Embed Size (px)
Citation preview
GROWTH HACKING 101
@rubenhamilius
GROWTH HACKING?
Thank you @Dilbert_daily
GROWTH HACKING
“ A marketing technique developed by technology startups which use
CREATIVITY, ANALYTICAL THINKING & SOCIAL METRICSto sell products and gain exposure
Using techniques such as SEO, WEBSITE ANALYTICS, CONTENT MARKETING & A/B TESTING,
growth hackers focus on LOW-COST & INNOVATIVE ALTERNATIVES to traditional marketing
”GROWTH FIRST, BUDGETS SECOND
Traditional Marketing360 Marketing
Lean MarketingExperimental Marketing
Data Driven Marketing
GROWTH FUNNEL
Acquisition = Getting people to your site / app
GROWTH FUNNEL
SEOSEM
WidgetsBlogs / Affiliates
Email / Newsletter
SocialBiz DevPRDirect, Tel, TVCampaigns, Contests
ACQUISITION
ACQUISITION
ACQUISITION
GROWTH FUNNEL
Product Features
Landing Pages
Copy Writing
Incentives
Activation = Getting people to take the required action e.g. purchase, sign up
ACTIVATION
ACTIVATION
GROWTH FUNNEL
Emails
Alerts
Blogs
Content
Loyalty Programs
Retention = Getting users to come back to your app / site
Retention
Retention
GROWTH FUNNEL
Ads
In-App purchases
Lead Gen
Subscriptions
Revenue = Monetizing active users
GROWTH FUNNEL
Campaigns
Contests
Widgets
Referrals = Getting active users to refer others
Referrals
AARRR Metrics
Funnel Analytics = Identify leaks and opportunities for conversion optimization
AARRR Metrics
Funnel Analytics = Identify leaks and opportunities for conversion optimization
30,000
800
1,000
600
50
AARRR Metrics
Funnel Analytics = Identify leaks and opportunities for conversion optimization
30,000
800
1,000
600
50
Activation rate = 33%
Retention rate = 80%
Monetization rate = 75%
Referral rate = 13%
Objectives based on Funnel Analytics
Example objective:DRIVE USER ACQUISITION
Example objective:DRIVE USER ACQUISITION
I want the channels that have LOW COST
And HIGH TRAFFIC
And HIGH CONVERSION
Your target audience is different
Your business model is different
Your market is different
Your product is different
Channels change constantlyThank you @bbalfour
There are no SILVER BULLETS
Thank you @Singpost
Don’t focus on TACTICS
or CHANNELS
Focus on PROCESS
Thank you @bbalfour
Growth Machine
Brainstorm
Prioritize
Develop Hypotheses
Test & Analyse
Systemize/ Playbook
Objectives based on Funnel Analytics
Growth Machine
Brainstorm
A/B test landing page with or without explainer video
Example:
Send drip email campaign to new sign-ups
Brainstorm
Brainstorm
Brainstorm
PrioritizeCost
Idea 1
Idea 2
Time need Potential reward
...
High
Low
High
Low
Low
Low
Hypothesis
Hypothesis
If we add an explainer video to our landing page, our conversion rate will increase by 20%.
Example:
Test and Analyze
Create 2 new variants of the landing page and include the explainer video at 2 different locations.
Example:
Ensure conversions are being tracked properly.
Split traffic evenly across the control (= existing landing page) and the variants (= run A/B test).
Run the experiment for 30 days.
Test and Analyze
Test and Analyze
SystemizeExample:
Implement the layout changes with the explainer video
Look to split-test explainer video on homepage
Look to split-test explainer video on other landing pages
REPEAT•
1. Audience Segment (young women, regional metro, older singles)2. Channel Source (social network, SEM, organic, PR, etc)3. Campaign Theme / Brand Promise (“find a job”, “learn to cook”)4. Landing Page & CTA5. Copy & Graphics
Experiment and optimize:
1. Build your Growth Hacking Funnel
2. Define objectives based on Funnel Analytics
3. Build your Growth Machine
4. Test - Measure - Learn - Repeat
GROWTH HACKING 101
Bonus
The only 3 universal Growth Hacks
Be the best at getting better
Thank you @bbalfour
Startups do customer development once, then don’t make it part of the
product process
Your next stepsRead The Definitive Guide to Growth Hacking if you’re a dummy.
Traction from Gabriel Weinberg and Zero to One from Peter Thiel The Innovators Solution by Clayton M. Christensen
Subscribe to Neil Patel at Quicksproutto Sean Ellis at Growthhackers.comto Brian Balfour at coelevateto Hiten Sah at SaaS Weeklyto Alex Turnbull at Groove
to Sam at thehustle.co
Study Brian Balfour’s Building a growth MachineTemplates at http://bit.ly/1K94rfE
Tools at http://growth.supply/free/all/ at Annie Cushing’s must have tools sheet.
Youtube any tool you need to learnGoogle everything else
Call RUBEN if all hope is lost.
Good Luck!
