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Growth “Hacking” 1hr Power Session
David Arnoux
Head of Growth
www.growthtribe.io
Startups
3-month full-time growth hacking
academy
Students
3-month full-time growth hacking
academy
HIGH GROWTH / HIGH POTENTIAL STARTUP
Growth Tribe Academy: Growth Hacking Power Session @ The Next Web 2016
Growth Tribe Academy: Growth Hacking Power Session @ The Next Web 2016
Adult Education
Startups
Students
3-month full-time growth hacking
academy
3-month full-time growth hacking
academy
Crash-courses
Growth Tribe Academy: Growth Hacking Power Session @ The Next Web 2016
Adult Education
Startups
Students
Corporates
3-month full-time growth hacking
academy
3-month full-time growth hacking
academy
Crash-courses
Consulting and Academies
Tools
Process
Corporate Growth Hacking Pyramid
Mindset
Change
Start here..
Growth Tribe Academy: Growth Hacking Power Session @ The Next Web 2016
What’s On The Menu?
THEORY
EXERCISES
THEORY
The Brain Of A “Growth Hacker”
Place your screenshot here
Takeru Kobayashi
Takeru Kobayashi
“
If you’re growing a company today you
better learn to eat hot dogs fast...
Udemy
Paypal
Source: ReferralCandy
100k users in the first month!
7-10% daily growth >> 100 million members
1 million march 2000 >> 5 million summer 2000
$10 $10
$10
$10
Paypal
Famous examples
What do these have in common?
Creative
or
Sneaky
More than just
marketing
OPN
(Other People’s
Network)
Why is Growth Hacking
Taking Over The World?
Place your screenshot here
Why is Growth Hacking Important?
1. Traditional marketing channels are expensive and saturated
Growth Tribe Academy: Growth Hacking Power Session @ The Next Web 2016
Why is Growth Hacking Important?
1. Traditional marketing channels are expensive and saturated
2. Most projects focus heavily on product, but the real challenge is with
distribution
Startups don’t fail because they lack
a product; they fail because they lack
customers and a profitable business
model. - Steve Blank
“Startups focus too much on building product
with limited attention to customer interaction,
usability, and marketing. This is also a big fail."
- Dave McClure
"Poor distribution—not
product—is the number one
cause of failure. " - Peter Thiel
250-3000 Ads per day
Growth Tribe Academy: Growth Hacking Power Session @ The Next Web 2016
110 million developers and growing..
Why is Growth Hacking Important?
1. Traditional marketing channels are expensive and saturated
2. Most projects focus heavily on product, but the real challenge is with
distribution
3. Don’t worry...New channels are popping up very rapidly.
Growth Tribe Academy: Growth Hacking Power Session @ The Next Web 2016
Viral Channel Effectiveness
Why is Growth Hacking Important?
1. Traditional marketing channels are expensive and saturated
2. Most projects focus heavily on product, but the real challenge is with
distribution
3. Don’t worry...New channels are popping up very rapidly.
4. Acquiring is easy!! Activation and Retention are key
ouch
Source: Andrew Chen’s Blog
Retention trumps all...
Retention trumps all...
Retention trumps all...
Why is Growth Hacking Important?
1. Traditional marketing channels are expensive and saturated
2. Most projects focus heavily on product, but the real challenge is with
distribution
3. Don’t worry...New channels are popping up very rapidly
4. Acquiring is easy!! Activation and Retention are key
5. Available Data = It’s all about ROI >> Remove waste
Growth Tribe Academy: Growth Hacking Power Session @ The Next Web 2016
Source: Rob Moffat
Why is Growth Hacking Important?
1. Traditional marketing channels are expensive and saturated
2. Most projects focus heavily on product, but the real challenge is with
distribution
3. New channels are popping up very rapidly
4. Acquiring is easy!! Activation and Retention are key
5. It’s all about ROI >> Remove waste
6. It’s not about the tips and tricks. You need a process
Growth Tribe Academy: Growth Hacking Power Session @ The Next Web 2016
Growth Process
Adaptable
(Across all companies
cultures and
departments)
Expandable
(Can grow along with
the company)
Easy to
implement
(Minimal learning curve)
Pirate Metrics
Flowchart
OMTM(s)
the GROWTH
process
Read This! Lean Analytics
OMTM
Pirate Metrics
Flowchart
Ideate
Idea backlog
OMTM(s)
Hard + Soft data
Copy others + Go crazy
Systemize
or
Productize
the GROWTH
process
Experiment Doc
Time boxing
Design Test
Minimum Viable Experiment
P.I.E.S
or
B.R.A.S.S.
Rank
Prioritization Framework
Cross-skilled teams
Agile Scrum
Execute!
Get It Done!!!
Learnings
Analyze
Hard and Soft Data
Awareness
Ideate
Idea backlog
Rank
Prioritization Framework
Design Test
Minimum Viable Experiment
Execute!
Get It Done!!!
Analyze
Hard and Soft Data
Speed = WIN!
Speed = WIN!
Growth Hack
So WTF is Growth “Hacking”?
Place your screenshot here
““Growth hacking is generally a small data-
driven and technical group tasked with
figuring out how to scale the business.”
-Some guy on the internet
Creative
Marketing
What Is Growth Hacking?
