Growth Hacking Guide - Mindset, Framework and Tools

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  • Growth Hacking

    David Arnoux @darnocks @twoodo

    The mindset. The framework. The tools. Some hacks.

  • David vs. Goliath

    vs.

    63.6% victory!Over the past 200 years, when small armies used unconventional methods they won almost 2/3rds of the time

  • Vietnam War

    vs.

  • Airbnb

  • Airbnb

  • Dropbox

    2.8million invites sent in April 2010! 100k to 4mio users from 2008 to 2010!

  • Why Growth Hacking?

    Startups tend to have limited resources so they need to be creative to grow, acquire new users and retain them

    Traditional marketing channels are expensive and saturated

    Most startups focus heavily on product but another real challenge is with distribution (Dave McClure)

    Growth Hackers dont really care about brand awareness they care about ROI - finding out what works

  • What is Growth Hacking?

    Growth Hacking

    CREATIVE MARKETING

    SOFTWAREENGINEERING

    & AUTOMATION

    GHDATA ANALYTICS& TESTING

  • What is Growth Hacking?

    CREATIVE MARKETING

    David VS. GoliathYOURE David

    Know your customers by heartMeasure (almost) everything

    Test by handthen automate and code

    SOFTWAREENGINEERING

    & AUTOMATION

    GHDATA ANALYTICS& TESTING

  • Growth Hacker vs. Digital Marketer

    ACQUISITIONDigital Marketer

    Sales/Product funnel

    Growth Hacker

    ACTIVATION

    RETENTION

    REVENUE

    REFERRAL

    Getting people to visit your website

    Users get a great first time experience

    Making sure users come back

    How do we sell the product?

    Users invite othersA growth hackers

    due north is Growth

  • User Acquisition

  • What is Growth Hacking?

    CREATIVE MARKETING

    David VS. GoliathYOURE David

    Know your customers by heartMeasure (almost) everything

    Test by handthen automate and code

    SOFTWAREENGINEERING

    & AUTOMATION

    GHDATA ANALYTICS& TESTING

    Growth is repeatable. With the right framework you can replicate the growth patterns of highly successful companies.

  • User Acquisition1.

  • ACQUISITION

    CUSTOMER INTENT

    FULFILMENT OF CUSTOMER INTENT

    ACTIVATION

    RETENTION

    REVENUE

    REFERRAL

    Getting people to visit your website

    Users get a great first time experience

    Making sure users come back

    How do we sell the product?

    Users invite others

  • User Acquisition Channels

  • User Acquisition(top line growth)

  • Product-Market Fit2.

  • - Is it really time to scale?

    - Have we reached product/market fit?

    - How the h*$! do I answer these questions?

    #question

  • How would you feel if you could no longer use my product?

    #todo

  • Vitamins vs. Painkillers

    Somewhat disappointed Very disappointed

  • What is the core user perceived valueof the very disappointed?

    #todo

  • You dont need 100000s of users.

    You need 10+ that love it..

  • Ask these questions...

    What motivated you to sign up?What do you love about our product?

    How would you describe our product in 1 sentence?What is the most important value we bring you?

    What industry do you work in and what is your role?Where do you hang out online?Where did you hear about us?

    How could we improve the tool?

    #todo

  • Talk to your users!

    #tool

  • Pinpoint thecore user perceived value

    Keep, store, analyze all conversations

  • First User Experience3.

  • Show the core value in the first 5 seconds of a visit

    There can be as much value in the blink of an eye as in months of rational analysis.

  • Test yourvalue propositionagain and again

    #todo

    and again

  • Test that it works with 5-second tests.

    #tool

    usabilityhub.com

  • Show core perceived value inFirst User Experience

    #todo

    = User Onboarding

  • Define steps of the idealFirst User Experience

    #todo

  • User Onboarding

  • Landing page

  • Sign up

  • Download the app

  • Welcome

  • Getting started

  • Mobile app? Check out uxarchive.com

  • Best examples of user onboarding ever?

  • Measure, Test, Iterate!

    drop!

  • MEASURE/TRACK your website performance

  • HARD DATAWHATs happening

    on my website?

  • Your best friends

    #tools

  • What to measure?

