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@mkfrench @mkfrench First Principals of Growth Hacking Meagan French MeaganFrench.com Freelance growth hacker @mkfrench

First Principals of Growth Hacking at Lean Mindset

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My slide deck from Lean Mindset on 3.25.14. I touch on these subjects: - How to use pay per click marketing to validate your hypothesis before investing in content and search - How to use quantitative and qualitative data to clarify your buyer personas - Why it's important to have appropriate CTAs at different points in your funnel - How to tackle common growth challenges: Low conversion rate, high churn rates and how referral rates

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Page 1: First Principals of Growth Hacking at Lean Mindset

@mkfrench@mkfrench

First Principals of Growth Hacking

Meagan FrenchMeaganFrench.com

Freelance growth hacker@mkfrench

Page 2: First Principals of Growth Hacking at Lean Mindset

@mkfrench

What happens when someone comes to your website

Buy Now!

Visitors Profit

?

??

?

Value proposition CTAs

PricingCopy

Features

Page 4: First Principals of Growth Hacking at Lean Mindset

@mkfrench

What is a growth hacker?

Page 5: First Principals of Growth Hacking at Lean Mindset

@mkfrench

PPC: a fast way to test your assumptions

Page 6: First Principals of Growth Hacking at Lean Mindset

@mkfrench

Use PPC before investing in SEO & content

Test!$ $$$

Page 7: First Principals of Growth Hacking at Lean Mindset

@mkfrench

Use PPC to Validate Features

vs

+ 20% CTRWinner!!

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@mkfrench

Quality =

Volume * CPC * # of months bid- Results

Use Competitor’s Data

Page 9: First Principals of Growth Hacking at Lean Mindset

@mkfrench

Set Up Micro-Conversions

= More Data

Page 10: First Principals of Growth Hacking at Lean Mindset

@mkfrench

Buyer Personas

FounderMale, 37

Challenges:Focusing on growth

Managing project efficientlyToo much to do/scattered

Follow through on projects

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@mkfrench

Knowing your customers

Internal data (Analytics, Adwords etc):

Page 12: First Principals of Growth Hacking at Lean Mindset

@mkfrench

Quantcast:

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@mkfrench

Or you know, just ask them

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@mkfrench

Marketing Funnel

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@mkfrench

=Attract, know and retain

your customers

Page 16: First Principals of Growth Hacking at Lean Mindset

@mkfrench

Aligning your CTAs

Awareness ≠

Page 17: First Principals of Growth Hacking at Lean Mindset

@mkfrench

Bye customers!

Page 18: First Principals of Growth Hacking at Lean Mindset

@mkfrench

When your CTA’s are not aligned

Source: iacquire.com

Page 19: First Principals of Growth Hacking at Lean Mindset

@mkfrench

Visitors are afraid of commitment

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@mkfrench

Clear CTAs

Awareness = Sign up for email listDiscovery = Sign up for a free planConversion = Sign up for paid plan

Retention = Log inReferral = Invite friends, save 25%

Page 21: First Principals of Growth Hacking at Lean Mindset

@mkfrench

Page 22: First Principals of Growth Hacking at Lean Mindset

@mkfrench

Idonethis.com=

50,000 Email Subscribers5 million users

Page 23: First Principals of Growth Hacking at Lean Mindset

@mkfrench

How to find the leaks

(Get this worksheet at MeaganFrench.com)

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@mkfrench

Low Conversion Rates

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@mkfrench

Create Micro-Conversions

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@mkfrench

A/B Testing

+ 28% in social shares

Source: Optimiziley

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@mkfrench

Feedback

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@mkfrench

Remarketing

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@mkfrench

High Churn Rate

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@mkfrench

Test Onboarding Processes

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@mkfrench

Customer Feedback

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@mkfrench

Improve your product

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@mkfrench

Low Referrals

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@mkfrench

Encourage sharing

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Referral Programs

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@mkfrench

Affiliate Marketing

Source: CraftHabit.com

Page 37: First Principals of Growth Hacking at Lean Mindset

@mkfrench@mkfrench

First Principals of Growth Hacking

Meagan FrenchMeaganFrench.com

Freelance growth hacker@mkfrench