“Get Your Free Email at Hotmail”
Growth
A hacker is more interested in the goal than the process
Hacking
What Is Growth Hacking?• An attitude or a state of mind• Marketing+ techniques• For the complete life of the product• Focus on long-term, sustainable growth• For startups or other growth needs• To sell products, services, get users• Uses:
• Data and analytics• Social and viral sharing• Leveraging what’s popular
What Is Growth Hacking?• Acquisition methods that are trackable
• Facebook, LinkedIn, Twitter advertising• Google AdWords• Third-party marketers• Incentives for users• Incentives for sharing
• Product design that includes shareablility• Content-based marketing
• Creating popular content based on popular content• Sharing popular content• Leveraging popular blog and content sites• Specifically to drive people to your site
What Is Growth Hacking?• Giving stuff away
• To get people to register• To introduce people to pieces of the solution• To keep users happy and telling others
• Careful study of the pipeline/funnel steps• Understand why people move along• Reduce barriers and improve motivation to move
• Interviewing customers• To get the product right in the first place• To see why they signed up or bought• To see why they didn’t
• A/B testing to improve your site or process
Sean EllisA growth hacker is a person whose true north is growth.
Traditional Marketing
•Brand•Selling•Image•Expensive
Opinions
Love Growth Hacking• It’s NEW!• It’s not marketing• You exploit the
weakness in a system• It’s works quickly• I can use my tech skills
Hate Growth Hacking• It’s trendy• It’s not marketing• You exploit the
weakness in a system• Tend to have limited life• I have to be technical
"In the course of millions of add impressions I generated over my traditional marketing career, I never followed up with anyone who converted and I spent only a few seconds thinking about the people who didn't convert at all"
Ryan Holiday
Marketers are asked “How can we get customers?” and the answers are:
• Press releases Advertisements• Publicity Launch party
Growth Hacker says “we HAVE to get customers!”• If I have to call everyone myself• Growth is the goal, means don’t matter.
Ryan Holiday
“No traditional marketer would have figured this out”
Paid Traffic
Organic Traffic
Pre-reg Experience
Registration Wall
Activation Experience
Education Experience
LapserExperience
300k visits
23KRegs
22KPlays
20k socialmediaposts
www.andrewthompson.co
Shorten Your Time to WOWHave it be the first thing
• Optimitzely allows immediate A/B testing
Create ah-ha videos of your service• Usertesting.com
Personalize the WOW moment• Netflix ask for 3 favorite movies
http://appcues.com/academy/wow-tactics/
www.forentrepreneurs.com/time-to-wow
David Skok
• Free trials and freemium are great ways to let customers discover their WOW
• You may have to specifically identify the WOW
• Study the TIME and WORK required to get to WOW• How do you shorten the time?• What’s the drop-out rate from the trial?• How much work is it to get there?
David Skok
David Skok
Friction and Concerns
David Skok
Motivation and Incentives
David Skok
Motivation and Incentives
David Skok
Sean Ellis
Conversion Rate = Desire - Friction
www.widerfunnel.com/solutions/our-process/lift-model
AirBnB Getting Past Friction
• Travelers are growing faster than hosts• Emotional wall preventing new hosts• The right moment is 2X more effective than the right
channel• They use mixpanel.com service to track problems in
the host onboarding experience• The old process• Speed, consistency, and simplicity• 40% increase in conversion to hosts
• Only implement actionable tracking calls• Don’t track everything - • Focused on entering addresses
Chamath Palihapitiya
“We did 3 simple brain-dead things”
• How do you get them in the front door? • How do you deliver an ah-ha
moment as quickly as possible? • How do you continuously
deliver value?
Get an individual to 7 friends in 10 days
Getting E-mail Addresses
• Ask• “Gate” your home page
• “Enter your e-mail to receive 15 growth hacks”
• Advertise/ask on your own top 5 pages• “Want Growth Hacks? Subscribe to my monthly
newsletter”• Ask for the e-mail in the first third of the page
• Share the most popular content of others • Launch an e-mail course
• “8 weeks of Growth Hacks – 8 steps to grow your business”
Credit to Noah Kagan
okdork.com
Getting E-mail Addresses
• Guest blog or guest host on podcasts• …and when you do, ask the host “what would make this
the best post/show of all time?”• Buzzsumo to find who’s sharing your current posts• Google analytics to see who’s referring traffic to you• Ask your readers what are THEIR favorite blog sites• Your proposal to the host includes 3 titles that are
informed by Buzzsumo’s “most popular” articles list.
