7. 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 don’t really care about “brand awareness”
they care about ROI - finding out “what works”
8. What is Growth Hacking?
Growth “Hacking”
CREATIVE
MARKETING
SOFTWARE
ENGINEERING
& AUTOMATION
GH
DATA ANALYTICS
& TESTING
9. What is Growth Hacking?
CREATIVE
MARKETING
David VS. Goliath
YOU’RE David
Know your customers by heart
Measure (almost) everything
Test by hand
then automate and code
SOFTWARE
ENGINEERING
& AUTOMATION
GH
DATA ANALYTICS
& TESTING
10. Growth Hacker vs. Digital Marketer
ACQUISITION
Digital 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 others
A growth hacker’s
due north is “Growth”
12. What is Growth Hacking?
CREATIVE
MARKETING
David VS. Goliath
YOU’RE David
Know your customers by heart
Measure (almost) everything
Test by hand
then automate and code
SOFTWARE
ENGINEERING
& AUTOMATION
GH
DATA ANALYTICS
& TESTING
Growth is repeatable. With the right framework you can replicate the growth patterns of highly
successful companies.
14. 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
21. What is the
core user perceived value
of the very disappointed?
#todo
22. You don’t need 100000’s of
users.
You need 10+ that love it..
23. 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
50. 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!
51. 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
55. 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”
61. Step 2: Define KPIs
Airbnb
1. # of spaces rented
2. # of spaces put up for rent
62. Step 3: Define the conversion funnel
Shoe shop
Home page > product page
> checkout > sign up > pay
63. Step 3: Define the conversion funnel
Airbnb
1. Host: Visited a page > Clicked on “list my
space” > clicked “continue” > clicked
“validate”
2. Guest: Visited a page > clicked on a place
to rent > clicked book > clicked on “make
payment”
64. Step 4: Define your segmentation criteria
Traffic source
Location
New vs. Returning
Man vs. Woman
Mobile vs. Webapp
87. 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? Test adding or removing “About” content on 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? Test adding or removing “About” content on 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 a static 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.
96. 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 doesn’t really matter what you call it as long as it
brings growth!