1.
5 Learnings
Mobile Growth Hacking
Charlton Soesanto
PM at Misfit via LinkedIn mobile growth
linkedin.com/charltonsoesanto
@charltonys
*presented on 11/6 at the mobile growth hacking metope
hosted by Branch Metrics & Apportable

2.
Every great product person can
think like a growth hacker.

3.
IS
what growth hacking…
data-driven method to grow active users
that identifies & increases the right metrics that measure user value
IS NOT
increasing total signups
empty get-rich quick tactics

4.
a little bit about me

5.
27%
47%
Q4’12 Q3’14
mobile product
’12-14
during my time at LinkedIn,
weekly active users
coming on mobile grew toward
50%, the ‘mobile moment'

6.
currently, i’m a
developing health & wellness
software products

7.
my mother named me ‘Charlton’
because she wanted me to become…

8.
buff like Charlton Heston

9.
holy like Moses

10.
just as moses shared
with his people
on stone tablets

11.
i’ll share some learnings
with you
on a different tablet

12.
I have a growth mindset
II understand user motivation and ability
III leverage active user actions
IV utilize mobile tools: push & permissions
V architect the system: server & client
Key
Learnings

13.
I have a growth mindset
to cope with failure and learn quickly
Key
Learnings

14.
growth mindset:
your abilities can be developed through hard work;
talent is just the starting point.

15.
Jackson Pollock is a example of an artist with a growth mindset.
growth is an art as much as a science.

16.
experts agree he had ‘little native talent.’
but he redefined and revolutionized modern art anyway.

17.
The only failed test…
is the one from which you learn nothing.

18.
an example:
onboarding

19.
explain the benefits
before the signup form

20.
words weren’t
enough
dots weren’t
discoverable

21.
I have a growth mindset
to cope with failure and learn quickly
Key
Learnings

22.
I have a growth mindset
to cope with failure and learn quickly
II to create habits
understand user motivation and ability
Key
Learnings

23.
Behind every great growth hack is a
key insight about human behavior

24.
Use the Fogg Behavior Model
to understand current user behaviors
and to design for new ones.

25.
Fogg Behavior Model
©2014 BJ Fogg
For permissions, contact BJ Fogg
http://www.behaviormodel.org/

26.
Fogg Behavior Model
high
motivation
low
how much does
someone want to do it?
©2014 BJ Fogg
For permissions, contact BJ Fogg
http://www.behaviormodel.org/

27.
Fogg Behavior Model
ability
motivation
hard easy
high
low
how easy is it to do?
©2014 BJ Fogg
For permissions, contact BJ Fogg
http://www.behaviormodel.org/

28.
Fogg Behavior Model
ability
motivation
hard easy
high
low
but what triggers the behavior?
©2014 BJ Fogg
For permissions, contact BJ Fogg
http://www.behaviormodel.org/

29.
Fogg Behavior Model
ability
motivation
successful
triggers
action
line
hard easy
high
low
failed
triggers
©2014 BJ Fogg
For permissions, contact BJ Fogg
http://www.behaviormodel.org/

30.
Fogg Behavior Model
behavior=mat
ability
motivation
successful
triggers
hard easy
high
low
failed
triggers
©2014 BJ Fogg
For permissions, contact BJ Fogg
http://www.behaviormodel.org/
action
line

31.
I have a growth mindset
to cope with failure and learn quickly
II to create habits
understand user motivation and ability
Key
Learnings

32.
I have a growth mindset
to cope with failure and learn quickly
II to create habits
understand user motivation and ability
III to increase engagement Key
Learnings
leverage active user actions

33.
If an active user does 1 thing,
let the user easily do more of that 1 thing.

34.
actions
enablers

35.
actions
enablers

36.
accept invite
actions
send invite
enablers

37.
accept invite
actions
send invite
enablers
people you
may know address book import

38.
after inviting
many users
can easily send
more invites here…
and they do.

39.
I have a growth mindset
to cope with failure and learn quickly
II to create habits
understand user motivation and ability
III to increase engagement Key
Learnings
leverage active user actions

40.
I have a growth mindset
to cope with failure and learn quickly
II to create habits
understand user motivation and ability
III to increase engagement
leverage active user actions
IV to increase activation and retention
utilize your new tools: push & permission
Key
Learnings

41.
Push and permissions may be the strongest contributors to
your growth & engagement.

42.
explain the benefits
of the permission

43.
explain the benefits
of the permission

44.
explain the benefits
of the permission

45.
Android
all or nothing
GroupMe
iOS
one by one
LinkedIn
Connected

46.
Contextual
MyFitnessPal
(time of day)
Push is more
in-your-face
than email.

47.
Contextual
MyFitnessPal
(time of day)
Personalized
LinkedIn Connected
(my calendar & network)
It’s also more
personal.

48.
Contextual
MyFitnessPal
(time of day)
Customized
Yahoo! News Digest
(set notification time)
Personalized
LinkedIn Connected
(my calendar & network)

49.
I have a growth mindset
to cope with failure and learn quickly
II to create habits
understand user motivation and ability
III to increase engagement
leverage active user actions
IV to increase activation and retention
utilize your new tools: push & permission
Key
Learnings

50.
I have a growth mindset
to cope with failure and learn quickly
II to create habits
understand user motivation and ability
III to increase engagement
leverage active user actions
IV to increase activation and retention.
utilize your new tools: push & permission
V to optimize for learning & testing
architect the system (server & client)
Key
Learnings

51.
Decoupling your server and client tests
unleash your testing and learning.

52.
server
client
# of steps in flow,
promo frequency,
copy,
push notifications
UI changes

53.
Every great product person can
think like a growth hacker.

54.
I have a growth mindset
to cope with failure and learn quickly
II to create habits
understand user motivation and ability
III to increase engagement
leverage active user actions
IV to increase activation and retention.
utilize your new tools: push & permission
V to optimize for learning & testing
architect the system: server & client
Key
Learnings

55.
Questions?
Charlton Soesanto
twitter: @charltonys
linkedin.com/charltonsoesanto