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GROWTH HACKING Anirudh Narayan

Tools used for Growth Hacking

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GROWTH!HACKING !

Anirudh Narayan

GROWTH HACKING1. Product Analysis!

• Conversion Analysis!• Heat Maps & Live Interaction!• Landing Page!• A/B Testing!

2. Website Behavior!3. Individual Behavior!4. Product Management Tools!5. Project Management Tools!6. Social Tracking (Bitly, ClickToTweet)!7. Customer Development Tools

#growthhackingLATAM

GROWTH HACKING8. Acquisition Tools!

• Paid Marketing!• SEM!• Display!• Redirecting!• Content!• SEO!• Social!• Exit Intent!

9. Sales Tracking!10. Retention!11. Growth Hack Examples!12. Case Study

#growthhackingLATAM

GROWTH HACKING1. Product Analysis!

• Conversion Analysis !• Heat Maps & Live Interaction!• Landing Page!• A/B Testing!

2. Website Behavior!3. Individual Behavior!4. Product Management Tools!5. Project Management Tools!6. Social Tracking (Bitly, ClickToTweet)!7. Customer Development Tools

#growthhackingLATAM

PRODUCT ANALYSIS: CONVERSION ANALYSIS

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CONVERSION ANALYSIS: MIXPANELFeatures!

Conversion Analysis!Individual Customer Analysis!Retention Analysis!Notifications!Surveys!A/B Testing

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CONVERSION ANALYSIS: MIXPANEL

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MIXPANEL: FUNNEL CREATION

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MIXPANEL: FUNNEL CREATION

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MIXPANEL: FUNNEL CREATION

MIXPANEL: FUNNEL ANALYSIS

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MIXPANEL: FUNNEL ANALYSIS

MIXPANEL: INDIVIDUAL CUSTOMER ANALYSIS

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MIXPANEL: INDIVIDUAL CUSTOMER ANALYSIS

MIXPANEL: RETENTION ANALYSIS

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MIXPANEL: NOTIFICATIONS

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MIXPANEL: SURVEYS

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MIXPANEL: SURVEYS

MIXPANEL: A/B TESTING

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CONVERSION ANALYSIS: MIXPANEL PRICING

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CONVERSION ANALYSIS: MIXPANEL PRICING

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CONVERSION ANALYSIS: APSALARFeatures!

Cohort Analysis/ Funnel Analysis!Redirecting Measurement!Strong Support!Integration with other platforms

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APSALAR

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APSALAR: FEATURES

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APSALAR: PRICING

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Plan Pricing

Basic FREE

Business $999/month

Professional $1999/month

Enterprise CONTACT

GROWTH HACKING1. Product Analysis!

• Conversion Analysis!• Heat Maps & Live Interaction!• Landing Page!• A/B Testing!

2. Website Behavior!3. Individual Behavior!4. Product Management Tools!5. Project Management Tools!6. Social Tracking (Bitly, ClickToTweet)!7. Customer Development Tools

#growthhackingLATAM

INSPECTLET: HEAT MAPS

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Eye Tracking heat maps

Mouse Click heat maps

INSPECTLET: HEAT MAPS

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INSPECTLET: LIVE INTERACTION

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INSPECTLET: PRICING

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CRAZY EGG: HEAT MAPS

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CRAZY EGG: HEAT MAPS

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HEATMAPS.IO

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HEATMAPS.IO

#growthhackingLATAM

GROWTH HACKING1. Product Analysis!

• Conversion Analysis!• Heat Maps & Live Interaction!• Landing Page!• A/B Testing!

2. Website Behavior!3. Individual Behavior!4. Product Management Tools!5. Project Management Tools!6. Social Tracking (Bitly, ClickToTweet)!7. Customer Development Tools

#growthhackingLATAM

TOOLS

HIGH CONVERTING LANDING PAGE

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INSTAPAGE

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INSTAPAGE: PRICING

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UNBOUNCE

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UNBOUNCE: PRICING

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LEAD PAGES

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LEAD PAGES PRICING

GROWTH HACKING1. Product Analysis!

• Conversion Analysis!• Heat Maps & Live Interaction!• Landing Page!• A/B Testing!

