The document discusses how Simplesite, a website builder founded in Denmark, achieved success through data-driven growth hacking and strategic experimentation leading to a freemium model. It highlights the importance of systematic A/B testing and iterative improvements, revealing that despite initial fears of losing customers, they gained a 12% increase. Ultimately, the key takeaway is to rigorously test all aspects of the business for optimal results.

1. How experiments allowed us
to go Freemium

2. !!!
About SimpleSite
• Website builder
• Founded 2003 in Denmark
• 80.000 paying subscribers
• 400.000 trial websites created
per month
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3. !!!
Overview
• Data Driven Growth Hacking?
• A super-strategic experiment
• Plain blind luck
• Conclusion
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4. Being Data-Driven
!
Can it be measured?
4
VOLUME METRICS FOCUS
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5. !!!
Working systematically
• High A/B frequency
• Let data inform focus
areas
• Iterative implementations
5
Experiment
Improvement
j
Build
Measure
Iteratively
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6. Super-strategic: Freemium
Question:
6
!!!
Premium Freemium?
How much do we lose?
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7. 7
Super-strategic: Freemium
Question:
!!!
Premium Freemium?
How much do we lose?
!!!
Extremely Basic MVP
!
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8. !!!
!!
!!!
Super-strategic: Freemium
Question:
Premium Freemium?
How much do we lose?
Extremely Basic MVP
!
Conclusion:
10% loss Freemium is GO
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9. Blind luck: Questionnaire
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10. Blind luck: Questionnaire
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11. !!!
Blind luck: Questionnaire
Expectation: Fewer customers
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12. 12
Blind luck: Questionnaire
!!!
Expectation: Fewer customers
Result: Won 12%
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13. 13
Blind luck: Questionnaire
!!!
Expectation: Fewer customers
Result: Won 12%
The takeaway:
TEST EVERYTHING
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14. Conclusion
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15. 15
Conclusion
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16. 16
Conclusion
10
Questionnaire
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17. 17
Conclusion
10
Questionnaire
Freemium
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18. Hard, systematic
work!
18
Conclusion
10
Questionnaire
Freemium
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19. THANK YOU
F O R Y O U R T I M E
NORDIC GROWTH HACKERS - Toldbodgade 31, 3. tv, 1253, København K