Using Your Growth Model to Drive Smarter High Tempo Testing

•

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In this presentation, Sean Ellis highlights how to use a growth model to inform your high tempo testing efforts. It goes through the key steps for building your growth model including establishing a north star metric, and identifying your "aha moment" and the core benefit that drives retention. Finally he shows how the GrowthHackers team has used a growth model to plan our growth roadmap.

Testing with a Growth Model
Using a Growth Model for more
Effective High Tempo Testing

Testing Drives Growth
Twitter boosts testing tempo 20X GH boosts testing tempo 10X

High Tempo Testing Process
Analyze
IdeasPrioritize
Test

Analyze Growth Model First
Analyze
IdeasPrioritize
Test

Establish a North Star Metric
•  Provides lens for measuring sustainable growth
•  Should be correlated with value delivered to customers
•  Examples: Airbnb nights booked, Facebook DAUs

Understand Your Growth Model
Relationship between variables that move your
North Star Metric
•  Acquisitio - Sources and motivation to try
•  Ac - Aha moment
•  - “Must have” experience
•  - User-get-user loops
Acquisition
Activation
Retention
Referral

Build Your Growth Model
?
(Aha Moment)
?
?
(North Star
Metric)
?
Acquisition
Activation
Retention
Referral
Revenue
?
*simpliﬁed
(Core Beneﬁt)

LinkedIn Example Growth Model*
SEO Int’l expansion Invites
(Aha Moment)
Create proﬁle,
4+ connections
Stay connected
with work people
(North Star
Metric)
Proﬁle
connections
Acquisition
Activation
Retention
Referral
Revenue
Invites
*simpliﬁed
(Core Beneﬁt)

What’s Your “Aha Moment”?
•  Elements of an “aha moment”
–  First taste of core beneﬁt
–  Achievable on ﬁrst visit
–  Signiﬁcantly increases likelihood of revisit
•  If NO “aha moment” reached on 1st visit, unlikely
to ever see prospect again

Growth Model for GrowthHackers*
Invites
(invites)
Unique growth
insights from
testing
(North Star
Metric)
Card hops
SlideShareAcquisition
Activation
Retention
Referral
Revenue
Twitter
Sharing a
great idea
(Aha Moment)
*simpliﬁed
(Core Beneﬁt)

Analyze to Find Leverage in Model
(invites)
Unique growth
insights from
testing Card hops
Acquisition
Activation
Retention
ReferralSharing a
great idea
(Aha Moment)
InvitesSlideShare
Twitter
(North Star
Metric)
Revenue
(Core Beneﬁt)

Deeper Understanding of Problem
No ideas added yet

Generate Ideas in Leverage Area
Majority of new ideas should be in leverage area
Activation

Formalize ideas in Experiment Doc
•  Include hypothesis, research, target lever
ICE Score 1 - 10
I - Impact
C - Conﬁdence
E - Ease

Team Members Nominate Ideas
Filter to focus area Sort by ICE score

Analyze Results
Analyze
IdeasPrioritize
Test

Repeat Process
Analyze
IdeasPrioritize
Test

Weekly Growth Meeting Agenda
15 min: KPI review & update focus area
10 min: Review last week’s testing sprint
15 min: Key lessons learned from analyzed tests
15 min: Select next tests via nominations
5 min: Check growth of idea backlog

Manage High Tempo Testing
1) Team Ideation 2) Prioritize Testing 3) Capture Learning
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E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times. Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management. Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences. The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.

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VWO

Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion. This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights. The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation. The session will also cover data analysis techniques and criteria for graduating landing pages. In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.

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10 Video Ideas Any Business Can Make RIGHT NOW! You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session. Key Takeaways: How to use the Video Matrix How to use additional "Lenses" Where to source original video ideas

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Using Your Growth Model to Drive Smarter High Tempo Testing

1. Testing with a Growth Model Using a Growth Model for more Effective High Tempo Testing

2. Testing Drives Growth Twitter boosts testing tempo 20X GH boosts testing tempo 10X

3. High Tempo Testing Process Analyze IdeasPrioritize Test

4. Analyze Growth Model First Analyze IdeasPrioritize Test

5. Establish a North Star Metric •  Provides lens for measuring sustainable growth •  Should be correlated with value delivered to customers •  Examples: Airbnb nights booked, Facebook DAUs

6. Understand Your Growth Model Relationship between variables that move your North Star Metric •  Acquisitio - Sources and motivation to try •  Ac - Aha moment •  - “Must have” experience •  - User-get-user loops Acquisition Activation Retention Referral

7. Build Your Growth Model ? (Aha Moment) ? ? (North Star Metric) ? Acquisition Activation Retention Referral Revenue ? *simpliﬁed (Core Beneﬁt)

8. LinkedIn Example Growth Model* SEO Int’l expansion Invites (Aha Moment) Create profile, 4+ connections Stay connected with work people (North Star Metric) Profile connections Acquisition Activation Retention Referral Revenue Invites *simplified (Core Benefit)

9. What’s Your “Aha Moment”? •  Elements of an “aha moment” –  First taste of core benefit –  Achievable on first visit –  Significantly increases likelihood of revisit •  If NO “aha moment” reached on 1st visit, unlikely to ever see prospect again

10. Growth Model for GrowthHackers* Invites (invites) Unique growth insights from testing (North Star Metric) Card hops SlideShareAcquisition Activation Retention Referral Revenue Twitter Sharing a great idea (Aha Moment) *simpliﬁed (Core Beneﬁt)

11. Analyze to Find Leverage in Model (invites) Unique growth insights from testing Card hops Acquisition Activation Retention ReferralSharing a great idea (Aha Moment) InvitesSlideShare Twitter (North Star Metric) Revenue (Core Beneﬁt)

12. “Activation” Growth Objective

13. Deeper Understanding of Problem No ideas added yet

14. High Tempo Testing Process Analyze IdeasPrioritize Test

15. Generate Ideas in Leverage Area Majority of new ideas should be in leverage area Activation

16. Formalize ideas in Experiment Doc •  Include hypothesis, research, target lever ICE Score 1 - 10 I - Impact C - Conﬁdence E - Ease

17. High Tempo Testing Process Analyze IdeasPrioritize Test

18. Team Members Nominate Ideas Filter to focus area Sort by ICE score

19. Quick Team Nomination Pitches

20. High Tempo Testing Process Analyze IdeasPrioritize Test

21. Launch and Manage Testing

22. Integrate Your Testing Tools

23. Analyze Results Analyze IdeasPrioritize Test

24. Analyze Results

25. Organize Learning

26. Repeat Process Analyze IdeasPrioritize Test

27. Monitor Key Testing Inputs

28. Weekly Growth Meeting Agenda 15 min: KPI review & update focus area 10 min: Review last week’s testing sprint 15 min: Key lessons learned from analyzed tests 15 min: Select next tests via nominations 5 min: Check growth of idea backlog

29. Manage High Tempo Testing 1) Team Ideation 2) Prioritize Testing 3) Capture Learning Try GrowthHackers Projects Free Projects.GrowthHackers.com GrowthHackers Projects

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