2. Website Behavior!3. Individual Behavior!4. Product Management Tools!5. Project Management Tools!6. Social Tracking (Bitly, ClickToTweet)!7. Customer Development Tools

#growthhackingLATAM

A/B TESTING

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A/B TESTING

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A/B TESTING

Optimizely!• Testing!• Personalization!• Analytics!• Targeting!• Platform

A/B TESTING

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A/B TESTING

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A/B TESTING: GOOGLE CONTENT EXPERIMENTS

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A/B TESTING: GOOGLE CONTENT EXPERIMENTS

A/B TESTING: GOOGLE CONTENT EXPERIMENTS

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1. Choose Objective!2. Identify Original & Variation of pages!3. Add Experiment Code to Original Page!4. Review & Launch Experiment

GROWTH HACKING1. Product Analysis!

• Conversion Analysis!• Heat Maps & Live Interaction!• Landing Page!• A/B Testing!

2. Website Behavior!3. Individual Behavior!4. Product Management Tools!5. Project Management Tools!6. Social Tracking (Bitly, ClickToTweet)!7. Customer Development Tools

#growthhackingLATAM

WEBSITE BEHAVIOR: GOOGLE ANALYTICS

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WEBSITE BEHAVIOR: GOOGLE ANALYTICS

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Tracking:!Funnel Analysis | Page Depth Analysis!Bounce Rate, Time Spent, Exit Rates!Demographic Information!E-commerce Conversion Rates!Source, Medium & Channel Analysis

GROWTH HACKING1. Product Analysis!

• Conversion Analysis!• Heat Maps & Live Interaction!• Landing Page!• A/B Testing!

2. Website Behavior!3. Individual Behavior!4. Product Management Tools!5. Project Management Tools!6. Social Tracking (Bitly, ClickToTweet)!7. Customer Development Tools

#growthhackingLATAM

#growthhackingLATAM

INDIVIDUAL BEHAVIOR: KISSMETRICS

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INDIVIDUAL BEHAVIOR: KISSMETRICS

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INDIVIDUAL BEHAVIOR: KISSMETRICS

INDIVIDUAL BEHAVIOR: KISSMETRICS

#growthhackingLATAM

GROWTH HACKING1. Product Analysis!

• Conversion Analysis!• Heat Maps & Live Interaction!• Landing Page!• A/B Testing!

2. Website Behavior!3. Individual Behavior!4. Product Management Tools!5. Project Management Tools!6. Social Tracking (Bitly, ClickToTweet)!7. Customer Development Tools

#growthhackingLATAM

PRODUCT MANAGEMENT

PIVOTAL TRACKER

PRODUCT MANAGEMENT

Impact versus Technical Ease

GROWTH HACKING1. Product Analysis!

• Conversion Analysis!• Heat Maps & Live Interaction!• Landing Page!• A/B Testing!

2. Website Behavior!3. Individual Behavior!4. Product Management Tools!5. Project Management Tools!6. Social Tracking (Bitly, ClickToTweet)!7. Customer Development Tools

#growthhackingLATAM

PROJECT MANAGEMENT

#growthhackingLATAM

PROJECT MANAGEMENT

GROWTH HACKING1. Product Analysis!

• Conversion Analysis!• Heat Maps & Live Interaction!• Landing Page!• A/B Testing!

2. Website Behavior!3. Individual Behavior!4. Product Management Tools!5. Project Management Tools!6. Social Tracking (Bitly, ClickToTweet)!7. Customer Development Tools

#growthhackingLATAM

SOCIAL TRACKING

#growthhackingLATAM

GROWTH HACKING1. Product Analysis!

• Conversion Analysis!• Heat Maps & Live Interaction!• Landing Page!• A/B Testing!

2. Website Behavior!3. Individual Behavior!4. Product Management Tools!5. Project Management Tools!6. Social Tracking (Bitly, ClickToTweet)!7. Customer Development Tools

#growthhackingLATAM

CUSTOMER DEVELOPMENT TOOLS

CUSTOMER PERSONAS

CUSTOMER PERSONAS

#growthhackingLATAM

GROWTH HACKING8. Acquisition Tools!

SEM/SEO !Redirecting Platform!Content Marketing!Social!Exit Intent!

9. Sales Tracking!10. Retention Tools!11. Growth Hack Examples!12. Case Study

#growthhackingLATAM

TRACKING TOOLS: PAID MARKETING!!Search Engine Marketing

!!Search Engine Optimization:

GROWTH HACKING8. Acquisition Tools!

SEM/SEO !Redirecting Platform!Content Marketing!Social!Exit Intent!

