This document discusses Sean Ellis's experience with moving from a "hustle" approach of focusing on Twitter engagement to drive growth, to implementing a more systematic "high tempo testing" process of launching 3 tests per week. After some early success, Ellis's company experienced 3 flat months without meeting growth goals when relying only on saying "test more". The solution was to implement high tempo testing with a dedicated process involving ideation, prioritization, and tracking results. Challenges included generating enough new testing ideas, prioritizing the best ones, implementing the tests, accurately analyzing results, and avoiding repeat tests. The process provides more predictable and scalable growth. An example test involving changing an email form's placement led to a 700

1. Sean Ellis @seanellis
High Tempo Testing
Moving Beyond Hustle to Building
a Predictable Growth Machine

2. Sean Ellis @seanellis
3,2,1... Hustle!

3. Sean Ellis @seanellis
Early Growth: Twitter Focused
Feedback: “I find growth articles
on Twitter”
Followers: Easy to find people that
tweet growth articles
Content: Long tail of content ideal
for Twitter

4. Sean Ellis @seanellis
Goal: Keep Conversation Going

5. Sean Ellis @seanellis
Some Vacations...

6. Sean Ellis @seanellis
Viability Achieved by Month 3

7. Sean Ellis @seanellis
Goals Not Met After First Year
3 Flat Months!

8. Sean Ellis @seanellis
“Inputs are what you
actually control.”
Andrew Chen

9. Sean Ellis @seanellis
Problem: Limited Testing
Had specific growth goals, but just said
“test more”.
Team was too busy for much testing...
Building product
Executing Twitter Playbook
Engaging with community

10. Sean Ellis @seanellis
Solution: High Tempo Testing
Launch 3 Tests Per Week
(Clear “input” goal)

11. Sean Ellis @seanellis
Result...
Started high
tempo testing

12. Sean Ellis @seanellis
Hustle › Growth Process

13. Sean Ellis @seanellis
High Tempo Testing Process
Build
Knowledge
Base
Unbridled
Ideation
Prioritize
Backlog
High
Tempo
Testing

14. Sean Ellis @seanellis
Challenges of High Tempo Testing
1. Enough ideas: Ideas are fuel for tempo
2. Prioritizing ideas: Finding best ideas to test
3. Implementing tests: Getting the resources
4. Accurate testing: Instrumenting & analyzing
5. Avoiding repeats: Not running same tests

15. Sean Ellis @seanellis
Challenge 1: Enough Ideas
Unbridled ideation from full team
Ideas across all vectors
Individual & Team Accountability
Acqusition
Activation
Retention
Revenue
Referral

16. Sean Ellis @seanellis
Challenge 2: Prioritizing Ideas
Formalize ideas in “Experiment Doc”
Include research, hypothesis, target lever...
Score on impact, confidence & ease

17. Sean Ellis @seanellis
Challenge 3: Implementing Ideas
Weekly growth meeting to plan/assign current
week’s tests. Accountability for previous week.
Recommend Autonomous growth team with
dedicated development, design, analysis...
Empower less technical team members w tools

18. Sean Ellis @seanellis
Challenge 4: Accurate Testing
Read
Peep Laja
(Next presenter)

19. Sean Ellis @seanellis
Challenge 5: Avoiding Repeats
Capture all tests in Knowledge Base
Ensure knowledge base shared, clear & searchable
Worked Failed Inconclusive

20. Sean Ellis @seanellis
High Tempo Test Requirements
Process People System
Build
Knowledge
Base
Unbridled
Ideation
Prioritize
Backlog
High
Tempo
Testing

21. Sean Ellis @seanellis
High Tempo Testing Process
Build
Knowledge
Base
Unbridled
Ideation
Prioritize
Backlog
High
Tempo
Testing

22. Sean Ellis @seanellis
Winning Test Example via Process
Moved email collector
from bottom to top.
Result: 700% increase
in collected emails
Impact prediction was
4/10

23. Sean Ellis @seanellis
High Tempo Testing Advantages
1. Predictable Growth
2. Scaleable Growth
3. Easier Hiring
4. Address Bottlenecks

24. Sean Ellis @seanellis
Thank you!
@seanellis