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Growth Hacking 101scale your app from zero to hero
Lukas MasuchGoogle+: +LukasMasuch Twitter: @lukasmasuch
Henning MuszynskiGoogle+: +HenningBalboa Twitter: @henningmus
Benjamin RäthleinGoogle+: +BenjaminRäthlein Twitter: @B3nRa
About us
FacebookThe Growth Hack everybody knows
Growth Process
Growth Process
Validated-Learning-Cycle
Analytics Tools
Google Analytics: “Arm your team with the marketing data & insights they need to make informed decisions”
Crashlytics: Stay tuned about the crash behavior of your app.
Google Play Dev Console: Get general metrics such as number of downloads and user rating
Product/Market FitHow Dropbox got 70k customers without a product
70000 users signed up for beta overnight and strong interest by investors
Landing PageCatch your audience
Outperformed competitors with $4500 video.
Todays valuation: $615 million
Landing Page – A/B TestingHow Highrise doubled signups with a pretty face
Landing Page – A/B TestingDon’t be the John in your team
Landing Page – ToolsGet your Landing Page up in minutes
Launchrock: Click your landing page for free
MailChimp: Collect, manage & send your mails
LeadPages: Launchrock on steroids
Waiting ListMostexclusivewebsite.com – the title says it all
Over 1 million users signed up resulting in 63.76 years were spent waiting
Waiting ListMostexclusivewebsite.com – the title says it all
Over 1 million users signed up resulting in 63.76 years were spent waiting
Waiting ListStanding in line for Mailbox
800k users in queue at once resulting in over 1 million sign-ups in 6 weeks
Invite system for 1 year, beta for > 3 years
Invites were sold for up to $500
Invite SystemThis has to be an April Fools Hoax
Invite SystemOnePlus and the circle of VIPs
25.6M visits in Dec. 2014 to check invite status and generated a total revenue of $300 million
Invite SystemEllo pokes the giant
35k invites / hour (28. Sept. 2014)
Waiting List & Invite SystemThe Yin & Yang of Growth Hack
Buzz, Beta Testing & Stability
Combine with benefits for social media actions
Exclusivity & Snowball Effect
Combine & Conquer
Big Press LaunchBoom goes the dynamite
Press Release App. Buy PR. Get Press. Growth !?
When should I launch my startup? My answer is almost always the same: don’t – Eric Ries (Lean Startup)
Don’t combine product release with a marketing launch. Do a marketing launch later when you have good indicators and a clear strategy.
Launch StrategyRelease silently, grow organically and collect feedback
Promote Promote PromoteSpam Spam Spam your Target Group
Promote Promote PromoteHackerNews Launch - Success Story
Takeaways: If not successful -> post again, encourage participation, time your post (morning/breakfast time in SF), join conversation, ask for specific feedback
Social MediaWhat fuels engagement
Social MediaBest Day
Social MediaBest Timing
Social MediaTools
It’s a set of actions that separate customers who find value in your product from those who don’t.
AHA MomentThe one metric to rule them all
AHA MomentHow long it needs to get hooked
Study about how many episodes it takes to get you hooked on a TV show.
AHA MomentTwitters point of no return
Once a user follows 30 people, they're more or less active forever – Josh Elman (Growth Manager @ Twitter)
Figure out your AHA moment and focus your UX to encourage people to reach it
AHA MomentFacebooks magic number
Get a user to reach 7 friends in 10 days after signing up – Chamath Palihapitiya (ex-Lead of Growth @ Facebook)
This number was the single focus and allowed the team to drive towards a clear objective
AHA MomentAirbnb bookings depend on aesthetics
The photos were really bad. No one was booking because you couldn't see what you were paying for.– Joe Gebbia (Co-Founder of Airbnb)
Airbnb now offers its hosts free professional photography services from thousands of freelancers
Reddit was first populated with content submitted by fake users to not look like a ghost town.
Fake It Till You Make ItFaking demand does not only work the on stock market
User Activation Push Notification
User Activation Facebook Photo Tagging
Facebook’s photo tagging feature turned out as an extremely effective viral growth and retention loop
Retention: Notifying inactive users resulted in retention rate of 75% (visual and personal stimuli)
Growth: Fueled user acquisition by notifying non-users about photo tagging
User Reactivation This email brings users back to your app
Referrals – PayPal
One customer acts as sales person for bringing in other customers – Elon Musk (Co-founder of PayPal)
Started a $10 Refer-A-Friend viral marketing campaign in the early 2000s
7-10% daily user growth resulting in about 1 million customers in one year
Referrals - Dropbox
Increased signups from 100k to 4 million users (60%) in 15 months with about 2.8 million referral invites
Referrals - Airbnb
Increased bookings by over 25%
Referrals – Airbnb Learnings
A rebuilt referral system involved 3 months, 30k lines of code and extensive A/B testing.
Focus: personalization, discoverability, localization
Referrals - Uber
Personalization
Social Sharing
Progress
Leverage Friends – Facebook
• Famous ambassadors
• Seeing all your friends
• Word-of-Mouth
• Television Appearance
QuizClash: Addictive social quiz makes it easy toplay with your friends
Facebook API is much more restrictive nowadays
Leverage Friends – Address Book
Black-hat Growth Tactic: LinkedIn had to pay $13m for spamming mails to your contacts
When LinkedIn introduced Address Book Import their invitations increased by 30%
Sign-up and Friend Discovery via phone numbers is a proven concept
App Store Optimization
App Store Optimization
Polish your visuals: Video, Screenshots and App Icon
Research your Keywords: Put them in the title and repeat them in the description
63% of Apps are discovered through app store searches„“
App Store OptimizationSEO for your mobile app
App Store OptimizationAdWords Keyword Planner is here to help
Social ContestsQwertee – the friendly shirt dealer
Collected more than 200.000 likes on their page
CountdownThe ever-effective trick from a psychologist‘s tool belt
Groupon grew faster than Ebay, Amazon or Google
Call-to-Action with clear benefits
CountdownThe ever-effective trick from a psychologist‘s tool belt
Countdown for psychological pressure
CountdownThe ever-effective trick from a psychologist‘s tool belt
Online peer pressure
CountdownThe ever-effective trick from a psychologist‘s tool belt
Social components: Sharing and Buying for a friend
CountdownThe ever-effective trick from a psychologist‘s tool belt
CrosspostingOr: How YouTube became the powerhouse it is today
CrosspostingOr: How YouTube became the powerhouse it is today
CrosspostingOr: How YouTube became the powerhouse it is today
CrosspostingAirBnB helps itself using Craigslist
CrosspostingInstagram made it easy to post to every platform
When posting shareable images add a watermark
Investor suggested to put “PS: I love you. Get your free email at Hotmail” under every E-Mail
• 3000 new signups every day
• 1 million users after 6 months
• 1.5 years later: 12 of 70 million internet users were registered
WatermarkingHotmail loves you
There is no right, no wrong, just growth!Test and experiment as much as possible
Learn from the best and apply it to your brand / product
Define your metricsto get actionable insights
Key TakeawaysIt’s all about the growth
Lukas Masuch
Henning Muszynski
Benjamin Räthlein
