1twitter @meetsamir / Copyright Samir Patel
Redpoint eventures, São Paulo, Brazil
2twitter @meetsamir / Copyright Samir Patel
About Samir
• Founder, CEO of DoRevolution and Growth Mentor at
500Startups Silicon Valley, Optimized $1B+ in Ads.
Founder of SearchForce and pioneer to apply Wall Street Analytics
and Quantitative Trading Techniques to Advertising for Portfolio
Optimization. He raised $10M+ in financing, developed a
Cross-Channel Optimization SaaS Platform Based and took the
company to profitability.
• Patel has managed clients with some of the world largest ad
budgets such as Salesforce.com, Priceline, Experian, Oracle, AT&T
YellowPages, Progressive and Scottrade.
• Growth seminars at 500Startups, General Assembly, UC Berkeley,
TERA and at several top-tier VC firms around the world. Upcoming
book on Growth Hacking.
• MBA in Brand Marketing from Cornell's Johnson School of
Business.
3twitter @meetsamir / Copyright Samir Patel
Samir Patel
President & CEO,
DoRevolution
Growth Mentor @500Startups
Tweet@meetsamir
Blog is at DoRevolution.com
Connect on Linkedin
4twitter @meetsamir / Copyright Samir Patel
DoRevolution ~ McKinsey For
Growth• We provide Channel Management
– Google Adwords
– Facebook Ads
– Mobile Advertising
– Retargeting
– SEO : On-page & Off-page
– Analytics: Google Analytics, Mixpanel, Kissmetrics
• Growth Training for CEO’s, CMO’s and Staff
– Training Bootcamps for Startups & Growth
companies
– Moneyball for VC’s : Creating Analytics platform to
invest to get higher returns
5twitter @meetsamir / Copyright Samir Patel
Dave McClure Startup
Ecosystem
5
• 1,000 Bootstrap Startups ($0-10K)
• = 1,000 Parents/Garages/Basements @ $0-500/mo food+rent
• 300 Accelerator Startups ($10-100K)
• = 10-20 Accelerators @ $1-5M/yr, 20-50 co’s/yr
• 100 Seed-Stage Startups ($100K-$1M)
• = 5-10 Micro-VC Funds @ $10-30M/yr, 10-20 co’s/yr
• 30 Series A/B Startups ($1-10M)
• = 3-5 Early-Stage Funds @ $25-100M/yr, 5-10 co’s/yr
• 10 Later-Stage Companies ($10-100M)
• = 2-3 Later-Stage Funds @ $50-250M/yr, 3-5 co’s/yr
• 1-3 Mature Company IPOs ($100M+)
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- McKinsey & Company
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- McKinsey & Company
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Growth Trumps All Metrics
8
• High growth companies return 5X more to
share holders
• Growth predicts long-term success
• SuperGrowers (growth rate >60%) when
reached $100M were 8X more likely to reach
$1B than ones <20% growth rate
• Growth matters more than margin or cost
structure. Increases in revenue growth rates
drive 2X as much market cap gains
- McKinsey & Company
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ACTION
Grow Fast
or
Die Slow
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A Zillion Ways to Acquire Users
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Platforms 2.0Search, Social, Mobile,
Video, Messaging
$100M+ Users Available
~ Dave McClure
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SEO is not JUST SEO
~ Rand Fishkin, Wizard, Moz
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Website.com
Emails &
widgets
Campaigns,
Contests
Biz DevAds, Lead Gen,
Subscriptions, etc
Homepage /
Landing Page
Product
Features
1. ACQUISITION
SEOSEM
Apps &
Widgets
Affiliates
PR Biz
Dev
Campaigns,
Contests
Direct, Tel,
TV
Social
NetworksBlogs
Domains
Emails &
Alerts
Blogs,
Content
System Events &
Time-based Features
~ Dave McClure, 500Startups
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14
No Silver Bullet
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It's the question, Neo. It's the
question that drives us - Matrix
How much growth do we need, and how
quickly do we need it?
How much growth is left in our core
markets?
How secure are we in our core markets?
What opportunities do we have to expand
our current businesses and to generate
more cash
to invest in growth?
16twitter @meetsamir / Copyright Samir Patel
Identify Your Target Market
• What do your favorite customers have in
common? Who else would you like to
bring in?
• Consider:
– Which few distinct groups of people would
you like to bring in? What are their age ranges
and interests? Where do they live?
– How can your business help them?
– Would one group be more interested in trying
out specific products, a sale or a timely offer?
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Establish your goals
• Increase in-store sales - Increase foot traffic and make it easier for people to find and share information about your business.