Coding +
Automation
Behavioural
Psychology
Data +
Testing
Lean
Marketing
Technical
Marketing
UX improvement
Conversion
Rate
Optimization
Inspiration: @clarabuchanan
GROWTH
HACKING
Creative
Marketing
What Is Growth Hacking?
Coding +
Automation
UX improvement
Conversion
Rate
Optimization
GROWTH
HACKING
“Most big successes have a little bit of evil
in them” - Alistair Croll
ETHICS GAMESmart or Sneaky?
Smart
“Cheeky, acceptable… Achieving a goal with limited
resources, not harming anyone, bending the rules… but not
too much.”
Sneaky
“Unethical, harmful, sleazy, suspicious, something I wouldn’t
be proud telling my kids about.”
Nailing the supply side of a marketplace
What to do with 100 million emails?
Auto-invite friends
Protesters and Taxis
V2
Can you cancel my order?
Can you cancel my order?
“Most big successes have a little bit of evil
in them” - Alistair Croll
Creative
Marketing
What Is Growth Hacking?
Coding +
Automation
Technical
Marketing
Conversion
Rate
Optimization
GROWTH
HACKING
Skills
2 Days
30€
Unlimited leads
Blockspring Playbook
Infinite
Leads :D
blockspring Clearbit API
Email Hunter API
EXERCISE1. Go to: http://growthtri.be/tnwattendees
2. Copy that URL
3. Go to: magic.import.io
4. Paste the URL
5. Export as CSV…
6. You have a lead list…
7. Homework
a. Use clearbit.com to gather rich data on these leads
b. Guess emails using www.emailhunter.co
Growth Tribe Academy: Growth Hacking Power Session @ The Next Web 2016
“
How to come up with these tricks?
Creative
Marketing
What Is Growth Hacking?
Coding +
Automation
Data +
Testing
Lean
Marketing
Technical
Marketing
GROWTH
HACKING
Marketing Budget vs. Growth Budget
$$$$$
$ $
$
$
start end Iterative learning
Experiment based approach
Hard data - Conversion Funnels
Are people signing up?
Are people being activated?
Hard data - Retention Charts
Are users coming back?
What is the impact of our efforts on retained users?
Hard data - Regression Analysis
What is our CLTV per segment?
Constant = 105€
Big businesses are worth +160€
Consumer segment is worth -90€
Customer from Delft is worth +10€
Hard data - Behavioural Segmenting
What behavioural segments are more valuable?
Can we predict their behaviour?
ID R F M RFM
40133 5 3 2 532
40135 5 4 3 543
40136 5 3 4 534
40139 5 4 4 544
40141 5 4 5 545
40142 5 4 1 541
40143 5 5 3 553
40145 5 1 3 513
40147 5 4 4 544
40149 5 4 1 541
40151 5 1 2 512
40152 5 1 5 515
Recency, Frequency, Monetary
Creative
Marketing
What Is Growth Hacking?
Coding +
Automation
Data +
Testing
Lean
Marketing
Technical
Marketing
Behavioural
Psychology
UX improvement
Inspiration: @clarabuchanan
GROWTH
HACKING
Soft data
why?
Behavioural Psychology
AB Testing
vs. =
+732%
Creative
Marketing
What Is Growth Hacking?
Coding +
Automation
Behavioural
Psychology
Data +
Testing
Lean
Marketing
Technical
Marketing
UX improvement
Conversion
Rate
Optimization
Inspiration: @clarabuchanan
GROWTH
HACKING
Growth vs. Marketing vs. Product
Place your screenshot here
Growth vs. Marketing vs. Product
GROWTH MARKETING PRODUCT
MINDSET Experiments Campaigns Build
OBJECTIVES
Acquisition,
Activation,
Retention, Revenue,
Referral
Awareness,
Acquisition
Core Functionalities
(Usage metrics +
NPS)
TEAM COMPO
Multi-disciplinary
(Marketing, Dev,
Analyst, UX)
Marketers
Products Owners
and Developers
PROCESS
Data driven
experiments
Campaigns Agile and Waterfall
Source: 90% Brian Balfour
Pirate Funnel
Awareness
Getting people to visit your website
Acquisition
Getting them to sign up
Activation
Users get a great first user experience
Retention
Making sure users come back
Referral
Getting users to invite others
Revenue
Sell, upsell, cross sell
Marketing
Growth
Pirate Funnel
Awareness
Getting people to visit your website
Acquisition
Getting them to sign up
Activation
Users get a great first user experience
Retention
Making sure users come back
Referral
Getting users to invite others
Revenue
Sell, upsell, cross sell
“Traction” Book
Customer Acquisition Channels
Search Engine
Marketing
(SEM)
Search Engine
Optimization
(SEO)
Social Ads
Affiliate
Marketing
Retargeting
Offline Ads
Events
Organization
Email
Marketing
Business
Development
Speaking
Engagements
Traditional PR Guerilla PR
Existing
Platforms
Tools Based
Marketing
Guest Content
Marketing
Content
Marketing
Conferences Inherent Virality
Artificial
Virality
Sales
Customer Acquisition Channels
Search Engine
Marketing
(SEM)
Search Engine
Optimization
(SEO)
