GROWTH HACKINGLEAN MARKETING for STARTUPS

The following is adapted from posts

by Dave McClure, Andrew Chen,

Noah Kagan, Mattan Griffel,

Conrad Wadowski, and other

growth hackers

“PS: I love you. Get your

free e-mail at ???”

In 1996 co-workers Sabeer Bhatia and Jack Smith started Hotmail

They raised $300,000 from investors

But Hotmail’s launch was

unimpressive, and their

growth strategy was to buy

billboards and radio ads

Investor Timothy Draper

had a better idea

Put “PS: I love you. Get your

free e-mail at Hotmail” at

the bottom of each e-mail

Within hours, Hotmail’s

growth took the shape of a

classic hockey stick curve

When they sold to Microsoft 1.5 years

after launch, Hotmail had 12 milllion

users (of 70 million internet users at the

time!)

This story is not an anomaly

What we’re gonna cover

today:

q What is Growth Hacking?

q Growth Hacking Best Practices

Most startups find themselves facing

the same problem

GROWTH HACKINGWHAT IS GROWTH HACKING?

You launch a product and...

nothing happens.

GROWTH HACKINGWHAT IS GROWTH HACKING?

What do you do?

GROWTH HACKINGWHAT IS GROWTH HACKING?

You’re in the trough of sorrow

GROWTH HACKINGWHAT IS GROWTH HACKING?

Enter the growth hacker, but WTF is

Growth Hacking?

GROWTH HACKINGWHAT IS GROWTH HACKING?

Growth hacking is a set of tactics

and best practices for dealing

with user growth

GROWTH HACKINGWHAT IS GROWTH HACKING?

GROWTH HACKINGLEAN MARKETING FRAMEWORK

Most companies only track 3 things:

Traffic >> Users >> Revenue

GROWTH HACKING

• The magic is what happens in betweeen.

• The key is to map out the user lifecycle for

your product.

LEAN MARKETING FRAMEWORK

GROWTH HACKINGLEAN MARKETING FRAMEWORK

GROWTH HACKINGLEAN MARKETING FRAMEWORK

You need to measure conversions at each step

GROWTH HACKINGANALYTICS

GROWTH HACKINGANALYTICSAt first, your numbers will be really shitty

GROWTH HACKINGANALYTICS RESOURCES• Mixpanel

• Kissmetrics

• Unbounce

• Optimizely

• Vanity

Highrise wanted to test out

different homepages to see if they

could increase account signups

GROWTH HACKINGA/B TESTING

GROWTH HACKING

They created a “long form”

sales letter page

A/B TESTING

GROWTH HACKINGA/B TESTING

And ran an A/B test

The long-form design saw a

37.5% increase in account

signups.

GROWTH HACKINGA/B TESTING

GROWTH HACKING

Then they created a

testimonial page

A/B TESTING

GROWTH HACKINGA/B TESTING

It performed better

than the long-form

page

Then they tried

combining both

GROWTH HACKINGA/B TESTING

GROWTH HACKING

The testing doesn’t stop there

A/B TESTING

GROWTH HACKINGBEST PRACTICES

Minimalism

GROWTH HACKINGBEST PRACTICES

Social sign-in, with option for email

GROWTH HACKINGBEST PRACTICES

Embed form on home page

GROWTH HACKINGBEST PRACTICES

Say you won’t post on their wall

GROWTH HACKINGBEST PRACTICES

Relevant faces (celeb, customer, friend)

GROWTH HACKINGBEST PRACTICES

An interesting waiting screen

GROWTH HACKINGBEST PRACTICES

At least tell them to expect a wait

GROWTH HACKINGBEST PRACTICES

Import phone contacts and address books early on

GROWTH HACKINGBEST PRACTICES

Big, clear calls to action

GROWTH HACKINGBEST PRACTICES

And again scrolling down...

GROWTH HACKINGBEST PRACTICES

Large, relevant images (they’re easier to design too)

GROWTH HACKINGBEST PRACTICES

Say “it’s free!”

GROWTH HACKINGBEST PRACTICES

Consistent calls to action, above the fold

GROWTH HACKINGBEST PRACTICES

Social proof: quantity

GROWTH HACKINGBEST PRACTICES

Social proof: people

GROWTH HACKINGBEST PRACTICES

Social proof: brands

GROWTH HACKINGRESOURCES• Watch Dave McClure’s Startup Metrics for Pirates

• Quora has boards on Growth Hacks and Growth Hacking

• Andrew Chen has psoted a list of notable growth hackers

• Coming soon: Growth Hacking Pro, 8 hrs, $128

GROWTH HACKINGGROWTH HACKING PRO• Landing pages with Unbounce

• Analytics with Mixpanel

• A/B Tests

• 10 Day Drip email campaigns

• Aquisition

• SEO

• Monetization