9. Sales Tracking!10. Retention Tools!11. Growth Hack Examples!12. Case Study

#growthhackingLATAM

ACQUISITION: REDIRECTING PLATFORM

HANDY PLATED

GROWTH HACKING8. Acquisition Tools!

SEM/SEO !Redirecting Platform!Content Marketing!Social!Exit Intent!

9. Sales Tracking!10. Retention Tools!11. Growth Hack Examples

#growthhackingLATAM

ACQUISITION TOOLS: CONTENT

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GROWTH HACKING8. Acquisition Tools!

SEM/SEO !Redirecting Platform!Content Marketing!Social!Exit Intent!

9. Sales Tracking!10. Retention Tools!11. Growth Hack Examples!12. Case Study

#growthhackingLATAM

TRACKING TOOLS: SOCIAL

SOCIAL ANALYTICS

GROWTH HACKING8. Acquisition Tools!

SEM/SEO !Redirecting Platform!Content Marketing!Social!Exit Intent!

9. Sales Tracking!10. Retention Tools!11. Growth Hack Examples !12. Case Study

#growthhackingLATAM

TOOLS!

ACQUISITION: EXIT INTENT

GROWTH HACKING8. Acquisition Tools!

SEM/SEO !Redirecting Platform!Content Marketing!Social!Exit Intent!

9. Sales Tracking!10. Retention Tools!11. Growth Hack Examples!12. Case Study

#growthhackingLATAM

SALES TRACKING TOOLS

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GROWTH HACKING8. Acquisition Tools!

SEM/SEO !Redirecting Platform!Content Marketing!Social!Exit Intent!

9. Sales Tracking!10. Retention Tools!11. Growth Hack Examples !12. Case Study

#growthhackingLATAM

RETENTION

#growthhackingLATAM

GROWTH HACKING8. Acquisition Tools!

SEM/SEO !Redirecting Platform!Content Marketing!Social!Exit Intent!

9. Sales Tracking!10. Retention Tools!11. Growth Hack Examples!12. Case Study

#growthhackingLATAM

Examples of Growth Hacks

EXAMPLE OF GROWTH HACKS: ROCKET INTERNET

VALIDATING DEMAND

EXAMPLE OF GROWTH HACKS: ROCKET INTERNET

VALIDATING DEMAND

EXAMPLE OF GROWTH HACKS: ROCKET INTERNET

EMAILS AT FRIDAY, 2 PM

!CASH ON DELIVERY!!

EXAMPLE OF GROWTH HACKS: ROCKET INTERNET

250 WORKSHOPS. 120 CITIES. 50,000 ENTREPRENEURS.

EXAMPLE OF GROWTH HACKS: LEAN STARTUP MACHINE

Unlock Cities: Validating Demand!

EXAMPLE OF GROWTH HACKS: LEAN STARTUP MACHINE

Growing with Media Partners

EXAMPLE OF GROWTH HACKS: LEAN STARTUP MACHINE

!Building Organizer Personas!

!

EXAMPLE OF GROWTH HACKS: LEAN STARTUP MACHINE

!Building Organizer Personas!

!

EXAMPLE OF GROWTH HACKS: LEAN STARTUP MACHINE

!Creating exclusivity!!

EXAMPLE OF GROWTH HACKS: LEAN STARTUP MACHINE

!Creating pressure!!

EXAMPLE OF GROWTH HACKS: LEAN STARTUP MACHINE

!Drip Campaigns!!• Create great content • Educate crowd • Explain what to expect

EXAMPLE OF GROWTH HACKS: LEAN STARTUP MACHINE

EXAMPLE OF GROWTH HACKS: LEAN STARTUP MACHINE

!Create sharing opportunities!!

!Create sharing opportunities!!

EXAMPLE OF GROWTH HACKS: LEAN STARTUP MACHINE

6% Increase in Sales

ACQUISITION: EXIT INTENTQuickMVP

ACQUISITION: EXIT INTENTSkillfeed

Create sharing opportunities!