• Send your marketing e-mail to the 90% a week later with a new subject line.
• www.kingsumo.com to explore give aways
Credit to Noah Kagan
Register your account at SumoMe.com
Top 10 Stupid Things
1. Enforced immediate registration
2. The long URL
3. Windows that don’t generate URLs
4. The unsearchable web site
5. Sites without Digg, del.icio.us, and Fark bookmarks
6. Limiting contact to email
7. Lack of feeds and email lists
8. Requirement to re-type email addresses
9. User names cannot contain the “@” character
10. Case sensitive user names and passwords
11. Friction-full commenting
12. Unreadable confirmation codes
13. Emails without signatures
14. Supporting only Windows Internet Explorer
• Registration after they get some value• Make registration easy as possible• Make it easy to share and receive your content• Test and support multiple platforms and screens
Plus…• Adoption is in the details• Don’t just enable buying – sell!• Distribute everywhere to
to compliment virality• Remember the law of big numbers
kingsumo.com
Multivariate Testing Notes
Test and track two versions of a message or process and seeing which one moves closer or faster toward the goal (and you have to have a goal). • Different pricing• Graphics or design• Different wording• Placement on the page
Effective A/B Test Process1. Pick a measurable, meaningful goal2. Pick the best changeable process gate3. Pick an appropriate timeframe4. Run your baseline test while brainstorming
variants5. Pick your favorite(s) for testing6. Create your A and B variants
1. Optomizely2. Your own coders
7. Run your A/B test8. Re-start at 5 or 2 or 1
Add to Cart
+Cart
Original
Variation 1
Variation 2
BRIAN DEAN
• A/B is like using a chainsaw• Techniques for one industry don’t work for another• The results can conflict (sometimes the red button was
better, sometimes worse)• Knowing what doesn’t matter is more important than
knowing what does.• The secret of A/B testing is knowing what NOT to test• He found:
• “I did this” is way better than “Looking formore traffic?”
• Concrete facts are better than promises• Headlines are more important than body
Growth Hacks• Focus on app performance• Match the price to the value (or below)• Let them sign up for the waiting list• Put discounts on your business card
• Use pre-printed stickers so the code is unique
• The only way to sign-up is through invites• And when you get in, you’re given 3 invites to share
• Turn your users into your sales force
Growth Hacks• If you don’t respond to a web or e-mail lead within
5 minutes, your likelihood of responding plummets• If you DO respond within 5 minutes, there is a 400%
increase in lead response• Visuals included in your social media posts improve
shareability • Ask qualified visitors why they converted • …AND why they didn’t convert
• Gather objections• Address them on the website
• 2011 launched their Facebook app• 35,000 to 785,000 monthly users• Generated over 750 million Facebook story
impressions• 3G was rolling out in India, so focus was on dynamic
bitrate for streaming• Phone apps rolled out in summer 2012
• 2014 – Largest streaming music provider in the world.
• Warner and EMI almost doubled songs• Integration with SONOS this fall
Clint Balcom• Designers get a bad rap
• “Design for emerging markets”• “Design for mobile first”
• Trendy design platitudesdon’t mean anything
Design for People
Not “mobile first”
People First
Emerson Spartz
• Facebook page experiments with a variety of algorithms to get pages to go from zero to millions of fans over a few hours or days
• He eventually figured out how to tell in twenty seconds when the page was going to go viral
• Content doesn’t go viral because it doesn’t create enough emotion
• Humor, cute animals and anything creating a positive emotion makes people likely to share
• Tap into proven virality rather than trying to come up with something completely new
Dose.com
Spartz’s Virality Tips• Virality is usually an accident (for everyone else)• Something goes viral because it jumps networks
• Twitter to a blog or forum• Facebook to Mashable
• Use Google trends to see what’s working• Alexa.com and Quantcast.com• Favstar.fm tells you the most viral Tweets
• Emulate or spin or capture the essence and bring that to a different part of the Internet
Spartz’s Virality Tips• Tweet the same tweet twice a day (maybe even 3)• If you have great content – find a way to make it into a
list• Write shorter sentences. Make smaller paragraphs• Ask them right away to share• Facebook posts with pictures have 50-100% more likes
• Include 1x1 pixels to hack Facebook’s computer judge
• On Twitter, include an arrow --> before links
Spartz’s Virality Tips• Incentivize sharing to help virality along
• Share to get another contest entry• Tell a friend and both of you get a discount• Share and we’ll give money to charity
• Find out what’s popular with your users• Make a list of things you could bribe them with
• Discounts• Bundles
• Make a list of everything you want them to do• Give e-mail• Tweet• Like a page
Spartz’s Virality Tips• Virality = Emotion
• Humor• Nostalgia• Cute animals• Anger• Revenge• Injustice
“Will sharing this make me look cool?”
