
83 58%
53 64%

90. LogMeIn Case Study

91. 3 step goal:
1. Register your details
2. See download page
3. Download the software

92. Problem
90% drop-off at the
download step

93. The team ran dozens of tests focusing
on improving the button’s appeal.
Nothing seemed to reverse the trend.

94. So they decided to do some qualitative
research to come up with new
hypotheses. It turns out they didn’t have
to ask many people.

95. There was a clear theme that was killing
their Activation numbers.

96. People didn’t believe the product was
free. They thought it was too good to be
true.

97. Based on their new insight, they added a
second button. This button was to
download a free trial of the paid version
of the software.

98. They hadn’t offered the paid version
during the signup process before
(probably because you’d assume that
would hurt conversion).

99. The result?

100. 300% improvement!

101. How to do it in your business?

102. 1. Goal setting is critical to sustainable growth
2. Focus on high leverage goals
3. Communicate goals widely
4. Follow growth hacking process to achieve
goals

103. What can you do?

104. Figure out your:
Best performing (%)
Largest volume (#)
Lowest cost ($)

105. Maximize your return from
these 3 channels.

106. Find out where are
the leaks in these
funnels

107. Stalking?

108. Or talking to find out where
is the obstacle?

109. Spare less attention to
the other channels

110. Most important
sentence of the day!

111. You won’t know until you
test it!

112. To sum it up:
◉ Growth is built on proper Process,
People and Systemization
◉ The process should consist of
Ideation, Prioritization,
Experimentation and Analysis
◉ Focus on the areas where you can
have the biggest impact

114. Next time
Pirate Metrics Workshops

115. Q&A

116. Thanks for coming!
Let’s have a beer together now!

117. 3 steps to success

118. Any questions ?
You can find us at
◉ tomzduda@gmail.com
◉ a.p.wesolowski@gmail.com
◉ michal@webgrowth.com
Thanks!