  • Read: http://blog.twoodo.com/288/best-intro-guide-to-saas-

    startup-metrics/

    #todo

    http://blog.twoodo.com/288/best-intro-guide-to-saas-startup-metrics/http://blog.twoodo.com/288/best-intro-guide-to-saas-startup-metrics/http://blog.twoodo.com/288/best-intro-guide-to-saas-startup-metrics/http://blog.twoodo.com/288/best-intro-guide-to-saas-startup-metrics/

  • ACQUISITION

    CUSTOMER INTENT

    FULFILMENT OF CUSTOMER INTENT

    ACTIVATION

    RETENTION

    REVENUE

    REFERRAL

    Getting people to visit your website

    Users get a great first time experience

    Making sure users come back

    How do we sell the product?

    Users invite others

    + UTM trackers

    PIRATE METRICS!

  • UTM Trackers

    google URL builder

    http://blog.hubspot.com/9-reasons-you-cant-resist-list?utm_campaign=blogpost &utm_medium=social&utm_source=facebook

    #todo

    http://blog.hubspot.com/9-reasons-you-cant-resist-list?utm_campaign=blogposthttp://blog.hubspot.com/9-reasons-you-cant-resist-list?utm_campaign=blogpost

  • Which acquisition channels are working for us?

  • How are they working down the funnel?

  • Keep track of your UTM rules

  • ACQUISITION

    CUSTOMER INTENT

    FULFILMENT OF CUSTOMER INTENT

    ACTIVATION

    RETENTION

    REVENUE

    REFERRAL

    Getting people to visit your website

    Users get a great first time experience

    Making sure users come back

    How do we sell the product?

    Users invite others

    Event based tracking tools

    + home made tools

  • What metricsshould we be measuring?

    #question

  • Who is our customer?

    What do they want to achieve with our product?

    How does this translate into website events?

    #question

  • Step 1: Define key business objective

    Shoe shop

    = Sell shoes

  • Step 1: Define key business objective

    Airbnb

    = Rent out spaces

  • Step 2: Define KPIs

    Shoe shop

    = # of shoes sold

  • Step 2: Define KPIs

    Airbnb

    1. # of spaces rented2. # of spaces put up for rent

  • Step 3: Define the conversion funnel

    Shoe shop

    Home page > product page > checkout > sign up > pay

  • Step 3: Define the conversion funnel

    Airbnb1. Host: Visited a page > Clicked on list my space > clicked continue > clicked validate2. Guest: Visited a page > clicked on a place to rent > clicked book > clicked on make payment

  • Step 4: Define your segmentation criteria

    Traffic sourceLocation

    New vs. ReturningMan vs. Woman

    Mobile vs. Webapp

  • Step5: Define your objectives

    = sell 200 pairs+ 20% monthly increase

  • Know where youre losing visitors(and money)

    Visited Signed up Activated Referred

  • Know if users are retained

  • Why?is this happening?

    #question

  • SOFT DATAWHY is this happening?

  • Why do problems occur?= hypothesis on

    how to solve

  • Talk to your users!

    #tool

  • Set up exit surveys

    #tool

  • Usability testing

  • Usabilitys holy grail

  • See a drop > jump to inspectlet > hypothesis

    drop!

    hypothesis 50 videos at 5x speed

  • What to do with all thesehypothesis?

  • Data & Testing(conversion rate optimization)

    4.

  • AB test your sign up forms!

    (source: contentverve.com)

  • 12% conversion

    AB test your Value Proposition

  • AB test your Value Proposition

    26% conversion

  • A/B test your copywriting

    +60%

  • A/B test imagery and colors

    (source: contentverve.com)

  • A/B test testimonials

    (source: conversionxl.com)

  • A/B test referral pages

    +200%

  • A/B test payment pages

    +16% sales

  • A/B Test Usability

  • OMG so much to test!!Buy Now? Purchase? Checkout? Add to Cart? Change the call-to-action (CTA) text on your buttons to see which word or phrase converts more visitors.

    1. Try varying the location of your CTA button, making some CTAs more prominent than others.

    2. Test multiple CTAs per page against one CTA per page.

    3. Try using hyperlinks instead of buttons to find out which display your users prefer.

    4. Find out if CTAs with text, icons, or text + icons convert more users on your site.

    5. Try stripping the content off of your entire page. Replace it with a Click Here for Free Beer! button.

    6. Test different CTA hover states to make it more obvious that buttons are clickable and create a feel of interactivity on the page.