• Increase online sales - Find new customers and deepen relationships with people who’ll click through and buy.
• Launch a new product - Generate excitement and maintain momentum around a new product or service.
• Build Awareness - Express what makes your business unique and stay top-of-mind for future product decisions.
• Promote your mobile App - Get your app into the hands of the right people and keep them engaged.
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Whoever gets 50+ photos
of slides and tweets it out
in next 3 hours WILL will
WIN two hours of my time
over skype which is =
$1000+ of value. Win $1000 in 30 Minutes!
Let’s GO. 99 Hacks in 90 Minutes!!
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ACTION
Set Clear Quantifiable Goals. Think Attribution.
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Hack#1 : BOTS Take Over Social
Selling
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Automate Visits to Profiles
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Profile Current & Clear Action
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Report from 3AM this morning
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ACTION # 3
Think Hustle.
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8 Qualities of World Class Growth
Teams• Possess Data-Driven Thinking
• Rapid Learners of Dynamically Changing
Marketing Channels and Growth Platforms
• Understand Growth Process
• Are Highly Product-Savvy
• Have a Hustle Mindset
• Possess a Cross-Disciplinary Skillset
• Connect Marketing to Product Development
• Possess Technical Acumen
• Hiring connections
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Traffic Acquisition
Market Research & User Feedback
Email Marketing
Competitive Research Tools Sales Intelligence
Lead & Customer Acquisition
AB / Multivariate Testing
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Hack#3 : Marketing Strategy
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Hack#4 : Brand Experience
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Hack #5 : Lean Canvas Hack
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Hack#6 : Themeforest + Fiverr +
Wordpress
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Hack#7 : Six Killers of Mobile
Sites
1. Unplayable videos
2. Faulty redirects
3. Smartphone-only 404s
4. App download interstitials
5. Irrelevant cross-linking
6. Page speed
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Hack#8 : Wordpress +
Yoast
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Hack#9 : Buzzsumo for Content
Strategy
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Hack#10 : Outsource Content
Writing
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Hack# 11 : Link Twitter Bio
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Hack#12 : Pay Using a Tweet
Provides users access to your content,
product, or service once they’ve tweeted or
posted about it
Impact on Growth:
• Invite people to pay with a post across
major social media channels
• Measure traffic, conversions, click and
geo data
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Hack# 13 : Nimble, Social Signals
Hack
Consolidates your contacts, email, social signals,
activities and follow-ups from everywhere, allowing
you to manage your relationships more effectively.
Impact on Growth:
• Easily manage contacts across multiple channels
• Tracks the complete history you and your contact
share—on every channel
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Hack# 14 : Moat
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Hack#15: Moz Links Explorer
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Hack#16: SpyFu
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Hack#17: BuiltWith
DoubleClick, Twitter Ads, AdRoll, RocketFuel, MailChimp, AppNexus, GA, CloudFront etc
47twitter @meetsamir / Copyright Samir Patel
Hack#18: KeywordTool.io
48twitter @meetsamir / Copyright Samir Patel
Hack#19: QuickSprout
49twitter @meetsamir / Copyright Samir Patel
Hack#20: ListBuilder
A free way to collect the email addresses of
users who visited your site.
Impact on Growth:
• Build your subscriber list and easily
download it as a CSV
• Integrates with other email services and
allows you to use your own custom email
form
50twitter @meetsamir / Copyright Samir Patel
Hack#21: Long Copy Hack
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Hack #22: SellHack
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• Unplayable videos
• Faulty redirects
• Smartphone-only 404s
• App download interstitials
• Irrelevant cross-linking
• Page speed
Hack #23 : Mobile Site Killer
Hacks
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1. Mobile Bid Adjustments : Need to get on top
positions because of form factor, bid higher for
location based targeting.
2. Mobile Preferred Ads : Separate mobile/desktop,
Call directly or provide a promotion based on time.
Different URL for mobile.
3. Call Extensions: Ad scheduling based on call
center, Your own number or Google’s forwarding
number
4. On Site Call Conversions: Track calls from phone
number embedded on website when users need to
reach more before they buy
Hack #24 : Mobile SEM Hacks
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Hack #25 : Exit Intent Hack
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Hack #26 : Deploy Inbound
Software
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Hack # 27
Keep a Growth Hack Action
Playbook for each person in your
team.
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Hack #28 : Customer Lifecycle: 5 Steps to
Success
• Acquisition: users come to the site from various channels
• Activation: users enjoy 1st visit: "happy" user experience
• Retention: users come back, visit site multiple times
• Referral: users like product enough to refer others
• Revenue: users conduct some monetization behavior
AARRR!