Social Ads
Affiliate
Marketing
Retargeting
Offline Ads
Events
Organization
Email
Marketing
Business
Development
Speaking
Engagements
Traditional PR Guerilla PR
Existing
Platforms
Tools Based
Marketing
Guest Content
Marketing
Content
Marketing
Conferences Inherent Virality
Artificial
Virality
Sales
Customer Acquisition Channels
Social Ads Retargeting
Email
Marketing
Content
Marketing
growthtri.be/brass2
Pirate Funnel
Awareness
Getting people to visit your website
Acquisition
Getting them to sign up
Activation
Users get a great first user experience
Retention
Making sure users come back
Referral
Getting users to invite others
Revenue
Sell, upsell, cross sell
BJ Fogg Model
Growth Tribe Academy: Growth Hacking Power Session @ The Next Web 2016
Growth Tribe Academy: Growth Hacking Power Session @ The Next Web 2016
EXERCISE1. Go to bit.ly/gtusehub and create an account
2. Choose “Create a 5 second test”
3. Take a screenshot or use their “screen capture a webpage”
4. You can do the test in English or any language.
5. Input this information
a. Test Instructions: “Imagine that you land on this page”
b. Question 1: “What product or service does this website offer?”
c. Question 2: “Why is it better than competitors or similar services?”
6. You will get 5 credits to launch a 5 second test to 5 people
BJ Fogg Model
Cialdini’s Principles of Persuasion
BJ Fogg Model
Don’t make me think
Growth Tribe Academy: Growth Hacking Power Session @ The Next Web 2016
Growth Tribe Academy: Growth Hacking Power Session @ The Next Web 2016
Visual Trick: Zoom Out!
Growth Tribe Academy: Growth Hacking Power Session @ The Next Web 2016
vs
15.000 visitors to experiment
30% increase in signups
How much did that design agency
cost?
+30% = 10000’s€ increase revenue
Pirate Funnel
Awareness
Getting people to visit your website
Acquisition
Getting them to sign up
Activation
Users get a great first user experience
Retention
Making sure users come back
Referral
Getting users to invite others
Revenue
Sell, upsell, cross sell
Famous wow moments
1-day retention
Put at least 1 file in a folder
Follow 30+ people
7 friends in 10 days
Get someone to buy 3 times
= average 11 purchases a year.
HOMEWORK
1. Define your WoW moment? What is the moment when a visitor really feels
“Wow I see the power in this, I understand what value this is bringing me or
what pain it is solving”
2. Count how many steps it takes for a new visitor to reach the WOW moment
3. Brainstorm and wireframe a simpler flow where a new visitor reaches the
wow moment in less steps.
Small tip…. Flip the WOW
Acquisition
Activation
Retention
Referral
Revenue
Awareness
Activation
Acquisition
Retention
Referral
Revenue
Awareness
Flip Acquisition /
Activation
Growth Tribe Academy: Growth Hacking Power Session @ The Next Web 2016
Growth Tribe Academy: Growth Hacking Power Session @ The Next Web 2016
Growth Tribe Academy: Growth Hacking Power Session @ The Next Web 2016
WOW this is
awesome!
Growth Tribe Academy: Growth Hacking Power Session @ The Next Web 2016
Pirate Funnel
Awareness
Getting people to visit your website
Acquisition
Getting them to sign up
Activation
Users get a great first user experience
Retention
Making sure users come back
Referral
Getting users to invite others
Revenue
Sell, upsell, cross sell
There Are A Bunch Of Ways To Increase Retention
Improve
Current
Features
(Talk to users, usability
testing)
Work on
Onboarding
(First User Experience is
crucial)
Improve
Quality of Tool
(Smarter, Faster, New
features, more stable)
Bring Back The
Dead
Remind users
you exist
Source: Andrew Chen’s blog
There Are A Bunch Of Ways To Increase Retention
Improve
Current
Features
(Talk to users, usability
testing)
Work on
Onboarding
(First User Experience is
crucial)
Improve
Quality of Tool
(Smarter, Faster, New
features, more stable)
Bring Back The
Dead
Habits through
HOOKS!
Remind users
you exist
Growth Tribe Academy: Growth Hacking Power Session @ The Next Web 2016
Pirate Funnel
Awareness
Getting people to visit your website
Acquisition
Getting them to sign up
Activation
Users get a great first user experience
Retention
Making sure users come back
Referral
Getting users to invite others
Revenue
Sell, upsell, cross sell
Pirate Funnel
Awareness
Getting people to visit your website
Acquisition
Getting them to sign up
Activation
Users get a great first user experience
Retention
Making sure users come back
Referral
Getting users to invite others
Revenue
Sell, upsell, cross sell
OMTM
Hard + Soft data
P.I.E.S
or
B.R.A.S.S.
Experiment Doc
Time boxing
Cross-skilled teams
Agile Scrum
Pirate Metrics
Flowchart
OMTM(s)
Learnings
Systemize
or
Productize Ideate
Idea backlog
Rank
Prioritization Framework
Design Test
Minimum Viable Experiment
Execute!
Get It Done!!!
