Beruflich Dokumente
Kultur Dokumente
David Arnoux
@darnocks @twoodo
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
Growth Hacking
GH
DATA ANALYTICS
& TESTING
SOFTWARE
ENGINEERING
& AUTOMATION
GH
DATA ANALYTICS
& TESTING
SOFTWARE
ENGINEERING
& AUTOMATION
Test by hand
then automate and code
Digital Marketer
ACTIVATION
RETENTION
Growth Hacker
REVENUE
REFERRAL
A growth hackers
due north is Growth
User Acquisition
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
ACTIVATION
RETENTION
REVENUE
REFERRAL
User Acquisition
(top line growth)
2.
Product-Market Fit
#todo
Very disappointed
What is the
core user perceived value
of the very disappointed?
#todo
#tool
Pinpoint the
core user perceived value
Keep, store, analyze
all conversations
3.
First User Experience
Test your
value proposition
again and again
and again
#todo
usabilityhub.com
#tool
#todo
User Onboarding
Landing page
Sign up
Welcome
Getting started
MEASURE/TRACK
your website performance
HARD DATA
WHATs happening
on my website?
#tools
What to measure?
Read:
http://blog.twoodo.com/288/best-intro-guide-to-saasstartup-metrics/
#todo
PIRATE METRICS!
CUSTOMER INTENT
ACQUISITION
+ UTM trackers
ACTIVATION
RETENTION
REVENUE
REFERRAL
UTM Trackers
http://blog.hubspot.com/9-reasons-you-cant-resist-list?utm_campaign=blogpost
&utm_medium=social&utm_source=facebook
#todo
CUSTOMER INTENT
ACQUISITION
ACTIVATION
RETENTION
REVENUE
REFERRAL
What metrics
should we be measuring?
#question
Shoe shop
= Sell shoes
Airbnb
= Rent out spaces
Shoe shop
= # of shoes sold
Airbnb
1. # of spaces rented
2. # of spaces put up for rent
Shoe shop
Home page > product page
> checkout > sign up > pay
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
Trac source
Location
New vs. Returning
Man vs. Woman
Mobile vs. Webapp
Visited
Signed up
Activated
Referred
Why?
is this happening?
#question
SOFT DATA
WHY is this happening?
#tool
#tool
Usability testing
hypothesis
50 videos at 5x speed
4.
Data & Testing
(conversion rate optimization)
(source: contentverve.com)
12% conversion
26% conversion
+60%
(source: contentverve.com)
(source: conversionxl.com)
+200%
+16% sales
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
Be careful
There is no point in scaling if you have not reached
Thanks!
Q? / A!
David Arnoux
@darnocks @twoodo