~ Dave McClure, 500Startups
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Hack # 29 Measure Conversion Metrics(note: *not* actuals; your mileage may vary…)
Category User Status Conv % Est. Value
Acquisition Visit Site
(or landing page, or external widget)
100% $.01
Acquisition Doesn't Abandon
(views 2+ pages, stays 10+ sec, 2+ clicks)
70% $.05
Activation Happy 1st Visit
(views X pages, stays Y sec, Z clicks)
30% $.25
Activation Email/Blog/RSS/Widget Signup
(anything that could lead to repeat visit)
5% $1
Activation Acct Signup
(includes profile data)
2% $3
Retention Email Open / RSS view -> Clickthru 3% $2
Retention Repeat Visitor
(3+ visits in first 30 days)
2% $5
Referral Refer 1+ users who visit site 2% $3
Referral Refer 1+ users who activate 1% $10
Revenue User generates minimum revenue 2% $5
Revenue User generates break-even revenue 1% $25
61twitter @meetsamir / Copyright Samir Patel
Hack # 30 Types of Metrics &
Measurement• Qualitative: Usability Testing / Session Monitoring
– Watch what users do, figure out problems & solutions from small # of users
• Quantitative: Traffic Analysis / User Engagement– Report what users do, track usage & conversion %'s for all or empirical sample #
of users
• Comparative: A/B, Multivariate Testing– Compare what users do in one scenario vs another, see which copy/graphics/UI
are most effective
• Competitive: Monitoring & Tracking Competitors– Track competitor activity & compare against yours; if possible compare channels,
keyword traffic, demographic targeting, user satisfaction, etc.
(see slide notes for links to tools & vendors)
~ Dave McClure, 500Startups
62twitter @meetsamir / Copyright Samir Patel
Hack # 31
Think
Lifecycle.
Customer
Journeys.
63twitter @meetsamir / Copyright Samir PatelHack 32-40 Cultivate Qualities of
World Class Growth Hacking
Teams32 Possess Data-Driven Thinking
33 Rapid Learners of Dynamically Changing Marketing Channels and Growth Platforms
34 Understand Growth Process
35 Are Highly Product-Savvy
36 Have a Hustle Mindset
37 Possess a Cross-Disciplinary Skillset
38 Connect Marketing to Product Development
39 Possess Technical Acumen
40 Hiring connections
64twitter @meetsamir / Copyright Samir Patel
Possess Action-Driven Thinking
• Understands the
numbers
• Uses data to make
decisions
• Always favors data over
gut assumptions
• Identifies trends and
translates into actions
65twitter @meetsamir / Copyright Samir PatelFast Learner of Dynamically
Changing Marketing Channels
and Growth Platforms
• Deep understanding of
marketing channels
• Knows target markets
• Identifies channel-
specific opportunities
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Understand Growth Process
• Constantly testing and optimizing based on quantitative and qualitative findings
• Translates findings in learnings
• Uses learnings to inform product development and marketing optimizations
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Are Highly Product-Savvy
• Understands Growth tools
• Has product proficiency across all areas of marketing – analytics, CRO, A/B testing, retention, etc.
• Can quickly identify right tool for the job
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Have a Hustle Mindset
• Practices process innovation
• Finds custom solutions to unique problems, rather than following stock best practices
• Encourages culture of Growth
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Possess a Cross-Disciplinary
Skillset
• Possesses deep expertise of Growth
platforms and products across multiple
disciplines
• Has enough expertise in each area to
extract insights without relying on the
team’s specialist
• Can work unilaterally
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Connect Marketing to Product
Development
• Believes marketing insights should inform
product development
• Uses market research to steer product
evolution
• Keeps development inline with market
demand
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Hack 41-46 Cultivate Skills
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Hacks 47-49
47.You need a Growth team.
48.Given your Growth plan,
discover your strengths and
weaknesses around the first
‘P’.
49.Find and Hire Bruce Lee’s.
73twitter @meetsamir / Copyright Samir Patel
Process
The
House
of
Kaizen
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Hack # 50 & 51 Achieve Growth in
Five Phases and De-Risk it:
1. Establish key Channels, KPIs and
Attribution Model
2. Identify Goals & Constraints
3. Access Risk & Prioritize
4. Learning and Ongoing Investigation: The
“Five Whys” Method
5. Continuous Optimization: Using Kaizen
for Growth
75twitter @meetsamir / Copyright Samir Patel
~ Brian Balfour
76twitter @meetsamir / Copyright Samir Patel
77twitter @meetsamir / Copyright Samir PatelHack 52-54 Establish key
Channels, KPIs and Attribution
Model 52.Make a plan of attack
53.Identify target customers, where you’ll
find them, and how you’ll measure
success once you reach them
54.Build a comprehensive attribution model
to track behavior across channels and
through purchase funnel
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Hack 55-57: Identify Goals &
Constraints
55.Ask a simple question: What are you
really trying to do?