Analyze
Hard and Soft Data
Copy others + Go crazy
the GROWTH
process
The skillset of a growth hacker
Growth Tribe Academy: Growth Hacking Power Session @ The Next Web 2016
Growth Tribe Academy: Growth Hacking Power Session @ The Next Web 2016
HOMEWORK
1. Go to bit.ly/AutoEvaluation (careful the URL is case-sensitive)
2. File>Make a copy
3. Take our Growth Hacking auto-evaluation test.
4. You can also use this tool in the future if you’re thinking of hiring a growth
hacker and/or head of growth.
The Growth TEAM
Head of Growth
Process-Driven
Analytical
Creative
Strong
Personality
T-shaped
Soft Skills
Developer
Fast iterations
Build fast fix later
Loves data +
tracking
Creative
Growth oriented
Executes fast
UX/UI
Customer
empathy
Executes fast
Front-end code
Ship fast
Loves testing
Conversion
Rate
Optimizatio
n
Data Analyst
Small data sets
Large data sets
Back-end
knowledge
Needle in
haystack
Data to insights
Read these!!!
Tools Tools Tools
Join Us!
3 Month Academy
growthtri.be/academy
Evening Course
growthtri.be/part
2 Day Crash Course
growthtri.be/crashcourse
Twitter
@darnocks
Linkedin
David Arnoux

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Growth Tribe Academy: Growth Hacking Power Session @ The Next Web 2016

  • 1. Growth “Hacking” 1hr Power Session David Arnoux Head of Growth www.growthtribe.io
  • 2. Startups 3-month full-time growth hacking academy Students 3-month full-time growth hacking academy
  • 3. HIGH GROWTH / HIGH POTENTIAL STARTUP
  • 6. Adult Education Startups Students 3-month full-time growth hacking academy 3-month full-time growth hacking academy Crash-courses
  • 8. Adult Education Startups Students Corporates 3-month full-time growth hacking academy 3-month full-time growth hacking academy Crash-courses Consulting and Academies
  • 9. Tools Process Corporate Growth Hacking Pyramid Mindset Change Start here..
  • 11. What’s On The Menu? THEORY EXERCISES THEORY
  • 12. The Brain Of A “Growth Hacker” Place your screenshot here
  • 15. “ If you’re growing a company today you better learn to eat hot dogs fast...
  • 16. Udemy
  • 17. Paypal Source: ReferralCandy 100k users in the first month! 7-10% daily growth >> 100 million members 1 million march 2000 >> 5 million summer 2000 $10 $10 $10 $10
  • 20. What do these have in common? Creative or Sneaky More than just marketing OPN (Other People’s Network)
  • 21. Why is Growth Hacking Taking Over The World? Place your screenshot here
  • 22. Why is Growth Hacking Important? 1. Traditional marketing channels are expensive and saturated
  • 24. Why is Growth Hacking Important? 1. Traditional marketing channels are expensive and saturated 2. Most projects focus heavily on product, but the real challenge is with distribution
  • 25. Startups don’t fail because they lack a product; they fail because they lack customers and a profitable business model. - Steve Blank “Startups focus too much on building product with limited attention to customer interaction, usability, and marketing. This is also a big fail." - Dave McClure "Poor distribution—not product—is the number one cause of failure. " - Peter Thiel
  • 28. 110 million developers and growing..
  • 29. Why is Growth Hacking Important? 1. Traditional marketing channels are expensive and saturated 2. Most projects focus heavily on product, but the real challenge is with distribution 3. Don’t worry...New channels are popping up very rapidly.
  • 32. Why is Growth Hacking Important? 1. Traditional marketing channels are expensive and saturated 2. Most projects focus heavily on product, but the real challenge is with distribution 3. Don’t worry...New channels are popping up very rapidly. 4. Acquiring is easy!! Activation and Retention are key
  • 37. Why is Growth Hacking Important? 1. Traditional marketing channels are expensive and saturated 2. Most projects focus heavily on product, but the real challenge is with distribution 3. Don’t worry...New channels are popping up very rapidly 4. Acquiring is easy!! Activation and Retention are key 5. Available Data = It’s all about ROI >> Remove waste
  • 40. Why is Growth Hacking Important? 1. Traditional marketing channels are expensive and saturated 2. Most projects focus heavily on product, but the real challenge is with distribution 3. New channels are popping up very rapidly 4. Acquiring is easy!! Activation and Retention are key 5. It’s all about ROI >> Remove waste 6. It’s not about the tips and tricks. You need a process
  • 42. Growth Process Adaptable (Across all companies cultures and departments) Expandable (Can grow along with the company) Easy to implement (Minimal learning curve)
  • 44. Read This! Lean Analytics
  • 45. OMTM Pirate Metrics Flowchart Ideate Idea backlog OMTM(s) Hard + Soft data Copy others + Go crazy Systemize or Productize the GROWTH process Experiment Doc Time boxing Design Test Minimum Viable Experiment P.I.E.S or B.R.A.S.S. Rank Prioritization Framework Cross-skilled teams Agile Scrum Execute! Get It Done!!! Learnings Analyze Hard and Soft Data
  • 46. Awareness Ideate Idea backlog Rank Prioritization Framework Design Test Minimum Viable Experiment Execute! Get It Done!!! Analyze Hard and Soft Data
  • 49. So WTF is Growth “Hacking”? Place your screenshot here
  • 50. ““Growth hacking is generally a small data- driven and technical group tasked with figuring out how to scale the business.” -Some guy on the internet
  • 51. Creative Marketing What Is Growth Hacking? Coding + Automation Behavioural Psychology Data + Testing Lean Marketing Technical Marketing UX improvement Conversion Rate Optimization Inspiration: @clarabuchanan GROWTH HACKING
  • 52. Creative Marketing What Is Growth Hacking? Coding + Automation UX improvement Conversion Rate Optimization GROWTH HACKING
  • 53. “Most big successes have a little bit of evil in them” - Alistair Croll
  • 55. Smart “Cheeky, acceptable… Achieving a goal with limited resources, not harming anyone, bending the rules… but not too much.”
