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Growth Hacking
acquire new users with
better activation
What’s one of
the biggest
bottleneck’s
startups face?
OH: The internet is so
complicated #OMG
”
“
Remember first signing up for Twitter?
We dug in and tried
to learn what the
“aha” moment was
for a new user and
then rebuilt our
entire new user
experience to
engineer that more
quickly.
Josh Elman, Partner at GreyLock and
Early Product Lead at Twitter
“
”
While Josh was
there, Twitter’s
active user base
grew 10X
It’s now one of the most
influential products today..
Activation, isn’t just
for social products.
Uber, Square and DropBox work hard
to educate their first time user.
So what exactly is activation?
I’m Conrad Wadowski, a
Partner at GrowHack which
works with venture backed
companies.
I also run an online school
which brings together leading
practitioners and resources to
teach your team user growth.
Some background..
Activation is the
process of getting
a new user
to a must have
experience.
Activation is the
process of getting
a new user
it’s a set of best practices
to get them active.
it’s a set of best practices
to get them active.
..and it’s that
really common
bottleneck.
Activation is similar to
“onboarding” although
onboarding suggests a
process.
The best activation won’t
involve too much process.
Instead it mixes
selling, educating
and using your
product.
..without much
friction.
When you get it
right, what happens
is the boundary
between trying out a
product and using it
disappears.
Ben Chow, Product Designer
“
”
Good activation
also helps protect
current users
from things like
fake accounts and
spam.
Why does it work?
Gets new users to
understand your
product’s value now,
instead of later.
Isolates variables to help
you understand what
motivates or prevents
someone from becoming
active.
In an ideal world you already know
which user to focus on, which is hard.
So how can we learn to do it well?
We actually have the tool
chest available to us at all
times..
The best way to
learn is from other
products.
So we went through
and documented the
best in the
industry..over 70
activation flows from
homepage to the
“must-have”
Here are some
tactics pulled out
from the best..
Word of Caution
Mileage will vary by audience, product, stage and resources.
Your most powerful
lever, will likely be
motivation.
The right
motivation
leads us to
do crazy
things.
Focus on testing these
ideas out and actually
talking to your end users.
But this will be a happy
place to start.
you ready?
Front load your user experience
Minimalism
Simple, clear value proposition
A subheading for more detail
Visuals
Social Sign in, with an
option for email
Quora
Say you won’t post on their wall
Embedded form on homepage
Prefilled forms
42%
completion
time
Inline form validation
Pop up navigation, but just
because it’s easy to create.
Stick to simple, clear language
Relevant Faces (if not distracting)
Celeb
Customer
Friend
Smiling
Attractive
Female
William Shatner
..Or just an interesting waiting screen
At least tell them to expect a wait
Import contact address books,
early on.
Facebook
You’ll reach a lot more people that
way, so test it out.
Step 1
Step 2
Step 3
Step 4
100%
20%
5%
1%
Homepage
Import
Select Category
Rate Books
UsersStep
..the main ones are gmail,
yahoo, hotmail
Import phone contacts
Step 2Step 1
“skip this step”
Pre-populate with APIs
Link to confirm email
Use a progress bar
LinkedIn Groupon
Big, clear calls to action
And again scrolling down...
Large, relevant images
(They’re easier to design too)
Say “it’s free”
Consistent calls to action
768 - 800 Pixels
Consistent calls to action, above the fold
Social Proof: Quantity
Social Proof: People
Social Proof: Shares
Social Proof: Press
Social Proof: Customers
Arrow pointing to your call to action
Include nav links in the footer
No footer below the fold for direct URL
Nothing here
30%
conversion
Localization
English Spanish
Tailored landing pages
AmazonWillCall
Call-to-action button in the same spot
Call-to-action button in the same spot
Call-to-action button in the same spot
CEO Email
Relevant Email
How about some
worst practices?
Auto-carousels
See: shouldiuseacarousel.com
They introduce too many
variables so you can’t figure
out what’s working.
IF they can get to it in time,
people just click the first
image anyway..
“Carousels are effective
at being able to tell
people in Marketing/
Senior Management
that their latest idea is
on the Home Page.”
-Lee Duddell
Unnecessary form fields. Do
you really need all this?
To many, conflicting, calls to action
Horizontal navigation
As soon as we get on a computer,
we all start acting like we have a
major case of A.D.D.
Each additional link takes
focus away from your most
important call to action.
At a certain point this makes
your site pretty much unusable.
Just think deep when
you’d like to “cross-sell”
a feature or product.
If you really need to add a link,
why not include it in the footer?
And split each into its own page.
When you use weak calls to action..
..like “Submit” you lose an
opportunity to teach users
what happens when they click.
?
Who really wants to
“submit” anything anyway?
Do as Unbounce.com says
and..
Side note
..anyone wanna do
a flower startup? :)
Too Strong on Design
Take 3 seconds to figure out
what this page is about. ..
While it’s beautifully designed,
there just isn’t much being
accomplished here.
Spending too much time on
form over function can
cripple your iteration speed.
Explainer video for new
product categories
Helps define the problem to a user
DropBox new users didn’t
realize they had a problem.
Consider longer form copy for this or
for high priced products where it’s
difficult to immediately get trust
Let’s talk mobile for a bit
Asking for permission
This is what happens if someone
says no
Preface permissions
Poker Friends
Preface permissions
If someone doesn’t FB Connect
Poker Friends
Make what you want
someone to do really obvious
SnapChat
Initial Screen and Description
Tinder
Pre Onboarding
Tinder
Learn by doing
Tinder
Focused feature set
Tinder
Tuck away advanced features
SnapChat
click here to learn more
about our online school
Thanks!
or find me @conradwa

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