SlideShare a Scribd company logo
the growth mindset 
how to think about 
growth hacking 
@bernardjhuang
Bernard Huang - 42Floors 
@bernardjhuang
growth 
comes from a series of 
experiments 
@bernardjhuang
scientific method 
1. objective 
2. hypothesis 
3. experiment 
4. conclusion 
@bernardjhuang
define your objective 
more _______ 
@bernardjhuang
have a hypothesis 
if we _______ then 
we’ll get more _______ 
@bernardjhuang
experiment 
• assume nothing 
• set up analytics 
• statistical 
significance 
@bernardjhuang
assume nothing 
it’s hard to know what 
will work 
@bernardjhuang
analytics 
“If you cannot measure it, 
you cannot improve it.” 
– Lord Kelvin 
@bernardjhuang
statistical significance 
> 28 data points at 
least 
@bernardjhuang
conclusion 
did the experiment 
work as planned? 
@bernardjhuang
if it did… 
scale the experiment 
@bernardjhuang
if it didn’t… 
what did you learn? 
@bernardjhuang
experiment relentlessly 
experiment 
experiment 
experiment 
experiment 
experiment 
@bernardjhuang
basic web funnel 
@bernardjhuang 
traffic 
conversion rate 
sign ups
what’s low hanging fruit? 
10,000 traffic 
10% conversion rate 
= 
1,000 sign ups 
@bernardjhuang
2x traffic 
20,000 traffic 
10% conversion rate 
= 
2,000 sign ups 
@bernardjhuang
2x conversion rate 
10,000 traffic 
20% conversion rate 
= 
2,000 sign ups 
@bernardjhuang
which one is easier? 
get more ______ until 
it’s easier to get more 
of the other 
@bernardjhuang
market size 
audience potential 
users 
@bernardjhuang
market size 
@bernardjhuang 
audience 
x 
conversion rate 
= 
potential users
market size - facebook 
facebook potential 
users 
@bernardjhuang
market size - facebook 
@bernardjhuang 
facebook 
group 
potential 
users
market size 
go to the channels 
where your potential 
users are 
@bernardjhuang
growth hacking recipes 
techniques to grow 
your business 
@bernardjhuang
more traffic 
• borrow 
• leverage 
• incentivize 
@bernardjhuang
eventbrite 
@bernardjhuang
throw events - eventbrite 
@bernardjhuang
influencers - eventbrite 
@bernardjhuang
incentivize - eventbrite 
@bernardjhuang
oops - eventbrite 
@bernardjhuang
apologize - eventbrite 
@bernardjhuang
analytics - eventbrite 
@bernardjhuang
quora 
@bernardjhuang
scrape - quora 
@bernardjhuang
answer questions - quora 
@bernardjhuang
analytics - quora 
@bernardjhuang
oops - quora 
@bernardjhuang
reddit 
@bernardjhuang
message users - reddit 
@bernardjhuang
analytics - reddit 
@bernardjhuang
create content - reddit 
@bernardjhuang
advertise - reddit 
@bernardjhuang
analytics - reddit 
organic reddit 
paid reddit @bernardjhuang
oops - reddit 
@bernardjhuang
meetup 
@bernardjhuang
start - meetup 
@bernardjhuang
be an influencer - meetup 
@bernardjhuang
rank in google - meetup 
@bernardjhuang
influencer outreach 
@bernardjhuang
success - influencer 
@bernardjhuang
analytics - influencer 
@bernardjhuang
search engine optimization 
• keyword research 
• on page elements 
• link building 
@bernardjhuang
keyword research - seo 
google adwords 
keyword planner @bernardjhuang
keyword research - seo 
keyword competition
on page elements - seo 
• unique content 
• sitemap 
• keyword in title, 
meta description, 
and h1 tags 
@bernardjhuang
link building - seo 
• blogging 
• guest blogging 
• press release 
• creative endeavors 
@bernardjhuang
search engine marketing 
• google adwords 
• bing / yahoo ads 
@bernardjhuang
a/b copy testing - sem 
quantify your tagline 
@bernardjhuang
facebook outreach 
@bernardjhuang
groups - facebook 
@bernardjhuang
other normal channels 
@bernardjhuang 
• hacker news 
• twitter 
• pinterest
don’t be afraid 
think outside the box 
@bernardjhuang
more sign ups 
conversion rate 
@bernardjhuang
conversion rate 
@bernardjhuang current conversion rate?
conversion rate 
vs 
@bernardjhuang make wild changes
analytics - conversion rate 
old new 
23% better 
@bernardjhuang
higher conversion rate 
@bernardjhuang credibility
higer conversion rate 
@bernardjhuang people’s faces
higer conversion rate 
clear calls to action 
and people’s faces 
@bernardjhuang
experiment relentlessly 
experiment 
experiment 
experiment 
experiment 
experiment 
@bernardjhuang
questions? 
@bernardjhuang

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