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Biz Growth Hacking 2014 04 DE JUNIO 2014
Pol Valls Soler @polvallssoler
Less Budget, More Creativity, More Automation -> Maximize Outp
Growth Hacking
Growth Hacking based on pirate metrics
MAARRRketing for startups
ACQUISITION
Users come to the site; you have their attention
ACTIVATION
User performs some key activity that indicates a good first visit
RETENTION
User continues to do that key activity indicating they like your product
REFERRAL
User gets other users to join
REVENUE
User pays you
AARRR Funnel: Customer Lifecycle / Conversion Behavior
AARRR Funnel: Customer Lifecycle / Conversion Behavior
BLOG EXAMPLE
Acquisition - users come to the site and stay for at least 2 minutes
Activation - user signs up for RSS/newsletter
Retention - user reads at least one post a week or opens the newsletter
Referral - user promotes your blogs contests and drives traffic
Revenue - user buys your ebook
Different landing pages according to traffic source (Search Engines for SEO –> Footer vs Direct Traffic -> No footer)
Groupon ACQUISITION
Caution! Use at your own risk! This is cloaking!
Groupon ACTIVATION & RETENTION
Groupon RETENTION
Groupon REFERRAL Sharing is in Groupon’s DNA
Linkedin ACTIVATION
Gamification example:
Linkedin RETENTION & REFERRAL
Linkedin REVENUE
Linkedin ACQUISITION & REFERRAL
This person passed away about a year ago. For the majority of her life, she ran a small hardware shop and she barely understood email, let alone LinkedIn.
From Linkedin’s People You May Know page…
(NOT THE BEST THING TO DO… people can hate you)
Dropbox ACQUISTION Signup driven homepage:
before after
Dropbox REFERRAL Sharing simplicity and availability on Multiple Devices & Platforms:
Dropbox REFERRAL & REVENUE
Get more space
Dropbox ACQUISTION & REFERRAL Dropbox Great Space Race!
Dropbox REFERRAL & REVENUE
Dropbox growth hack in numbers…
1. September 2008: 100,000 registered users
2. January 2010 (15 months later): 4,000,000
3. Mostly from word-of-mouth and viral:
•35% of daily signups from referral program
•20% from shared folders, other viral features
•Sustained 15-20%+ month-over-month growth since launch
Panda 4.0
Panda 4.0 victim
Panda 4.0 victim
It doesn’t need to be online (initially)
It doesn’t need to be online (initially)
It doesn’t need to be online (initially)
It doesn’t need to be online (initially)
It doesn’t need to be online (initially) - 1 Private domain (forwarded to affiliate link) - made a very easy domain name - $23 - 1,000 copies (cut into 4 = 4,000 flyers) - $40 - 2 custom tshirts - $50 - 2 promo girls ($20/hr each x 4 hrs = 8 hours total) - $160 - 2 accounts on the hook up site (trial) - $10 Total Advertising Cost = $283 Hand out all 4,000 flyers + do some heavy flirting
It doesn’t need to be online (initially) - 1 Private domain (forwarded to affiliate link) - made a very easy domain name - $23 - 1,000 copies (cut into 4 = 4,000 flyers) - $40 - 2 custom tshirts - $50 - 2 promo girls ($20/hr each x 4 hrs = 8 hours total) - $160 - 2 accounts on the hook up site (trial) - $10 Total Advertising Cost = $283 Hand out all 4,000 flyers + do some heavy flirting Got 118 conversions (2,95% conversion rate) -> 118 x $45 payout = $5,310 Revenue - $283 cost
= $5,027 PROFIT!
ACQUISITION: SEO hacks
ACQUISITION
ACQUISITION hack
Caution! Use at your own risk! This is cloaking!
-> ->
ACQUISITION hack
Caution! Use at your own risk! This is cloaking!
-> ->
ACQUISITION hack
Caution! Use at your own risk! This is cloaking!
-> ->
ACQUISITION
1- Setup domain with a WordPress news theme. 2- Hire writers to rewrite news articles for $2 each. (Avoid copying to ensure “journalistic quality”.) 3- Start with 150 back-dated articles to show that the site has some momentum. 4- Setup a nice logo and real phone number. 5- Double check that the site complies with the Google webmaster guidelines. 6- Submit for approval.
ACQUISITION & REFERRAL
From advertising here…
PS: I Love You. Get Your Free Email at Hotmail
ACQUISITION & REFERRAL
To simply writing this footer on each email…
ACQUISITION & REFERRAL
And here are the results:
ACQUISITION & REFERRAL (Through viral content)
ACQUISTION, ACTIVATION, RETENTION & REFERRAL
ACQUISTION, ACTIVATION & RETENTION
Reverse Engineered App Store’s ranking algorithm (approximation)
AppStore Ranking = H + D + R + E + S H = # of installs weighted for the past few hours D = # of installs weighted for the past few days R = Reviews (star rating + number of reviews) E = Engagement (# of times app opened etc.) S = Sales ($)
Luck? AppStore Bot? Dark pattern?
ACQUISITION, REFERRAL & REVENUE
ACQUISITION & PROFIT
REFERRAL
REFERRAL
REFERRAL
REVENUE & PROFIT
REVENUE & PROFIT
REVENUE & PROFIT
REVENUE & PROFIT
Unlock all books is the clear top revenue generator.
REVENUE & PROFIT
The $144,146,165 Button
REVENUE & PROFIT
The $144,146,165 Button
REVENUE & PROFIT The $144,146,165 Button
When cabs were cash only, the average tip was roughly 10%. After the introduction of this system, the tip percentage jumped to 22%. Those
three buttons resulted in $144,146,165 of additional tips per year.
When Growth Hacking Goes Fail Hacking
Path Facebook blocked Path’s “Find Friends” access following spam controversy
Path Path texts your entire phonebook
Glide Same…
Tinder Same…
Rap Genius: No SEO Genius
Rap Genius: No SEO Genius
Rap Genius fell from around 700,000 uniques a day to around 100,000.
Rap Genius: No SEO Genius Google recommends a 4-step approach to fixing the problem:
1. Download a list of links to your site from Webmaster Tools.
2. Check this list for any links that violate our guidelines on linking.
3. For any links that violate our guidelines, contact the webmaster
of that site and ask that they either remove the links or prevent them
from passing PageRank, such as by adding a rel="nofollow" attribute.
4. Use the Disavow links tool in Webmaster Tools to disavow any links
you were unable to get removed.
But they had a MASSIVE problem… so they had to write a scraper to
analyze 178k URLs using concurrency on a Heroku cloud. #NOTBAD
Facebook Fraud
Facebook Fraud
Gracias
@polvallssoler
linkedin.com/in/polvallssoler
slideshare.net/polvallssoler
Reddit for spanglish geeks: http://zumogeek.com/ iOS app for discovering people nearby: http://joinerapp.com/
Moneda Catalana (Catalan Cryptocurrency): http://moneda.cat/ Feel Real Estate Barcelona Property: http://feelrealestate.com/
Co-creator of:
Advising entrepreneurs at La Salle Technova Barcelona