EXAMPLE OF GROWTH HACKS: LEAN STARTUP MACHINE

A/B Test: Overlay MessagingBounce Exchange: Home Page (Exit Intent)

+13% conversion for 65,000 Tutorials

2X conversions with Type A

Type A Type B

A/B TESTING: New v/s Old Design

+ 9% conversion with Type B (Left Rail)

A/B TESTING: Rails versus Old Rails

Type A Type B

Pick Up Marketing Skills > Become a skilled marketer

A/B TESTING: Twitter Ads

Be an Entrepreneur > Learn Entrepreneurship

A/B TESTING: Facebook Ads

A/B TESTINGBounce Exchange: Home Page (Exit Intent)

+13% conversion for 65,000 Tutorials

2X conversions with Type A

A/B TESTING

Type A Type B

GROWTH HACKING8. Acquisition Tools!

SEM/SEO !Redirecting Platform!Content Marketing!Social!Exit Intent!

9. Sales Tracking!10. Retention Tools!11. Growth Hack Examples!12. Case Study

#growthhackingLATAM

CASE STUDY

#growthhackingLATAM

CASE STUDY: EXAMPLE• What is Skillfeed? • Competitor Analysis • Defined Business Model, OKR’s & Metrics • Defined Funnel • User Personas • Tools Used • Analyzed Data 1. Top 25 countries conversion rates 2. Exit Reasons 3. Video Viewing Data 4. Demographic & Interest 5. Marketing Channel Data 6. Content consumed within platform 7. Churn, LTV, Net Adds, Annual v/s Monthly 8. Email Open Rates & Conversions

!• Experiments Run

#growthhackingLATAM

CASE STUDY: EXAMPLE• How can we differentiate ourselves from our competitors? !

• What kind of customers would you concentrate on? !

• Build the funnel, what metric would you concentrate on? !

• How can we reduce churn? (See Exit Reasons) !

• How would you reach your revenue goal ? !

• How would you improve retention and then life time value? !

• What kind of tests would you run? !

• How can we improve our referrals?#growthhackingLATAM

CASE STUDY: SKILLFEED

#growthhackingLATAM

CASE STUDY: COMPETITORS

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SKILLFEED: FUNNEL ANALYSIS

ACQUISITION (Email Address)

ACTIVATION (Free Trials)

RETENTION (Retained Paid Users)

REFERRAL (# of people being referred)

REVENUE !(Monthly/Annual)

#growthhackingLATAM

CASE STUDY: CUSTOMER PERSONAS

CASE STUDY: CUSTOMER PERSONAS

#growthhackingLATAM

CASE STUDY: DEFINED METRICS

Annual Revenue (SAAS) = Function {} !

• Browse Accounts (Give email but not credit card) • Free Trials (Credit card) • Existing Paying Customers (Ec) • New Paying Customers (Nc) • Net Adds • Churn (C) • Life Time Value

#growthhackingLATAM

CASE STUDY: TOOLS USED

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CASE STUDY: ANALYZED DATA

Analyzed Data: !!

1. Top 25 countries conversion rates 2. Exit Reasons 3. Video Viewing Data 4. Demographic & Interest 5. Marketing Channel Data 6. Content consumed within platform 7. Churn, LTV, Net Adds, Annual v/s Monthly 8. Email Open Rates & Conversions

#growthhackingLATAM

A/B TESTINGBounce Exchange: Home Page (Exit Intent)

+13% conversion for 65,000 Tutorials

2X conversions with Type A

A/B TESTING

Type A Type B

CASE STUDY: EXPERIMENTS RUN

• Churn: Extending Free Trial (7 days v/s 30 days v/s 60 days)!!

• Activation: Activating browse account users!!

• Acquisition: New Marketing Channels (Content, Twitter, FB)!!

• Acquisition: Exit Intent (A/B Testing)!!

• Acquisition: Old Design v/s New Design!!

• Acquisition: Cross Promotion With Other Products

#growthhackingLATAM

CASE STUDY: EXPERIMENTS RUN

• Retention (Better User Ex): Creating New Taxonomy!!

• Retention: Making Product More Goal Oriented (Emails)!!

• Retention: Improving Curation of Videos!!

• Acquisition: Selling Through Instructors!!

• Acquisition: $1 for 60 days Free Trial

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STEP 1: ANALYZE CURRENT DATA

STEP 2: IDENTIFY AREAS OF IMPROVEMENT

STEP 3: DECIDE METRIC

STEP 4: SETUP AND RUN EXPERIMENT!

STEP 5: Analyze ResultsSTEP 5: ANALYZE RESULTS!

STEP 6: Pivot or Persevere

THANKS

• Twitter: @anistartup !

!

• Email: [email protected]

#growthhackingLATAM