  • 56. Sneaky “Unethical, harmful, sleazy, suspicious, something I wouldn’t be proud telling my kids about.”
  • 57. Nailing the supply side of a marketplace
  • 58. What to do with 100 million emails?
  • 61. V2
  • 62. Can you cancel my order?
  • 63. Can you cancel my order?
  • 64. “Most big successes have a little bit of evil in them” - Alistair Croll
  • 65. Creative Marketing What Is Growth Hacking? Coding + Automation Technical Marketing Conversion Rate Optimization GROWTH HACKING
  • 68. Blockspring Playbook Infinite Leads :D blockspring Clearbit API Email Hunter API
  • 69. EXERCISE1. Go to: http://growthtri.be/tnwattendees 2. Copy that URL 3. Go to: magic.import.io 4. Paste the URL 5. Export as CSV… 6. You have a lead list… 7. Homework a. Use clearbit.com to gather rich data on these leads b. Guess emails using www.emailhunter.co
  • 71. “ How to come up with these tricks?
  • 72. Creative Marketing What Is Growth Hacking? Coding + Automation Data + Testing Lean Marketing Technical Marketing GROWTH HACKING
  • 73. Marketing Budget vs. Growth Budget $$$$$ $ $ $ $ start end Iterative learning
  • 75. Hard data - Conversion Funnels Are people signing up? Are people being activated?
  • 76. Hard data - Retention Charts Are users coming back? What is the impact of our efforts on retained users?
  • 77. Hard data - Regression Analysis What is our CLTV per segment? Constant = 105€ Big businesses are worth +160€ Consumer segment is worth -90€ Customer from Delft is worth +10€
  • 78. Hard data - Behavioural Segmenting What behavioural segments are more valuable? Can we predict their behaviour? ID R F M RFM 40133 5 3 2 532 40135 5 4 3 543 40136 5 3 4 534 40139 5 4 4 544 40141 5 4 5 545 40142 5 4 1 541 40143 5 5 3 553 40145 5 1 3 513 40147 5 4 4 544 40149 5 4 1 541 40151 5 1 2 512 40152 5 1 5 515 Recency, Frequency, Monetary
  • 79. Creative Marketing What Is Growth Hacking? Coding + Automation Data + Testing Lean Marketing Technical Marketing Behavioural Psychology UX improvement Inspiration: @clarabuchanan GROWTH HACKING
  • 83. Creative Marketing What Is Growth Hacking? Coding + Automation Behavioural Psychology Data + Testing Lean Marketing Technical Marketing UX improvement Conversion Rate Optimization Inspiration: @clarabuchanan GROWTH HACKING
  • 84. Growth vs. Marketing vs. Product Place your screenshot here
  • 85. Growth vs. Marketing vs. Product GROWTH MARKETING PRODUCT MINDSET Experiments Campaigns Build OBJECTIVES Acquisition, Activation, Retention, Revenue, Referral Awareness, Acquisition Core Functionalities (Usage metrics + NPS) TEAM COMPO Multi-disciplinary (Marketing, Dev, Analyst, UX) Marketers Products Owners and Developers PROCESS Data driven experiments Campaigns Agile and Waterfall Source: 90% Brian Balfour
  • 86. Pirate Funnel Awareness Getting people to visit your website Acquisition Getting them to sign up Activation Users get a great first user experience Retention Making sure users come back Referral Getting users to invite others Revenue Sell, upsell, cross sell Marketing Growth
  • 87. Pirate Funnel Awareness Getting people to visit your website Acquisition Getting them to sign up Activation Users get a great first user experience Retention Making sure users come back Referral Getting users to invite others Revenue Sell, upsell, cross sell
  • 89. Customer Acquisition Channels Search Engine Marketing (SEM) Search Engine Optimization (SEO) Social Ads Affiliate Marketing Retargeting Offline Ads Events Organization Email Marketing Business Development Speaking Engagements Traditional PR Guerilla PR Existing Platforms Tools Based Marketing Guest Content Marketing Content Marketing Conferences Inherent Virality Artificial Virality Sales
  • 90. Customer Acquisition Channels Search Engine Marketing (SEM) Search Engine Optimization (SEO) Social Ads Affiliate Marketing Retargeting Offline Ads Events Organization Email Marketing Business Development Speaking Engagements Traditional PR Guerilla PR Existing Platforms Tools Based Marketing Guest Content Marketing Content Marketing Conferences Inherent Virality Artificial Virality Sales
  • 91. Customer Acquisition Channels Social Ads Retargeting Email Marketing Content Marketing
  • 93. Pirate Funnel Awareness Getting people to visit your website Acquisition Getting them to sign up Activation Users get a great first user experience Retention Making sure users come back Referral Getting users to invite others Revenue Sell, upsell, cross sell
  • 97. EXERCISE1. Go to bit.ly/gtusehub and create an account 2. Choose “Create a 5 second test” 3. Take a screenshot or use their “screen capture a webpage” 4. You can do the test in English or any language. 5. Input this information a. Test Instructions: “Imagine that you land on this page” b. Question 1: “What product or service does this website offer?” c. Question 2: “Why is it better than competitors or similar services?” 6. You will get 5 credits to launch a 5 second test to 5 people
  • 101. Don’t make me think
  • 106. vs 15.000 visitors to experiment 30% increase in signups How much did that design agency cost? +30% = 10000’s€ increase revenue
  • 107. Pirate Funnel Awareness Getting people to visit your website Acquisition Getting them to sign up Activation Users get a great first user experience Retention Making sure users come back Referral Getting users to invite others Revenue Sell, upsell, cross sell
  • 108. Famous wow moments 1-day retention Put at least 1 file in a folder Follow 30+ people 7 friends in 10 days Get someone to buy 3 times = average 11 purchases a year.
