Growth Hacking - It's a process

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  • Growth HackingIts a process

  • The Silver Bullet

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  • GH: Hockey Stick Growth (?)

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  • Pay Per Click (PPC) Search Engine Optimization (SEO) Content Marketing (Blogging) Social Media Marketing (SMM) Conversion Rate Optimization (CRO) Referral

    Growth Channels

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  • GH: Rollercoaster of Growth

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  • (A/B Testing)

    Experiment

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  • Most Tests Will Fail

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  • The Lean Startup taught us to learn from our mistakes. Its validated learning.

    But Thats OK

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  • How do we do it right?

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  • Its THE process

    Scientific Method

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  • (eg. Metrics, Survey Results, etc.)

    Observation

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  • Validate observations, e.g. qualitative data

    Do Background Research

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  • (e.g. users abandon cart because...)

    Create a Hypothesis

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  • Usually an A/B Test

    Test it

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  • Analyze Results

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  • Hypothesis is true or false

    Conclusion

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  • Observation Research Hypothesis Test Analyze Conclusion

    Scientific Method

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  • Backlog Summary of Current and Past Tests Details of Tests Playbook

    Document Types

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  • Backlog

    Bucket of ideas Tests to run Prioritized

    Performance gain Traffic/Volume Development effort

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  • Current and Past Tests What touch point Hypothesis Start / End Dates Short description of versions (A, B, C) Who owned the test Winner Conclusions Link to detailed report

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  • Description / Why / Goal Full hypothesis Metrics that will be measured Screenshots of versions Full details of results

    Metrics of every step of the funnel Conclusion Key take-aways

    Details of Test

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    *Missing statistical significance & P-Value.

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  • Learnings from tests General conclusions that can be used throughout the

    product or site Useful cross-team Company Asset Makes transferring knowledge easier (new employees)

    Playbook

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  • Spend 1 to 3 month on a specific metric Depends on speed to get results (traffic) Depends on development time

    Sprints

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  • In Summary

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  • Questions?

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  • meetup.com/growth-hacking-montreal

    or sorinolaru@icloud.com

    For suggestions>>wtv you would like to see in the future + feedback