The document provides information on how to get customers and activate them. It discusses acquisition channels like search engine marketing, social/display ads, search engine optimization, content marketing, email marketing, influencer marketing, affiliate marketing, existing platforms, and community building. It then covers customer activation, including coming soon pages, homepage vs landing pages, and how to make great landing pages through techniques like using an awesome headline, clear value proposition, big images, credibility signals, and relevant forms.

1. How to get customers

2. 1. Such a long journey

3. Most startups don't fail because
they can't build a product.
Most startups fail because they
can't get traction.
Gabriel Weinberg & Justin Mares
The goal

4. Traction ?
Quantitative evidence of market demand.
Naval Ravikant

5. Purchase funnel ?
The purchase funnel, or purchasing funnel, is a consumer
focused marketing model which illustrates the
theoretical customer journey towards the purchase of a
product or service.
en.wikipedia.org

6. The old customer journey
Source : http://www.tcs.com/resources/white_papers/Pages/Unified-View-Customer-Experience.aspx

7. The New Customer Journey
Source : http://www.tcs.com/resources/white_papers/Pages/Unified-View-Customer-Experience.aspx

8. The AARRR framework by Dave McClure
Acquisition
Activation
Retention
Referral
Revenue

9. How to implement AARRR Metrics?

10. 2. Acquisition

11. 2.1 Methodology

12. Acquisition ?
Acquisition is the first contact point with a customer and
your product or website.
http://blog.trak.io

13. Drive traffic
to your site.
The goal

14. CAC < LTV
The rule

15. CAC ?
Customer Acquisition Cost is the cost associated in
convincing a customer to buy a product/service.This cost is
incurred by the organization to convince a potential
customer.
https://en.wikipedia.org

16. LTV ?
In marketing, user lifetime value (LTV) is a prediction of the
net profit attributed to the entire future relationship with a
customer.
https://en.wikipedia.org

17. Channels ?
A company can deliver its value proposition to its targeted
customers through different channels. Effective channels will
distribute a company’s value proposition in ways that are
fast, efficient and cost effective.
https://en.wikipedia.org

18. What is the best
channel for your
startup ?
The question

19. The Bullseye Framework by Gabriel Weinberg & Justin Mares
Brainstorm
Rank
Prioritize
Test
Focusing

20. 2.2 Channels

21. 2.2.2 Search Engine Marketing

22. What ?
Search engine marketing (SEM) is a form of Internet
marketing that involves the promotion of websites by
increasing their visibility in search engine results pages
through advertising.
en.wikipedia.org

23. Example

24. Terminology (1)
The click-through rate (CTR) is the number of times a click is
made on the advertisement divided by the total impressions
en.wikipedia.org
For example, if you received 7 clicks out of 1000 ad views,
your ad CTR would be .7%
support.google.com

25. Terminology (2)
Pay per click (PPC), also called cost per click, is an internet
advertising model used to direct traffic to websites, in which
advertisers pay the publisher when the ad is clicked.
en.wikipedia.org

26. Terminology (3)
Cost per acquisition (CPA) is a measure of the costs
associated with acquiring a new customer.
en.wikipedia.org
For example, if one spends 100€ on a campaign and gets 10
“acquisitions” this would give a cost per acquisition of 10€.
en.wikipedia.org

27. Long-tail
Source : http://www.smallbusinessonlinecoach.com/blog/tips/why-long-tail-search-engine-optimization-is-essential-to-small-business-seo-success/

28. Tools

29. 2.2.3 Social & Display Ads

30. Display advertising ?
Display advertising is a type of advertising that is located on
websites. It can be seen in a wide range of different formats
and contains items such as texts, images, flash, video and
audio.
en.wikipedia.org

31. Display advertising : example

32. Display advertising : Tools

33. Social advertising ?
Social advertising is advertising that relies on social
information or networks in generating, targeting, and
delivering marketing communications.
en.wikipedia.org

34. Social advertising : example

35. Social advertising : networks

36. 2.2.4 Search Engine Optimization

37. What ?
Search engine optimization (SEO) is the process of affecting
the visibility of a website or a web page in a search engine's
unpaid results - often referred to as "natural," "organic," or
"earned" results.
en.wikipedia.org

38. Fat-head
VS
Long-Tail

39. Tactics
Niche content
Automation
Link building

40. Tools

41. Black Hat SEO

42. 2.2.5 Content marketing

43. What ?
Content marketing is a strategic marketing approach
focused on creating and distributing valuable, relevant, and
consistent content to attract and retain a clearly-defined
audience — and, ultimately, to drive profitable customer
action.
http://contentmarketinginstitute.com