  • 109. HOMEWORK 1. Define your WoW moment? What is the moment when a visitor really feels “Wow I see the power in this, I understand what value this is bringing me or what pain it is solving” 2. Count how many steps it takes for a new visitor to reach the WOW moment 3. Brainstorm and wireframe a simpler flow where a new visitor reaches the wow moment in less steps.
  • 110. Small tip…. Flip the WOW Acquisition Activation Retention Referral Revenue Awareness Activation Acquisition Retention Referral Revenue Awareness Flip Acquisition / Activation
  • 116. Pirate Funnel Awareness Getting people to visit your website Acquisition Getting them to sign up Activation Users get a great first user experience Retention Making sure users come back Referral Getting users to invite others Revenue Sell, upsell, cross sell
  • 117. There Are A Bunch Of Ways To Increase Retention Improve Current Features (Talk to users, usability testing) Work on Onboarding (First User Experience is crucial) Improve Quality of Tool (Smarter, Faster, New features, more stable) Bring Back The Dead Remind users you exist
  • 119. There Are A Bunch Of Ways To Increase Retention Improve Current Features (Talk to users, usability testing) Work on Onboarding (First User Experience is crucial) Improve Quality of Tool (Smarter, Faster, New features, more stable) Bring Back The Dead Habits through HOOKS! Remind users you exist
  • 121. Pirate Funnel Awareness Getting people to visit your website Acquisition Getting them to sign up Activation Users get a great first user experience Retention Making sure users come back Referral Getting users to invite others Revenue Sell, upsell, cross sell
  • 122. Pirate Funnel Awareness Getting people to visit your website Acquisition Getting them to sign up Activation Users get a great first user experience Retention Making sure users come back Referral Getting users to invite others Revenue Sell, upsell, cross sell
  • 123. OMTM Hard + Soft data P.I.E.S or B.R.A.S.S. Experiment Doc Time boxing Cross-skilled teams Agile Scrum Pirate Metrics Flowchart OMTM(s) Learnings Systemize or Productize Ideate Idea backlog Rank Prioritization Framework Design Test Minimum Viable Experiment Execute! Get It Done!!! Analyze Hard and Soft Data Copy others + Go crazy the GROWTH process
  • 124. The skillset of a growth hacker
  • 127. HOMEWORK 1. Go to bit.ly/AutoEvaluation (careful the URL is case-sensitive) 2. File>Make a copy 3. Take our Growth Hacking auto-evaluation test. 4. You can also use this tool in the future if you’re thinking of hiring a growth hacker and/or head of growth.
  • 128. The Growth TEAM Head of Growth Process-Driven Analytical Creative Strong Personality T-shaped Soft Skills Developer Fast iterations Build fast fix later Loves data + tracking Creative Growth oriented Executes fast UX/UI Customer empathy Executes fast Front-end code Ship fast Loves testing Conversion Rate Optimizatio n Data Analyst Small data sets Large data sets Back-end knowledge Needle in haystack Data to insights
  • 132. 3 Month Academy growthtri.be/academy Evening Course growthtri.be/part 2 Day Crash Course growthtri.be/crashcourse

Editor's Notes

  1. https://itunes.apple.com/fr/podcast/power-execution-gagan-biyani/id880221919?i=356741551&l=en&mt=2
  2. Most of these hacks are not sustainable
  3. We are part of the movement that is helping growth hacking mature from a vague concept to a concrete business field. By turning GH into a process we're making it repeatable, scalable and duplicate or across businesses and industries
  4. We are part of the movement that is helping growth hacking mature from a vague concept to a concrete business field. By turning GH into a process we're making it repeatable, scalable and duplicate or across businesses and industries
  5. We are part of the movement that is helping growth hacking mature from a vague concept to a concrete business field. By turning GH into a process we're making it repeatable, scalable and duplicate or across businesses and industries
  6. We are part of the movement that is helping growth hacking mature from a vague concept to a concrete business field. By turning GH into a process we're making it repeatable, scalable and duplicate or across businesses and industries
  7. Based on Quettra’s data, The average app loses 77% of its DAUs within 3 days after the install. Within 90 days, it’s over 95%. the average app mostly loses its entire userbase within a few months, of the >1.5 million apps in the Google Play store, only a few thousand sustain meaningful traffic.
