A detailed breakdown of the fastest-growing startups and how they've built marketing funnels design for conversion rate optimization. Includes Peleton, Smile Direct, Curology, Bevel and more. See what growth hacking and digital marketing tactics work the best to get results. This presentation is from the 2019 Growth Marketing meetup in Seattle by Yonathan Ayenew, COO of Growthhit.

1. High-Growth
Marketing Funnels
of 2019
10.2019 MEETUP

2. About GrowthHit
● A growth team that specializes in
conversion rate optimization.
● Our Capabilities:
○ ROI-focused analytics
○ Web design that converts
○ Copy that converts
● Forbes agency council. ANA
instructor. Techstars mentor.
Our Partners
Website
Design
Analytics
Digital
Marketing

3. Why Just Focus on Funnels?
Increase revenue with your
existing traffic.
Run data-driven experiments to produce
repeatable and scalable growth.

4. Our Team
JIM, CEO
Grown two startups from idea
to $10M in sales. Spent over $1M
on Facebook ads. Author of The
Growth Marketer’s Playbook, #1
new release on Amazon.
Startup mentor at Techstars,
General Assembly, and Sephora
Accelerator. Lead workshops at
FedEx, Hot Wheels & Intuit.
YONATHAN, COO
Creator of FunnelTeardowns.
Generated over $6.7M in ROI for
clients that include UberEats,
Bevel & Vector. Creator of the #1
Ruby on Rails course on Udemy
with over 26,000 students.
Who We’ve Helped

5. Our Process
01
02
03
04Funnel Mapping to
Identify Testing
Pages
Form Hypotheses
and Experiments.
Prioritize Based on
ROI
Post Test Analysis &
Presentation
Mockup Testing
Variants and Launch
Test
ROI First™ Prioritization Framework
We’re hellbent on revenue generation. All tests must
have a clear association with the bottom line.

6. How Do You Stay on Top of
the Funnel Trends & Best
Practices?

7. Meet Funnel Teardowns

8. Study, credit, remix, mash up & transform.
“Work builds on what came before. Nothing is really 100% original.”

10. $700M
Marketing Funnel

11. AARRR
<11 years old

12. LOOP / FLYWHEEL

15. 40% RULE
Product - Market Fit

16. Reengineering teeth
straightening
Disrupting Orthodontists

17. Reengineering bra
shopping

18. “Personalized Skin Care”
Reengineering visit to
dermatologist

19. “Netflix for
workouts”
Disrupting gym
membership

20. “Millennial Estee
Lauder”
Disrupting Beauty

21. “Own the
Bathroom”
Disrupting
Orthodontists

22. “Cult Email Client”
Fastest email client of all time

23. Ridiculously Good …
Acquisition
& Onboarding

24. “Millennial Estee
Lauder”
Disrupting Beauty

26. Stores & Popups

27. Real People - Real Content

28. More User-Generated Content & a
Massive Review Library

29. “real pictures of real people” &
large product image library

30. Reengineering bra
shopping

31. Persona 1:
Independent Shopper
Persona 2:
Guided Shopper

32. Compelling Copy

33. Gathering priceless
customer information

34. Gathering priceless
customer information

35. Rubbing in the
problem

36. Rubbing in the
problem

37. Rubbing in the
problem
Rubbing in the
problem

38. Custom Offer
Generated

39. More Data Than
Victoria Secret …
Height,
Body profile
Pain points
etc.

40. Ridiculously Good …
Activation
“Teaser offers”

41. Reengineering teeth
straightening
Disrupting Orthodontists

42. Easy Activation
home kit = convenience

43. Social Proof!!! & User Generated Content!!!

44. Gather Site Visitor Data

45. Gather Site Visitor Data

46. Request Email Address to
Provide Results

47. At-Home Impression Kit
(refundable after aligner order)

48. Or … SmileShop Visit
to do impressions

49. EASY BOOKING

50. APPOINTMENT SET

52. SMILE PLAN IS READY

53. Payment plan to lower barrier to entry
No credit checks.

54. “Personalized Skin Care”
Reengineering dermatologist visit

61. Ridiculously Good …
Revenue
Maximization

62. “Netflix for
workouts”
Disrupting gym
membership

63. 3 Product Lines

64. “Book A Test Class”
Convert the
fence-sitters

65. 4 TREAD
PACKAGES

66. 4 BIKE
PACKAGES

67. “NO MONEY DOWN”
Pricing Plans to lower
Sticker Shock

68. Same on TREAD

69. Unbundled
for easier upselling

70. Recurring Revenue
on top of the $2400 bike

71. Recurring Revenue
on top of the $4295 tread

72. Accessories
for easier upselling

73. BIKE Warranty
Another revenue source

74. Exit-Intent Pop up:
Free Trial Activation to
Membership

75. Impressive Class Library
Designed to Drive
Engagement

76. “Millennial Estee
Lauder”
Disrupting Beauty

77. A different model for every
makeup shade

78. The Cart Page
Brilliant Upselling

79. Visit the Upsell Product
without leaving the Cart

80. Ridiculously Good …
Retention

81. “Personalized Skin Care”
Reengineering dermatologist visit

84. “Own the
Bathroom”
Disrupting
Orthodontists

86. The Mission

87. $15
to activate the visitor

88. $64.18 subscription
in the fine print

89. $1 offer → $64.18

90. Upsell
Travel Add-ons

91. Acquired in ~2 years for $1B+

92. Ridiculously Good …
Referrals
& Evangelizing

93. “Cult Email Client”
Fastest email client of all time

94. White Glove Service

95. Keeping the product
exclusive

97. Gathering priceless data
from first adopters

98. Reengineering teeth
straightening
Disrupting Orthodontists

99. Social Proof!!! & User Generated Content!!!

100. “Millennial Estee
Lauder”
Disrupting Beauty

101. Real People - Real Content

102. More User-Generated Content & a
Massive Review Library

103. “Netflix for
workouts”
Disrupting gym
membership

104. “Personalized Skin Care”
Reengineering dermatologist visit

106. QUESTIONS?