44. The content marketing model
Create
Promote
Convert

45. What content ?
Blogs
Videos
User-generated content
Curation and Crowd-Sourcing

46. 2.2.6 Email marketing

47. What ?
Email marketing is directly marketing a commercial message
to a group of people using email. In its broadest sense, every
email sent to a potential or current customer could be
considered email marketing.
https://en.wikipedia.org

48. Types of emails
Transactional
Transactional emails are usually triggered
based on a customer’s action with a
company.
Newsletter
Direct email or interruption based marketing
involves sending an email solely to
communicate a promotional message.

49. Spam ?
Source : Return Path
1995: 95% of email = legitimate
2015: 70% of email = spam

50. Deliverability (1)
Email deliverability measures the ability to deliver email
messages in recipients’ inboxes for email marketing
campaigns and to avoid messages being lost, blocked or
driven to the spam folder.
http://digitalmarketing-glossary.com

51. Deliverability (2)
Example : Mailjet

52. How to Find Emails Quickly ?
Ask nicely
Scrapers
Buy listX

53. Tools

54. 2.2.7 Influencer marketing

55. What ?
Influencer marketing, is a form of marketing that has
emerged from a variety of recent practices and studies, in
which focus is placed on specific key individuals rather than
the target market as a whole. It identifies the individuals
that have influence over potential buyers, and orients
marketing activities around these influencers.
https://en.wikipedia.org

56. How to find social influencers ?
http://traackr.com
https://followerwonk.com
https://klout.com

57. Examples
Betty Autier Tim Feriss Manuel Dorne

58. How to engage with influencers ?
VIP Access
Sponsoring
Link-sharing communitiesY

59. 2.2.8 Affiliate marketing

60. What ?
Affiliate marketing is a type of performance-based marketing
in which a business rewards one or more affiliates for each
visitor or customer brought by the affiliate's own marketing
efforts.
https://en.wikipedia.org

61. How ?
Source : http://www.conseilsmarketing.com

62. Affiliate programs
Retail
Information product
Lead generation

63. 2.2.9 Existing Platforms

64. What ?
Existing platforms are websites, apps or networks with huge
numbers of users that you can potentially leverage to get
traction.
Gabriel Weinberg & Justin Mares

65. Strategies
Build-early
Multiple app
Newer platforms

66. Examples
Social platforms
App stores
Marketplaces

67. 2.2.10 Community building

68. What ?
Community building is a field of practices directed toward
the creation or enhancement of community among
individuals within a regional area or with a common
interest.
https://en.wikipedia.org

69. Process
Source : http://www.zdnet.com/blog/hinchcliffe/

70. The Trust Framework by BlaBlaCar (1)
D.R.E.A.M.S.Source : http://www.betrustman.com

71. The Trust Framework by BlaBlaCar (2)
DECLARED RATED ENGAGED
ACTIVITY MODERATED SOCIAL
Lisa M
26 y.o.
D.R.E.A.M.S.The Trust Framework by(
Source : http://www.betrustman.com

72. Examples
Evangelists
Events
Mission driven
Public & personal interest

73. 3. Customer Activation

74. Activation ?
Activation is when visitors do what you’ve decided
beforehand they should do, when they take an action which
furthers your goals.
Oussama Ammar

75. Examples
Get their email address
Get them to create an account
Get them to read something
Get them to comment on something
Get them to share something
Get them to buy something
Get them to fill out something
Get them to watch something
Get them to interact with someone
Oussama Ammar

76. Aha! moment
Growth teams have learned to identify leading indicators of
whether a user will turn into an engaged user later on –
often known as the “Aha! moment”. It’s called this because
this is the moment a user gets what your product is really
about and why it’s valuable to them.
http://www.growhack.com

77. Examples
Follow 30 other people
Reaching 7 friends in 10 days
Day 1 retention
Put at least one file in one Dropbox folder

78. 3.1 Coming soon page

79. Before launch ?
The best thing to do is create a simple “Coming soon” page
to notify visitors of what will eventually be there. Good
“Coming soon” pages come in two basic varieties: the
informational design, which simply tells visitors what will be
there after launch; and the page that invites early visitors to
sign up for updates or even to request a beta invitation.
http://www.smashingmagazine.com

