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Growth
Hack
kinda sounds likesomeone who’s really bad at growth…
Let’s redefine
‘Hacking’
modifying a system to accomplish a goal.
Love of DataDeep understanding of
Analytics
Contextually Creative
Intellectually CuriousBeing Personable & Empathetic helps, A LOT
Growth Hackers Need Knowledge of: Marketing, Product Management, Engineering
Traditional Easy Enough Not So Much Are You F*ing Kidding Me?
Not Your Grandpa’s Marketing!
Growth Hacking is the process of using
psychology, engineering and testing
to drive repeatable,
measurable results.
When is a growth hacker
Most Valuable
Use this survey:
http://www.startup-marketing.com/using-survey-io/
“If at least 40% of your customerswouldn’t be very disappointed without your product
you haven’t reached product/market fit.”
- Sean Ellis, coined ‘Growth Hacker’
Growth Hacker’s Playbook
People Types
Set Up & Initial Metrics
Structuring Tests
Touchdown Plays
Growth Hacker’s Playbook
People Types
Set Up & Initial Metrics
Structuring Tests
Touchdown Plays
Visitor?Member?
User?
New?Returning Free?
Returning Monetized?
Growth Hacker’s Playbook
People Types
Set Up & Initial Metrics
Structuring Tests
Touchdown Plays
Install
AnalyticsPlatforms
Broad Person
MarketingVero
Think in FlowsPeople don’t use your site/product/service in discreet actions
Walk through key activities and write down the different paths a customer can take to get to the end point you want
Go Upstrea
m!
Source: Quicksprout
Increase DAU
Educate Members About Content Creation Through
Make Onboarding Experience Include Content
Creation Features
Add “What’s New” Category To Homepage That Will Highlight New Content
Creation
When Someone Comments On Any Content
Automatically Send The Creator An Email To Notify
Them
Improve Images On Homepage To Show Creators
And Not Just Consumers
Increase Content Creation by Members
Increase Retention
Example Flow
Set ‘Goals’Measure the flows at different points along the way so you understand how people are behaving at each step.
There is a temptation to track everything! DON’T. Tracking is ok but concentrate on most important functions/actions.
Understand
before Action
Take time (days or even weeks)
to understand what’s going
on before taking a bunch of actions (i.e. site changes, marketing campaigns)
GH Weaponry
[Funnel]
[Conversion Rate]
[Cohort]All of the people that moved through this funnel in the
same time period, i.e. all January conversions.
GH Weaponry
[Customer Acquisition
Cost]
Total month spend for customer acquisition (ppc, content mtkg)
[Customer Lifetime Value]
Total new customers acquired/activated in the month
Total revenue customer generates for your company (sum of all months between sign up and churn, or last
purchase)
Customer Acquisition Cost
Don’t Ignore Timing of Cash Flow
Growth Hacker’s Playbook
People Types
Set Up & Initial Metrics
Structuring Tests
Touchdown Plays
There is so much!
Where to start?!
Test
Everything
Brief freak out…
Just Kidding
Pick the key task in your business, the one that you think is most valuable or one you’ve identified in your
initial metric review that seems out of line.
A/B Testing
Just Pick Something– SaaS: activation– eCommerce: checkout
– Blog: returning visitors– Social: posting volume
H1Write a hypothesis for whatever you’re going to test.
Take a guess, but write it down!
‘Average cart completion rate will increase from x% to y%.’
…or to do something that will make things worse.
Be Prepared to Fail
“ I find being a Growth Hacker is a lot like being an entrepreneur, you get used to messing up, there is a tolerance for
doing something crazy that might work, and you get told no a lot by customers.
”
- me
Always Have AControl Group
Growth Hacker’s Playbook
People Types
Set Up & Initial Metrics
Structuring Tests
Touchdown Plays
Touchdown PlaysProduct
Content
Personal Interaction
On-site PromoTechnical
Contests
Collusion
Paid
Product
Source: Quora.com & Dropbox.com
Inherent Value Amplified by Others
Source: Quora.com & Peter Thiel
Incentives
Source: Wikipedia, KISSmetrics, Qualaroo
Powered By
Source: AndrewChen, BusinessInsider
API / Site IntegrationAutomatic Prospect Emailing Post Listing to Craigslist
Source: Upworthy via Slideshare
Social Sharing
Social By Design
Content
Source: http://www.quicksprout.com/blog/
Blog
Source: SearchEngineWatch.com
Guest Blogging
eBooks & Guides
Source: QuickSprout.com & KISSmetrics.com
Infographics
Personal Interaction
Attend
Present
Mingle
Conferences
Social Media
On-site Help & Surveys
Email Drip Campaigns
On-site Promo
Email Sign Up
Promote Product In-line
Social Proof
Bounce Capture
Technical
Source: Quicksprout
SEO
Source: Instagram via Mike Krieger
Lightning Fast UX
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