56.Set clear goals for tests (don’t just hope
for the best)
57.Take stock of constraints and limitations
due to budgets, competition, development
resources, etc.
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Access Risk & Prioritize
• Organize and prioritize
your tests and
optimizations
• Create planning
document and provide
access to entire Growth
team
• Prioritize based on what
will have the greatest
impact right away (80/20
approach)
80twitter @meetsamir / Copyright Samir Patel
Continuous Optimization : Using
Kaizen for Growth
• Practice Kaizen method for continuous improvement
• Keep testing – improve on what works, learn from what does not
• Beyond tactics and actions, maintaining Growth Mindset is critical
81twitter @meetsamir / Copyright Samir Patel
Establish Objectives and Key
Results (OKRs)
• Set your objective based on what’s going to have the greatest impact on your business right away
• Establish a timeline for testing
• Set multiple Key Results (KRs) based on level of difficulty:
KR 1 – 90% chance of success. You did a good job.
KR 2 – 50% chance of success. You did a great job.
KR 3 – 10% chance of success. You hit it out of the park!
82twitter @meetsamir / Copyright Samir Patel
Example -- Growth via Adwords:
Goal: Lower their CPA for accredited investor signups via AdWords without a significant drop in conversion volume.
1. Focus on Search Network to drive lower CPA
2. Set timeline for 60 days
3. Three Key Results will be attempted:
• KR1 -- (90% change of success): Raise conversion volume by 10% by focusing on strategic bid modifications RLSA audience lists.
• KR2 – (50% chance of success): Lower CPA by 20% by limiting the keywords they buy to high performing terms only, and setting location bid modifications by income-tier.
• KR3 – (10% chance of success): Lower CPA by 20% and raise conversion volume by 10% by combining these two strategies.
83twitter @meetsamir / Copyright Samir PatelHack # 58 Run Growth
Experiments in 4 Steps
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Compile Your Tests
• Create shared doc and dump all ideas for
tests here
• Doc stimulates new ideas and keeps
things organized
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Prioritize
• Prioritize test ideas from “Inventory” doc
• Create “Channel” doc that keeps track of
all experiments you’ve run, are running
currently, or plan to run in the near future
• Include key results and findings from pasts
tests
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Experiment
Create an “Experiment” doc for each
experiment you run. Include the following
details:
• Objective
• Hypothesis
• Design
• Resource Estimation
• Results
• Findings
• Action Items
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Systemize Findings
• Create “Findings” doc for all insights and
learnings from tests
• Use this as a resource for planning future
tests (the entire process starts over at this
point)
• Create an ongoing process of up-leveling
product, advertising, and UX
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Hack # 59 The Ariel and the
Microscopic View
• Schedule weekly meeting to “zoom out” as
a team to discuss findings, ask questions,
and propose actions
• Then zoom back in: Plan and run your
new tests
• Do this over and over again. Maintain
constant communication, collaboration,
learning, and improvement
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Hacks # 60-62
60.You don’t need a marketing
person, you need a Data
Ninja.
61.Digital Marketing has
become Quantitative trading
with Machines & Algorithms
taking over the world.
62.Adopt a Scientific Process
91twitter @meetsamir / Copyright Samir Patel
Traffic Acquisition
Market Research & User Feedback
Email Marketing
Competitive Research Tools Sales Intelligence
Lead & Customer Acquisition
AB / Multivariate Testing
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Hack # 63 Study Ad Revenue
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Hack # 64-68 Six Pillars of
Optimization
64.Account Architecture
65.Keywords
66.Ad Copy
67.Offer & Landing Pages
68.Analytics
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Hack 69-72 Calibrators
69.Audiences
70.Relevancy
71.Quality Score or Equivalent
72.Bounce Rates
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Hack # 73 - 6th Pillar!
