High Tempo Testing-a system for growth

Michał, welcome to the team!

Last time:◉ Pirate Metrics are Acquisition, Activation,

Retention, Revenue, Referral (AARRR!!!!)◉ Each customer segment/channel is different and

should be treated accordingly - aka should have its own, different AARRR factors

◉ You should find 3 channels:Best performing (%)Largest volume (#)Lowest cost ($)

◉ There is qualitative and quantitative data analysis

Next meetings will focus on:◉ Pirate Metrics Workshop◉ Tests and Experiments◉ B2B◉ B2C

How long will it take today?

What will we cover today?

How to be smart in managing growth?

Testing - this is the key to success!

You have to test new solutions to improve your funnel (AARRR) quickly and cheaply and scale what works.

Test to discover vs. test to optimize

In order to grow - you must know in which direction, have the proper framework and implement tests in an agile way.

Build

TestAnalyse

Ok, what are the three things crucial for growth?

Process TeamSyste

m

Tell me more about the process!

How to start?

First - set up goals to achieve, metrics, strategy (for M,Q or Y)

◉Which funnel level are we working on? (like activation)

◉What are we strong at? (i.e. SEO, SEM)

◉What budget do we have?◉What overall company goals to

achieve? (i.e. revenue increase 50% YoY)

◉What do we measure? What’s growth for us?

Second - build a repeatable and scalable machine, that looks like this

Ideation

Prioritisation

Experiments

Analysis

Build a backlog of ideas

Experiment Doc:1. What is the test?

2. What was the hypothesis?3. What was the experiment

configuration?4. What were the texts, graphics

5. Did it succeed or not?6. Why did it (not) work?7. What can we improve?8. What have we learned

Where to find ideas?

◉Watch the competition◉Read, read, read and again - read a lot

(growthhackers.com , medium.com, Quora etc.)

◉Brainstorm◉Organize workshops◉Use external advisors◉Ask the entire company to participate

Who here wants to grow their business?

Each idea has to have a hypothesis and KPIs

So you know if it failed or succeeded - based on data

Scoring - we suggest the ICE score

ImpactConfidenceEase

Impact (potential impact) Confidence (how certain are you

that it will work)Ease (how easy is to introduce it)

On a scale of 1-10+ working hours, if needed

+ anything that suits an organisation

They all have to focus on how will they move the One-Metric-That-Matters (OMTM)

+ Each idea should be linked to particular level

of a funnel (AARRR)

How to prioritize ideas?

How to test them?

Each test must have a hypothesis, which we are

verifying

For example: We have X traffic from Facebook a week (no ads) and we want to

improve it. I think we should increase the number of posts x2 daily and the traffic will increase

by 50%.

Weekly tempo goal (ie. 3 tests a week) – depending

on the team

Crucial– total focus on the sprint tasks

How to analyze results and draw conclusions?

Did it work, did it not work, we don’t know?

Ok, we know about the process, now let’s

systemize the tests!

Tell me more about the System!

Each test has to be analyzed and described,

keep learning!

Weekly growth meeting – Settling on the priorities and growth coordination

Growth Meeting agenda:● 15 min: KPI review and update focus

arena● 10 min: Review last week’s testing

sprint● 15 min: Key lessons learned from

analyzed tests● 15 min: Select tests for this week’s

sprint● 5 min: Check growth of ideas backlog

Tools

Ideation

Prioritisation

Experiments

Analysis

Idea Backlog

Ideation

Prioritisation

Experiments

Analysis

Trello (Growth Template)

Ideation

Prioritisation

Experiments

Analysis

Analytics

Ok, we know the process and the system, but what about the growth team?

Let’s go back to definitionof Growth Hacking

Who else?

It depends.

SEO PPC Email CRO Product

SEO guyDevContentAnalytics

Ads guyDevGraphicAnalytics

Email guyDevContentAnalytics

DevAnalyticsUX

DevUXAnalytics

‘Growth Master’Someone who’s making sure, you’re

focusing only on growth

DeveloperFront-end / Full Stack /

Full Stack Overflow

‘Growth Master’Someone who’s making sure, you’re

focusing only on growth

DeveloperFront-end / Full Stack /

Full Stack Overflow (joke)

‘Growth Master’ Developer

Analyst

‘Growth Master’ Developer

Analyst Graphic designer

‘Growth Master’ Developer

Analyst Graphic designer SEO Specialist

‘Growth Master’ Developer

Analyst Graphic designer SEO Specialist Content Writer

‘Growth Master’ Developer

Analyst

UX/UI designer

Graphic designer SEO Specialist Content Writer

‘Growth Master’ Developer

Analyst

UX/UI designer Email Marketer

Graphic designer SEO Specialist Content Writer

‘Growth Master’ Developer

Analyst

UX/UI designer Email Marketer

Graphic designer SEO Specialist

Community Expert

Content Writer

‘Growth Master’ Developer

Analyst

UX/UI designer Email Marketer

Graphic designer SEO Specialist

Community Expert PPC Specialist

Content Writer

Growth Team might therefore consist of 1 - 2 - 3 - 4 - ∞*

Growth Team might therefore consist of 1 - 2 - 3 - 4 - ∞*

* but remember you’ll need to manage them, so infinity is not a good idea. Up to a few people full time (4 - 6) should be enough in most cases

No matter the size, some things must be jointly shared

Is your funnel leaking?

Examples

3012

110

60

48

39

3012

110

60

48

39 1.3%

3.6%

2%

1.6%

5412

641

358

12

120

5412

641

358

12

120

11.8%

6.6%

0.22%

2.2%

7612

4301

3127

1275

134

7612

4301

3127

1275

134

56.5%

41%

16.7%

1.7%

7612

4301 56,5%

3127 72,7%

1275 40,77%

134 10,5%

5871

763

143

83

53

5871

763

143

83

53

13%

2.4%

1.4%

0.9%

5871

763 13%

143 19%

83 58%

53 64%

LogMeIn Case Study

3 step goal:1.Register your details2.See download page3.Download the

software

Problem90% drop-off at the download step

The team ran dozens of tests focusing on improving the button’s appeal. Nothing seemed to reverse the trend.

So they decided to do some qualitative research to come up with new hypotheses. It turns out they didn’t have to ask many people.

There was a clear theme that was killing their Activation numbers.

People didn’t believe the product was free. They thought it was too good to be true.

Based on their new insight, they added a second button. This button was to download a free trial of the paid version of the software.

They hadn’t offered the paid version during the signup process before (probably because you’d assume that would hurt conversion).

The result?

300% improvement!

How to do it in your business?

1. Goal setting is critical to sustainable growth

2. Focus on high leverage goals

3. Communicate goals widely

4. Follow growth hacking process to achieve goals

What can you do?

Figure out your:Best performing (%)Largest volume (#)Lowest cost ($)

Maximize your return from these 3 channels.

Find out where are the leaks in these funnels

Stalking?

Or talking to find out where is the obstacle?

Spare less attention to the other channels

Most important sentence of the day!

You won’t know until you test it!

To sum it up:◉ Growth is built on proper

Process, People and Systemization

◉ The process should consist of Ideation, Prioritization, Experimentation and Analysis

◉ Focus on the areas where you can have the biggest impact

Next timePirate Metrics Workshops

Q&A

Thanks for coming!Let’s have a beer together now!

3 steps to success

Any questions ?You can find us at◉ tomzduda@gmail.com◉ a.p.wesolowski@gmail.com◉ michal@webgrowth.com

Thanks!