80. Tools

81. 3.2 Homepage VS Landing page

82. Homepage ?
A home page or index page is the initial or main web
page of a website.
en.wikipedia.org

83. Homepage ?
Example : Dropbox

84. Landing page ?
In online marketing, a landing page is a single web page that
appears in response to clicking on a search engine
optimized search result or an online advertisement.The
landing page will usually display directed sales copy that is a
logical extension of the advertisement, search result or link.
en.wikipedia.org

85. Landing page ?
Example : Dropbox

86. Squeeze page ?
A squeeze page is a single web page with the sole purpose
of capturing information for follow-up marketing; that
means NO exit hyperlinks. Quality squeeze pages use
success stories that the prospect would relate to when
making a buying decision.
en.wikipedia.org

87. Squeeze page ?
Example : Uber

88. Call to action ?
In web design, a Call to action (CTA) is a banner, button, or
some type of graphic or text on a website meant to prompt
a user to click it and continue down a conversion funnel.
en.wikipedia.org

89. Tools for Building Landing Pages

90. Tools for landing page optimization

91. 3.2.1 How to Make Great Landing Pages

92. An awesome headline
Example : https://www.oculus.com/en-us/rift/

93. Clear value proposition.
Example : https://www.ily.co/

94. Big images are a no brainer!
Example : http://www.apple.com/watch/

95. Credibility
Example : https://www.triip.me/

96. No access without signup
Example : https://www.quora.com

97. Relevant fill-up form
Example : https://slack.com/

98. Fewer choices, more conversions.
Example : https://www.hoteltonight.com

99. Inspiration
http://lapa.ninja
http://land-book.com
https://www.instapage.com/2015/02/17/landing-page-trends-in-2015/
http://www.pixelatingbits.com/10-amazing-landing-page-designs-for-inspiration/

100. 3.3 Onboarding

101. Onboarding ?
The experience a customer has when they become
oriented to a product or service.
Henken Bean

102. « When you get it right, what
happens is the boundary
between trying out a product
and using it disappears. »
Ben Chow

103. Onboarding phases
Decide - Purchase or commit
Get - Self-install or pro-install
Start - First time use
Use - Ongoing use
Source : http://fr.slideshare.net/henkenbean/principles-of-onboarding

104. Manufacturing desire
But how do companies create the internal triggers needed
to form habits?
The answer: they manufacture desire.
Startups manufacture desire by guiding users through a
series of experiences designed to create habits. I call these
experiences “desire engines,” and the more often users run
through them, the more likely they are to self-trigger.
Nir Eyal

105. 3.3.1 Best practices for user onboarding

106. Front load your user experience
Example : Quora

107. Simplify login : Social login
Example : Quora

108. Simplify login : Embedded form
Example : Slack

109. Tutorial
Example : Pinterest

110. Scaffolding
Example : OkCupid

111. Show by example.
Example : Snapchat

112. Clear path
Example : Periscope

113. Gamification
Example : https://www.oculus.com/en-us/rift/

114. Make it hard to do wrong (1)
Example : https://www.useronboard.com/how-twitter-onboards-new-users/

115. Make it hard to do wrong (2)
Example : http://uxarchive.com/tasks/creating

116. Early value
Example : https://www.oculus.com/en-us/rift/

117. Inspiration
https://www.useronboard.com/onboarding-teardowns/
http://uxarchive.com/tasks/onboarding
https://fr.pinterest.com/marcuscoghlan/ui-patterns-onboarding/

118. 3.3.2 Example : Buffer

119. Home page

120. Complete signup

121. Schedule a Tweet

122. 4. Retention is King

123. Retention ?
By retention, I mean the process in which you convert new
users who don’t care about your site into recurring users
that are loyal and continually drive pageviews.
Andrew Chen

124. The leaky bucket theory
I think of websites as "leaky buckets" where users are
constantly getting poured into the top, and the site is
constantly leaking users.The rate at which this happens can
be a turned into a metric just like any other number.
Andrew Chen

125. How to mesure retention ?
Cohort analysis

126. Cohort analysis ?
Cohort analysis is a subset of behavioral analytics that takes
the data from a given web application and rather than
looking at all users as one unit, it breaks them into related
groups for analysis.These related groups, or cohorts, usually
share common characteristics or experiences within a
defined timespan.
https://en.wikipedia.org

127. Cohort analysis : Example
Source : https://blog.kissmetrics.com/throw-away-vanity-metrics/

128. Churn rate ?
Churn rate (sometimes called attrition rate), in its broadest
sense, is a measure of the number of individuals or items
moving out of a collective group over a specific period of
time
https://en.wikipedia.org