How George Takei Grew Followers
• Post the top story from Reddit
Now he just posts whatever he wants to say
Notes from Ryan Holiday
• Take advantage of an underutilized or under-exploited platform and design around benefiting that platform.
“Hey – people aren’t taking advantage of this thing yet!”
• Buzzfeed, Huffington Post and UpWorthy all used Facebook feed. Don’t emulate them, find your own platform that’s underutilized.
Notes from Ryan Holiday• Leverage other people’s audiences (LOPA)
• Popular blogs• Popular Twitter feeds• Facebook pages with lots of friends
• When trying to get your message to these sites, remember the immortal words of Robert Greene: never appeal to mercy or gratitude, always self-interest.
• “Would you please talk about my product?”• “Look – this is a game-changer. You’ll want to be
associated with it! BTW – I’m going to promote the crap out of this and this post is going to do really well”
• Share your media plan so they know your plan
redditlist.com/sfw
subreddits.org
Product Market Fit – you have to make stuff that people want (this comes before everything). This is a necessary condition for growth. Growth Hacking can’t make a product sustainable.
1
Hi!
I'm the CEO here at Dwellable, and I spend a ton of time working with our customers. First, I wanted to thank you for choosing the Dwellable app to kick off your new year travel plans! I'm writing because we're working on a marketing project and I wanted to ask you a favor. Would you be willing to spend 20 minutes on the phone with our brand marketing person, talking about your experience using Dwellable and other travel resources? We would be very, very grateful to hear your insights, and would send you a $25 gift card to Starbucks to show our appreciation.
Again, thank you for being a valued Dwellable traveler! KW
Find Your Growth Hack – don’t copy examples of other growth hacks, locate your own niche. This gets you started for the next step.
2
Going Viral – Virality must be built into the product (see step 1). If you don’t do this, you have to keep repeating step 2.
3
Retention and Optimization – “Retention trumps acquisition.” If you create long-term customers, you can do growth by expanding offerings for existing customers as well as getting new one.
4
Hacking the Growth of Your Book
• E-book instead of paper• $3 price • 15 different articles as a guest blogger ready to go • 3 SlideShare presentations (thousands of views)• Pre-orders are hard and Amazon rewards velocity• Publishing blogs and doing interviews after book
availability• Plan your digital barrage to coincide with
introduction
Hacking the Growth of Your Book
• Partnered with BitTorrent to offer for free:• 700mb downloadable content bundle • 250 pages from the book, interviews, videos, photos
Resulted in• 2,000,000 downloads• 1,261,12 page visits• 880,009 Amazon impressions• 327,555 Tim Ferriss website impressions• 293,936 book trainer impressions
How Do You Keep Up?
quora.com/Growth-Hacking
growthhacker.tv$50 per month$160 per year
growthhacker.tv
Important Stuff•Conversion rate•Acquisition cost•Cohort analysis•Trackable and testable customer acquisition strategy
Google analytics
Common Advice
• Create something great• Build growth and sharing into the product from the
very beginning• Use hacks to incentivize sharing – engineer your
virality• Sign-up lists• Rewards for social sharing• Discounts for getting others to sign-up
• Continuous value sustains profitability• Focus on customer retention, not acquisition
Common Advice
• Study/interview converted customers or users – there are lessons there
• Find the ah-ha moment for your product• Twitter: 30 followers• Facebook: 7 friends in 10 days
• Look at your funnel gates for leaks and opportunities• Brainstorm tests for improvements
• If your bounce rate is too high, stop hacking to get visits!
• Run the tests and implement the improvements
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