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morganbrown.co // @morganb
High Tempo TestingBuilding a scalable growth process
“The founders acknowledge they made mistakes along the way. They spent too much time on the product and not enough time on growth and distribution.”
—TheVerge.com
Buzzfeed Content ViewsReported by Jonah Peretti on Re/Code Decode Aug 2015
Sites & Apps 23% YouTube 14% Google 2% Facebook Traffic 6% Facebook Video 27% Snapchat 21% Facebook Images 4% Pinterest/Twitter 4%
*Adds up to more than 100%
morganbrown.co // @morganb
How Do They Do It?
Punchline:
Rapid experimentation is the key to driving fast growth
morganbrown.co // @morganb
Testing Drives GrowthSatya Patel, 2014 Agile Marketing Meetup
Twitter Growth 2010 - 2012U
sers
(MM
)
0
50
100
150
200
Q1 '10 Q2 '10 Q3 '10 Q4 '10 Q1 '11 Q2 '11 Q3 '11 Q4 '11 Q1 '12 Q2 '12 Q3 '12 Q4 '12
0.5 tests/week 10 tests/week
Faster Tempo = More LearningMore Learning = More Growth
http://collegesportsblog.dallasnews.com/2014/01/baylor-10th-overall-in-espns-way-too-early-top-25-college-football-rankings.html/
The Growth Team• PM Growth
• Analyst
• Growth Engineer
• Digital marketers
• Specialist(s)
1
Zuckerberg poses with some of his deputies at Antonio’s Nut House in Palo Alto, a popular staff hangout: Chamath Palihapitya, vice president for growth, mobile and international; Zuckerberg; Mike Schroepfer, vice president of engineering; Jonathan Heiliger, vice president of technical operations; Chris Cox, vice president of product.
morganbrown.co // @morganbhttp://www.sanfranciscosentinel.com/?p=98962
Growth ProcessIdeate
Prioritize
Test
Analyze
Unbridled Ideation
Focus Prioritization
Rapid Testing of Promising Ideas
Analysis Learning
morganbrown.co // @morganb
Ideas = Fuel for Growth
• Full team participation (engineering, marketing, ops, etc.)
• All funnel elements (AARRRR)
• Ideas written as hypotheses
morganbrown.co // @morganb
Focus & Prioritization
• Growth lead owns focus (North Star, OKR, etc.)
• Hypotheses are scored and sized
• Growth team nominates experiments for testing
morganbrown.co // @morganb
Disciplined Tempo
• Commit to weekly testing velocity (start small)
• Weekly growth meeting to plan and launch ‘sprints’
• Right-size tests to hit desired tempo
morganbrown.co // @morganbhttp://www.engadget.com/2015/05/31/spotify-is-my-new-running-mate/
Must learn something from every test.
Learning must be accessible.
Process in Action
Moved Email collector from bottom to top
Result: 700% Increase in collected emails
It’s hard to predict test quality
morganbrown.co // @morganb
Process in ActionRun double-down tests
+22.1% sign ups +44.5% sign ups
morganbrown.co // @morganb
High Tempo Drives Growth
Started high tempo testing
morganbrown.co // @morganb
@morganb morganbrown.co
canvas.growthhackers.com
Thank you.
morganbrown.co // @morganb