  8. These are slides from a Presentation by Greylock Ventures. Here is the full deck: https://www.linkedin.com/pulse/hierarchy-engagement-sarah-tavel Greylock look for unicorns. They’re backed 4 of the 5 ever tech companies since 2000 that are worth more than 10billion (Facebook, Linkedin, Airbnb) In these few slides we can see the importance of retention adove top line growth
  9. We are part of the movement that is helping growth hacking mature from a vague concept to a concrete business field. By turning GH into a process we're making it repeatable, scalable and duplicate or across businesses and industries
  10. We are part of the movement that is helping growth hacking mature from a vague concept to a concrete business field. By turning GH into a process we're making it repeatable, scalable and duplicate or across businesses and industries
  11. http://weaponsman.com/
  12. The goal of qualitative research is to gather an in-depth understanding of user behavior, and the reasons for that behavior.
  13. Dating websites like Tinder created fake accounts to increase user demand. This initiated the first thousand users. Less than four years later, Tinder is now valued at $5 billion.
  14. MySpace, the now-defunct social networking website, spammed a database of around 100 million e-mail addresses announcing their launch.
  15. The company told us that it ended those tactics this week. Up until a few days ago, when you signed up for Glide, the app auto-suggested that you invite all of your friends to join Glide. You had to un-select your friends from a list to not send them an invite. From the company’s perspective, it can always say that users had the option not to invite all their friends. But depending on how the app is designed, and how quickly people roll through the sign-up process, it’s an dubious practice. Not surprisingly, plenty of people didn’t realize they were automatically inviting friends, and they were surprised to find that they’d messaged people inviting them to join. TechCrunch delved into how Glide use this strategy to fuel growth, and the move prompted more than a few complaints from users, who found themselves inundated with invite messages from friends.
  16. Salesforce, a cloud computing company, hired fake protesters to disrupt their biggest rival’s conference. The founder then commandeered all the taxis at the event to deliver a 45-minute pitch about his own product.
  17. Reddit, the internet’s biggest public forum, created fake accounts and filled the site with their own content. This allowed the team to shape how Reddit would eventually evolve. As the real user base grew, the company’s initial direction remained, which allowed the fake accounts to fade away. Reddit is now ranked in the top 100 websites in the world on Alexa.
  18. Uber employees ordered and canceled more than 5,000 rides from their rival, Lyft. This decreased Lyft drivers’ availability and jeopardized income that Lyft drivers depended on. The employees who did not cancel got in the Lyft car then purposely drove to Uber headquarters. Lyft drivers began to question their career choice.
  19. Uber employees ordered and canceled more than 5,000 rides from their rival, Lyft. This decreased Lyft drivers’ availability and jeopardized income that Lyft drivers depended on. The employees who did not cancel got in the Lyft car then purposely drove to Uber headquarters. Lyft drivers began to question their career choice.
  20. The goal of qualitative research is to gather an in-depth understanding of user behavior, and the reasons for that behavior.
  21. We worked with an on-demand printing company. They wanted more leads Their targeting audience was publishers. They wanted to reach fashion magazine publishers OPN: they were hanging out on ISSUU… data showed these were high quality leads. He had a look at the profiles to see what kind of information they share. Some have nothing but some have rich information. Some have email, but all you need is the website. By using a second tool = clearbit… you can find the email address of the lead Then comes Blockspring… you can enter the URL and find information with the Xpath So he scrapes the whole website and automatically gets rich information in a spreadsheet
  22. We worked with an on-demand printing company. They wanted more leads
  23. http://weaponsman.com/
  24. So how do we come up with these ideas? Through a large number of tests...
  25. As growth hackers we rely heavily on hard data. Hard data tells us how users experience our product or website. It tells us where we are bleeding money, where people are dropping off, whether people are being retained. We use a strong arsenal of user journey maps, conversion funnels, cohort charts and AB tests to determine what is and what isn’t working. And when data is used correctly it can unlock the secret to growth.
  26. As growth hackers we rely heavily on hard data. Hard data tells us how users experience our product or website. It tells us where we are bleeding money, where people are dropping off, whether people are being retained. We use a strong arsenal of user journey maps, conversion funnels, cohort charts and AB tests to determine what is and what isn’t working. And when data is used correctly it can unlock the secret to growth.
  27. As growth hackers we rely heavily on hard data. Hard data tells us how users experience our product or website. It tells us where we are bleeding money, where people are dropping off, whether people are being retained. We use a strong arsenal of user journey maps, conversion funnels, cohort charts and AB tests to determine what is and what isn’t working. And when data is used correctly it can unlock the secret to growth.
  28. As growth hackers we rely heavily on hard data. Hard data tells us how users experience our product or website. It tells us where we are bleeding money, where people are dropping off, whether people are being retained. We use a strong arsenal of user journey maps, conversion funnels, cohort charts and AB tests to determine what is and what isn’t working. And when data is used correctly it can unlock the secret to growth.
