Growth Hacking

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

David Arnoux
@darnocks @twoodo

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?

CREATIVE
MARKETING

Growth Hacking

GH
DATA ANALYTICS
& TESTING

SOFTWARE
ENGINEERING
& AUTOMATION

What is Growth Hacking?

CREATIVE
MARKETING

David VS. Goliath

YOURE David

Know your customers by heart

Measure (almost) everything

GH
DATA ANALYTICS
& TESTING

SOFTWARE
ENGINEERING
& AUTOMATION

Test by hand
then automate and code

Growth Hacker vs. Digital Marketer

Sales/Product funnel
ACQUISITION

Getting people to visit your website

Digital Marketer

ACTIVATION

Users get a great first time experience

RETENTION

Making sure users come back

Growth Hacker

REVENUE

How do we sell the product?

REFERRAL

Users invite others

A growth hackers
due north is Growth

User Acquisition

What is Growth Hacking?

CREATIVE
MARKETING

David VS. Goliath

YOURE David

Know your customers by heart

Measure (almost) everything

GH
DATA ANALYTICS
& TESTING

SOFTWARE
ENGINEERING
& AUTOMATION

Test by hand
then automate and code

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

1.
User Acquisition

CUSTOMER INTENT
ACQUISITION

Getting people to visit your website

ACTIVATION

Users get a great first time experience

RETENTION

Making sure users come back

REVENUE

How do we sell the product?

REFERRAL

Users invite others

FULFILMENT OF CUSTOMER INTENT

User Acquisition Channels

User Acquisition
(top line growth)

2.
Product-Market Fit

- 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 value
of 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 the
core user perceived value
Keep, store, analyze
all conversations

3.
First User Experience

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 your
value proposition
again and again
and again
#todo

Test that it works with

5-second tests.

usabilityhub.com
#tool

Show core perceived value in

First User Experience
= User Onboarding
#todo

Define steps of the ideal

First 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 DATA
WHATs happening
on my website?

Your best friends

#tools

What to measure?

Read:
http://blog.twoodo.com/288/best-intro-guide-to-saasstartup-metrics/

#todo

PIRATE METRICS!

CUSTOMER INTENT
ACQUISITION

Getting people to visit your website

+ UTM trackers

ACTIVATION

Users get a great first time experience

RETENTION

Making sure users come back

REVENUE

How do we sell the product?

REFERRAL

Users invite others

FULFILMENT OF CUSTOMER INTENT

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

#todo

google URL builder

Which acquisition channels are working for us?

How are they working down the funnel?

Keep track of your UTM rules

CUSTOMER INTENT
ACQUISITION

Getting people to visit your website

ACTIVATION

Users get a great first time experience

Event based tracking tools

RETENTION

Making sure users come back

REVENUE

How do we sell the product?

REFERRAL

Users invite others

+ home made tools

FULFILMENT OF CUSTOMER INTENT

What metrics
should 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 rented
2. # 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

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

Step 4: Define your segmentation criteria

Trac source
Location
New vs. Returning
Man 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 DATA
WHY 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 these

hypothesis?

4.
Data & Testing
(conversion rate optimization)

AB test your sign up forms!

(source: contentverve.com)

AB test your Value Proposition

12% conversion

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.

Iz overwhelmed.

Identify your
most important pages
Top landing pages
Top exit pages
Highest trac pages
Most expensive pages

P.I.E.S

Potential 1 - 10
Importance 1 - 10
Ease 1 - 10
= Sum 3 - 30

A/B Testing ideas

Test the concept

before you test the design!

We grew our home page conversion rate by

133%
How we increased our retention rates by
270% in 6 weeks

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