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Hack #74- Questions to Ask
Users
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Questions to Ask Users
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Account Structure Pillar
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Keywords Pillar
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Keywords Pillar
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Keywords Pillar
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Keyword Pillar
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Landing Page Pillar
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Core Concept : Bounce Rate
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Ad Copy Pillar
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Google Analytics Pillar
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Hack 75 # Mother of all Tests
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Core Concept : Relevance
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Quality Score Calculations
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Quality Score Calculations
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10 PPC Optimization Tips
76.Search Query Report
77.Keyword Match Types
78.Cross Pollinations: SEO and SEM
79.Ad Copy Testing
80.Segmented Reporting for Day Parting
81.Using Ad Extensions
82.Budget Adjustments
83.Competitive Terms
84.Campaign Structure
85.Device Based Bidding
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AD EXTENSIONS
SELLER RATINGS
SITELINKS CALL EXT.
LOCATION EXT.
GOOGLE+
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Accelerating Growth via
Mobile Advertising
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Tell them before you tell them
• Mobile Multiple Touch Points
• Calls
• Apps
• Cross Device
• Mcommerce & Mobile Sites
• In store
• 4 Tips: Optimizing Mobile PPC
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Calls
• This may sound obvious but let's not forget
smartphones facilitate an action that is native
to the device itself: phone calls. Customers
sometimes prefer to purchase by phone.
• how a spontaneous party was made possible
with purchases made via phone calls.
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Apps
• Mobile App Economy is 29.5B Gartner, 50B
downloaded, 1M apps, 190 Countries
• Apps are a great way to enrich your
relationship with your customers. App
downloads and transactions that happen
within your apps are two important sources of
value from mobile.
• When consumers download your app, it
creates new opportunities for conversions.
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Open An Existing App
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App Downloads
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New App Ads
• New Installations: Mobile App promotions
across search, display and YouTube.
• Extract and suggest keywords based on Google
Play and Google Seach
• Target Customers based on apps they use,
frequency of use and in-app purchase history
• Reengagement: Ads that redirect inside of
apps already installed, Deep Linking
• Conversion Measurement: Installation,
Reengagement & In-App Purchases
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Smarter ads optimized for varying
user contexts
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Cross Device
• Consumers often use multiple devices to
make a purchase, starting by researching on
mobile and then waiting until they are on
another screen to complete the transaction.
• A product purchased on a laptop originated
with research done on a smartphone.
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Mcommerce & Mobile Sites
• A mobile-friendly site is the cornerstone of
any mobile strategy and makes it easier for
your customers to purchase directly from
their smartphones.
127twitter @meetsamir / Copyright Samir Patel
Hack # 86 Tools
• Google Think - MultiScreen: Everything
Google + Mobile
• PageSpeed Insights
• Mobile Site Development : MoovWeb, Mobify
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Hack # 87
Adwords is a every changing Beast. Tame it with Process.
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Hack # 88 - 95 Landing Page Best
PracticesTop Landing Page Audit Checklist:
95. Landing page is digestible in under 5 seconds?
96. Ads going to the most relevant landing page?
97. All offers seen in ads are current and prominently featured on landing page?
98. Pricing on landing page consistent with advertising offers?
99. Pricing is highly visible, as are discounts and promotional offers?
100.Landing Page Contains a Strong Headline?
101.Landing Page Contains Clear Call-to-Action?
102.Landing Page makes next step in buying funnel easy to find?
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Hack # 103-110 Design & Layout
Hacks
Best Practices:
103.Focus on three primary areas: Behavior,
engagement / activation , conversion / revenue
104.Prioritize optimizing to conversion rate (CRO)
105.Identify clear goals for tests
106.Keep track of external variables
107.Highlight calls-to-action / value proposition
108.Break down data by channel / demographic
109.Establish list of key findings
110.Learn from your tests!
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Hack # 111 A/B Testing
Best Practices:
• Test one element at a time
• Develop clear timeline for testing
• Prioritize tests based on what will make the biggest difference right
away
• Be clear about KPIs for testing (don’t get bogged down by
secondary and tertiary performance metrics)
Primary Tools:• Google Content Experiments
• Optimizely
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Hack # 112 Pay Attention to Mobile
Advertising and Websites
Why Mobile Matters:
• As of May 2013, 63% of adult cell owners use their phones to go online.
• 34% of users consider mobile to be their primary method for going online.
• 92% of users use their smartphone to access the internet every day
• 46% of users have completed a purchase on their smartphone
• 34% of users say they’re using their smartphones more now than six
months ago
• 1.4 billion smartphone users in 2013
• Mobile will generate 400 billion in revenue by 2015, compared with 139
billion in 2012
• The majority of internet searches will come from mobile by early 2015
133twitter @meetsamir / Copyright Samir Patel
Samir [email protected]
President & CEO,
DoRevolution
Growth Mentor
@500Startups
Connect on Linkedin
Twitter@MeetSamir