    7. Test different colors, shapes, and sizes for CTA buttons on your website.

    8. Test gated content against non-gated content. Find out if your users are willing to sign-up or provide more information to access materials on your site.

    9. Do site visitors crave more information about your company before signing up or making a purchase? Testadding or removing About contenton your homepage.

    10. Test gated content against non-gated content. Find out if your users are willing to sign-up or provide more information to access materials on your site.

    11. Do site visitors crave more information about your company before signing up or making a purchase? Testadding or removing About contenton your homepage.

    12. TL;DR. Find out if your site visitors prefer shorter versions of headlines, taglines, product descriptions, and other content on your site.

    13. Test different headline text. Try variations that are straightforward against ones that are abstract, goofy, or creative.

    14. Test paragraphs versus bulleted lists.

    15. Test how you frame your copy. Users may have different reactions to positive versus negative messaging.

    16. Test different types images on your landing page. People versus product is a good place to start.

    17. Iterate from there. If your users prefer an image of people, test gender, age, number of people in the image, etc

    18. And iterate some more! How about trying astatic image vs. a product video vs. a 360* product image.

    19. See how a stock image stacks up up against an image of your employees or customers in action.

    20. Test auto-play versus click-to-play videos.

    21. See how your product videos perform against this video of a sloth hugging a cat.

    22. Test a rotating carousel on your homepage versus a static image or video

    http://blog.optimizely.com/2013/01/31/this-team-has-data-not-opinions-ab-testing-at-the-romney-campaign/http://blog.optimizely.com/2013/01/31/this-team-has-data-not-opinions-ab-testing-at-the-romney-campaign/http://blog.optimizely.com/2012/09/18/ustream-increases-broadcast-sessions-12-with-icon-text/http://blog.optimizely.com/2012/09/18/ustream-increases-broadcast-sessions-12-with-icon-text/http://blog.optimizely.com/2012/09/18/ustream-increases-broadcast-sessions-12-with-icon-text/http://blog.optimizely.com/2012/09/18/ustream-increases-broadcast-sessions-12-with-icon-text/http://vimeo.com/60749935http://vimeo.com/60749935http://vimeo.com/60749935http://vimeo.com/60749935http://blog.optimizely.com/2012/11/28/testing-your-messages-framing-for-increased-conversions/http://blog.optimizely.com/2012/11/28/testing-your-messages-framing-for-increased-conversions/http://37signals.com/svn/posts/2991-behind-the-scenes-ab-testing-part-3-finalhttp://37signals.com/svn/posts/2991-behind-the-scenes-ab-testing-part-3-finalhttp://blog.optimizely.com/2012/10/24/zagg-doubles-down-on-simple-image-test-for-40-revenue-increase/http://blog.optimizely.com/2012/10/24/zagg-doubles-down-on-simple-image-test-for-40-revenue-increase/http://blog.optimizely.com/2013/02/14/ab-testing-theory-priming/http://blog.optimizely.com/2013/02/14/ab-testing-theory-priming/http://www.youtube.com/watch?v=VACbH_S5ZFohttp://www.youtube.com/watch?v=VACbH_S5ZFo

  • Iz overwhelmed.

  • Identify yourmost important pages

    Top landing pagesTop exit pages

    Highest traffic pagesMost expensive pages

  • P.I.E.S

  • Potential 1 - 10 Importance 1 - 10Ease 1 - 10

    = Sum 3 - 30

  • A/B Testing ideas

  • Test the conceptbefore you test the design!

  • How we increased our retention rates by 270% in 6 weeks

    We grew our home page conversion rate by 133%

  • Growth Hacker tools

    These have saved me from learning to code :D

  • Be careful There is no point in scaling if you have not reached

    product/market fit (Sean Ellis recommends 40% of users should be very disappointed to lose your tool)

    Some growth hacks are NOT sustainable so only apply to very early stages

    The term Growth Hacking is used for everything and anything nowadays

    It doesnt really matter what you call it as long as it brings growth!

  • Thanks!

    Q? / A!

    David Arnoux @darnocks @twoodo