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Stacking the Odds for Authentic Growth

Sean EllisOctober 3rd, 2012Blog: Startup-Marketing.comTwitter: @SeanEllis

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Startup Growth Pyramid

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Authentic (Sustainable) Growth

• Understand must-have experience (MHX)

• Double down on enhancing MHX

• Calibrate hook & promise messaging

• Optimize flows to deliver MHX

• Personalize lifecycle management

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Must-Have experience

Hook, Promise

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Steps for Stacking the Odds

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Indentify Must Have Users

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Narrow Down Must Have Benefit

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Additional question for “Must Have” Users

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Understand Context of MH Benefit

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Convert to Must-Have Experience

Goals • Max % that reach MH experience• Desire – Friction = Conversion Rate• Build desire, reduce friction

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Must-Have

experience

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Understand Initial Intent/Desire

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Uncover Points of Friction

• User testing (live or online)• Example questions to ID conversion issues

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Optimize Conversions

Experiment to Max % to MHX• Combos of hooks & promise• Address conversion issues

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Macro Optimization Improves Odds

Must-Have

experience

Improves…

- Habit - Loyalty- Referrals

- Sales

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Micro Optimization Last

Default on macro, then segment

Micro is lifecycle management (per user)1. Enhance engagement

2. Encourage sharing

3. Drive sales

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Enhance Engagement for Converted

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When Ready Encourage Sharing

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When Ready Drive Sales

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Stack the Odds for Authentic Growth

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