  29. RFM (customer service/retention) Best help for most important customers Score customers on Recency, Frequency, Monetary Help most important ones first at customer service
  30. Hard data is great to uncover what is happening on a website. However it doesn’t answer the question of WHY this is happening. And for that we also have an arsenal of tools. From bootstrapped usability testing sessions, to mobile testing, powerful drip campaigns, simply talking to users, heat maps, scroll maps etc etc
  31. https://medium.com/@clarabuchanan/why-growth-hacking-isn-t-just-marketing-4ce13e673c7f
  32. Emphasize that this is the result of everything mentioned before
  33. Also read this twitter fight between Sean Ellis and DHH creator of Ruby on Rails: https://twitter.com/dhh/status/421416205048487936
  34. Also read this twitter fight between Sean Ellis and DHH creator of Ruby on Rails: https://twitter.com/dhh/status/421416205048487936
  35. Awesome book Keeps your mind buzzing about channels Anyone read it?
  36. Fraction of the stuff that’s out there New channels pop up rapidly
  37. Channels are rarely stand alone.The trick is to use the best combination possible of each of them. Let’s go through an example. So if you combine the possibilities of sub channels with the mixing possibilities, the options are almost endless. It’s kinda scary to be honest, and that’s why we need to be good mind readers, good data analysts but also creative marketers who have a deep knowledge of these channels.
  38. Let me show you one of my favorite playbooks
  39. Also read this twitter fight between Sean Ellis and DHH creator of Ruby on Rails: https://twitter.com/dhh/status/421416205048487936
  40. Also read this twitter fight between Sean Ellis and DHH creator of Ruby on Rails: https://twitter.com/dhh/status/421416205048487936
  41. Zynga Nabeel Hyatt, former GM at Zynga, realized in their case that if someone came back the next day after signing up for a game, they were much more likely to become an engaged and paying user. So they focused on what they called “day 1 retention”. Dropbox ChenLi Wang, who runs growth at Dropbox, has noted that the best indicator of whether someone will continue using Dropbox is when they put at least one file in one Dropbox folder. Twitter Josh Elman, Twitter’s product lead for growth and relevance until 2011, took a look at their usage numbers and realized that once a user follows 30 people, they’re more or less active forever. If Twitter couldn’t get a person to follow 30 other people, that person was very unlikely to ever come back. Facebook Chamath Palihapitiya, who ran Facebook’s growth team, said that the Aha! moment they used was a user reaching 7 friends in 10 days.
  42. A tip I’d like to offer is what I call the WOW flip. Basically put it’s super hard to get people to sign up. You need a great value proposition, social proof, clear CTA and all the other persuasion techniques we discussed in other parts of the course. So why oh why would you put a sign up BEFORE the wow moment? Why not stick the WOW moment before the need for a sign up. Let me show you an example.
  43. Wealthfront is a personal welath management tool disrupting the banking industry. They have a very long sign up process which involves sharing an extensive amount of personal data. So what do they do? They get you to the WOW moment before you need to sign up. Let’s go through it…
  44. The onboarding has 8 steps… and you can go through it before sharing you email address..
  45. Almost there..
  46. And BOOM, here’s the wow moment… a semi-customized investment plan based on the answers you gave during the onboarding flow.
  47. Then only after you’ve invested time and effort to received a wow moment will they ask you to sign up.
  48. Also read this twitter fight between Sean Ellis and DHH creator of Ruby on Rails: https://twitter.com/dhh/status/421416205048487936
  49. There are many ways to increase retention. Improve current features: this is more product oriented and we covered much of this in Lean Startup, Talking to users, Product/Market fit and usability testing to improve your product
  50. Here are 2 simulations on 3-month and 6-month retention rates: For 6 month retention rates we see that push notifications has double retention rates. Extract from the article: Mobile app users that opt in to push notifications have a 26 percent higher retention rate after one month and double the retention rate after six months compared to users that don’t, according to Urban Airship. The company, which provides notification and in-app purchase solutions to mobile app developers, reported the figures today as part of its new Good Push Index. Starting in August 2011, Urban Airship studied apps using its service that had at least 10,000 opens in order to track the engagement and retention of users that opted into its notification service. http://www.adweek.com/socialtimes/how-to-double-user-retention-with-push-notifications-urban-airship-shares-best-practices/526161?red=im
  51. Nir eyal is considered by many as the prophet of habit forming products. He has influenced many startup founders and product designers into building habit forming hooks into their products. Nir Eyal argues that the size of the interface is shrinking… Desktop, laptop, mobile, wearables… so products need to become stronger at identifying what he calls user’s internal triggers and Whereas not all products need a habit for their business model to be profitable, he argues has all product that do require a habit require a hook.
  52. Also read this twitter fight between Sean Ellis and DHH creator of Ruby on Rails: https://twitter.com/dhh/status/421416205048487936
  53. Also read this twitter fight between Sean Ellis and DHH creator of Ruby on Rails: https://twitter.com/dhh/status/421416205048487936
  54. Let’s look at this stuff. This is frikkin difficult to get right and gain all these skills. We thought it was a bit too much to ask all of you to jump in a project and be responsible for all this. And of course you have different levels of expertise in each section. If you can ace all of this, you are a unicorn - you’re super hard to find.