129. 4.1 Retention tactics

130. Emailing
Notifications
Content curation
Education

131. Drip marketing (1)
Drip marketing is a communication strategy that sends, or
"drips," a pre-written set of messages to customers or
prospects over time.These messages often take the form of
email marketing, although other media can also be used.
https://en.wikipedia.org

132. Drip marketing (2)
Source : http://www.pardot.com/infographic/basics-drip-campaigns-infographic/

133. Customer support
When we were acquired we had about 500,000 users on
the system, 5 million people used Wufoo forms and reports
whether they knew it or not. But our response time from 9
AM to 9 PM was between 7 to 12 minutes, from 9 PM to
midnight was an hour, and then on the weekend it would be
no longer than 24 hours.
Kevin Hale

134. Ask for feedback
The best "growth hack" for user retention is talking to your
users.They are the ONLY people that can tell how to keep
them and how to find more like them. Unfortunatley, a lot
of SaaS companies don't ask for feedback and when they do,
they send out long surveys no one wants to answer.
Ashli Do

135. Tools

136. 5. Referral & Growth

137. Referral ?
Referral marketing is a process to increase word of mouth
marketing by encouraging customers and contacts to talk as
much as possible about a brand or product.
https://en.wikipedia.org

138. Viral loop (1)
The steps a user goes through between entering the site to
inviting the next set of new users.
Andrew Chen

139. Viral loop (2)
See
ClickShare
CR - ClickRate
SR - ShareRate

140. k-factor (1)
The k-factor or viral coefficient measures how many new,
secondary users an individual new user you acquire brings
in over their lifetime.
Jesse Farmer

141. k-factor (2)
K = i multiplied by c
« i » is the number of invitations sent out by each customer or user
« c » the percent conversion rate of each invitation

142. k-factor (3)
A viral growth factor > 1 means an
exponential organic user acquisition.

143. k-factor : example
Source : http://qz.com/249222/slacks-explosive-word-of-mouth-growth-in-one-amazing-chart/

144. The cycle time
The cycle time is the average time it takes from the
moment that one of your users performs a viral action to
the moment that a new user signs up because of this very
action.
http://techcrunch.com

145. Types of virality (1)
Inherent virality
Collaboration virality
Communication virality
Incentivized virality

146. Types of virality (2)
Embeddable virality
Signature virality
Social virality
Pure word of mouth virality

147. 6. Money time

148. Revenue ?
This is basically counting the number of customer that you
have.
http://www.pierrelechelle.com

149. 6.1 Tactics to increase revenue

150. Discount on an annual payment
Example : https://www.growthhacker.tv/signup/

151. Promotions and Discounts
Example : https://deals.creativebloq.com/sales/15th-anniversary-bundle

152. Countdown
Example : https://creativemarket.com/free-goods

153. Test pricing
Talk to users!

154. Bundling
Example : https://www.designcuts.com/product/24-exceptional-quality-fonts/

155. Simplify
Example : http://www.squarespace.com/pricing/

156. Real or Artificial scarcity
Example : http://www.amazon.fr

157. Upselling
Example : http://store.apple.com/fr/

158. Cross-selling
Example : http://www.leslipfrancais.fr/fr

159. Guarantees and support
Example : https://aws.amazon.com/fr/premiumsupport/

160. 7. Final thoughts

161. « If you can not
measure it, you can not
improve it. »
Lord Kelvin

162. « Measure what can be
measured, and make
measurable what cannot
be measured. »
Galileo Galilei'

163. What now ?

164. Merci pour votre attention.

165. Bibliographie
Traction: A Startup Guide to Getting Customers - Justin Mares & Gabriel Weinberg
http://www.amazon.com/Traction-Startup-Guide-Getting-Customers/dp/0976339609
Startup Metrics for Pirates - Dave McClure
http://fr.slideshare.net/dmc500hats/startup-metrics-for-pirates-seedcamp-2008-presentation
The Ultimate Guide to Funnel Optimization - Sean Johnson
http://www.slideshare.net/seanjohnson/ultimate-guide-to-funnel-optimization
Growth Hacking Like A Pirate, A Beginner’s Guide To Pirate Metrics - Liam Gooding
http://blog.trak.io/growth-hacking-like-a-pirate-a-beginners-guide-to-pirate-metrics/
AARRR: Pirate Metrics for SaaS - Pierre Lechelle
http://www.pierrelechelle.com/aarrr-pirate-metrics

166. Crédits
Mad Max: Fury Road - George Miller
http://www.madmaxmovie.com