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This presentation discussed the problems most start ups have around converting traffic to users. It uses lean marketing principles and growth hacking to drive visitors to become active users.
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A start up wet dream.
© Copyright. All designs, ideas, layouts and documentation are copyright of Out of the Park Ltd. All rights reserved.
• Everyone gets you• Everyone loves you and wants to
make babies with you• Everyone asks if they can refer
friends to you• Everyone thinks of you first,
everyday• Everyone pays you top dollar for
zero marketing spend• Everyone points to you as the
definitive customer lifetime model
© Copyright. All designs, ideas, layouts and documentation are copyright of Out of the Park Ltd. All rights reserved.
The reality is
• No one knows you• No one has the time to listen to you
explain what you do • No one cares about you...yet• No one wants to buy what you sell...yet
© Copyright. All designs, ideas, layouts and documentation are copyright of Out of the Park Ltd. All rights reserved.
Think - Simple - Focused - Flexible
© Copyright. All designs, ideas, layouts and documentation are copyright of Out of the Park Ltd. All rights reserved.
The Lean Marketing Funnel & Growth Hacking
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The start up mind set is often a sprint
Get Traffic - Get Users - Profit
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But when it bottlenecks at converting traffic into users...
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...that is how you end up in Nousersville!
© Copyright. All designs, ideas, layouts and documentation are copyright of Out of the Park Ltd. All rights reserved.
One of the most common start up problems:
Plenty of people pass through but no one stays
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Map your flow
From visitors to active users
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Understand the different user states (What do they need)Your job is to get users from one state to the nextUse growth hack events as stage kickers
© Copyright. All designs, ideas, layouts and documentation are copyright of Out of the Park Ltd. All rights reserved.
It might look like this
Growth Hack Event
Get Traffic
Growth Hack Event
Get Users
Growth Hack Event
Get Profits
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Using AARRR with Growth Hack
Acquisition ActivationRetentionReferralRevenue
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Acquisition (generating traffic)
Do a growth hack around ‘Discovery’
Who are your target users? If there is more than one user type, remember different fish require different bait! How will people find you and tell other people about you? Design features, pages and content with sharing in mind. What is their route back to you? Can you cluster with partner technologies?Channel strategy - media, message, viral,
© Copyright. All designs, ideas, layouts and documentation are copyright of Out of the Park Ltd. All rights reserved.
Activation
If your not getting enough activations you don’t need more traffic. You need to Growth Hack around converting visitors to active users.
Low or no barrier to experience / trialSign up (Getting the visitor to follow your lead to the sign up page) The trade off (Their email address for...) What is currency to the user? What can you give them that costs you nothing but they would value?How many touches before they bite?
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Retention
Completeness tools (Helps you discover user commitment like Linkedin progress, Counter in Dropbox etc.) Help users get the most out of your featuresReason to stay put (Stickiness within the core product)Stick with core metrics for now, measure visitors / activations / revenues
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Referral
Build a referral hack - Inside or outside the core product? (Dropbox Free space for, Zoho mail, Evernote) Create repeat user value (The more you use it the more you get from it) Clusters with other platforms and partners WOM
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Revenue
Subscription / Licensing Business Development Lead generationAdvertising Up selling / Cross selling
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Final words
Hire a growth hacker or build a growth team focused on achieving clear goalsGrowth teams are across the business functions Try and shortcut the funnel (Faster, cheaper, greater revenue potential). If you can go from acquisition to revenue in less steps than your competition you'll boss the market
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Thoughts on Lean Marketing and Growth Hacking.
@outofthepark_