growth hacking fundamentals @ echelon jakarta (by growth hacking asia)
TRANSCRIPT
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AGENDA
1. What is Growth Hacking?
a. Growth Hacking Misconceptions
b. Growth Hacking - The Real Deal
2. When to Growth Hack?
3. Examples of Growth Drivers
4. How to get started with the Growth Hacking Process?
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1WHAT IS GROWTH HACKING?
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THE ORIGINS
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GROWTH HACKING MISCONCEPTIONS & THE REAL DEAL
Misconceptions:
● Growth Hacking = Digital Marketing● Copying “Growth Hacks” Works● Growth Hacking Is About Tactics - Finding a Silver Bullet● Growth Hacking = User Acquisition
What It Really Is:
● Product as Growth Driver● Experimentation & Rapid Testing● Process Driven Approach
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GROWTH HACKING = DIGITAL MARKETING?
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GROWTH HACKING MISCONCEPTIONS
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“How this startup grew from 250 to 5,000 users in 24 hours with this simple growth hack”
Some of the top posts in growthhackers.com:
● How we Figured Out What Makes People Love Ghost 1,000% More● 15 Twitter Hacks That Will Turn You Into a Twitter Ninja● 10 Brilliant Marketing Stunts That Put Startups On The Map Read● The 3 hacks that got SpringSled 138,790 users in less than 40 days● How to Gather 100,000 Emails in One Week (Includes Successful Templates,
Code, Everything You Need)
GROWTH HACKING MISCONCEPTIONS
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On GrowthHackers.com, categories include…
GROWTH HACKING MISCONCEPTIONS
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ABOUT COPYING “GROWTH HACKS”...
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“Growth Hacks” can’t be duplicated, there are too many variables:
● Different audiences
● Different contexts
● Different products
● Different user experiences
● Different motivations
● Different times
● Etc.
COPYING GROWTH HACKS
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COPYING GROWTH HACKS
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COPYING GROWTH HACKS
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Don’t blindly copy things - do what works best for you
COPYING GROWTH HACKS
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ABOUT SILVER BULLETS...
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SILVER BULLETS?
?
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THE GROWTH HACKING FUNNEL
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Acquisition = getting people to come to your site
THE GROWTH HACKING FUNNEL
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EXAMPLE: UBER
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Activation = getting people to take the required action, e.g. purchase, sign up
THE GROWTH HACKING FUNNEL
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EXAMPLE: UBER
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Retention = getting users to come back to your site
THE GROWTH HACKING FUNNEL
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EXAMPLE: UBER
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Referral = getting active users to refer others
THE GROWTH HACKING FUNNEL
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EXAMPLE: UBER
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EXAMPLE: UBER
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Revenue = monetising active users
THE GROWTH HACKING FUNNEL
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EXAMPLE: UBER
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GROWTH HACKING = USER ACQUISITION?
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GROWTH HACKING = USER ACQUISITION?
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Viddy is a social video application that enables its users to capture, edit, and share videos, photos, and collages with friends.
EXAMPLE: VIDDY
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EXAMPLE: VIDDY
‘The Instagram For Video’Celebrity users like Mark Zuckerberg, Justin Bieber, Snoop Dogg, and T-Pain
FundingRaised $30 million in May 2012Valued at $370 millionInvestors like Twitter co-founder Biz Stone, Shakira, and Jay-Z's Roc Nation
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EXAMPLE: VIDDY
Returned $18 million of its big funding round to investorsBought out by Fullscreen
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Optimize
Optimize
Optimize
Optimize Optimize
GROWTH HACKING = USER ACQUISITION?
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PRODUCT AS GROWTH DRIVER
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YOU + CUSTOMER
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The Aha! moment
Many leading tech companies have promoted “aha moments”—the instant a user understands the value of their product—as a key to growth.
Credit: Chamath Palihapitiya and Facebook’s “aha moment”
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→ Facebook’s ”5 friends in 10 days” insight
PRODUCT AS GROWTH DRIVER
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PRODUCT AS GROWTH DRIVER
→ Twitter’s ”follow 30 people” insight
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RAPID EXPERIMENTATION PROCESS
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HIGH TEMPO TESTING
→ Growthhackers.com grew from 90,000 MAU to 152,000 MAU in eleven weeks without spending a dollar on advertising or increasing the size of their growth team
HOW?
● Including all stakeholders (interns, community members, developers, growth team, etc.) in ideation brainstorming
● Kicking off 3 experiments per week
EXPERIMENTATION AND RAPID TESTING
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Brainstorm
Prioritize
Develop Hypotheses
Test & Analyse
Systemize/ Iterate
EXPERIMENTATION PROCESS
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WHEN TO GROWTH HACK?2
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GROWTH STAGES
Problem-Solution Fit Product-Market Fit ScaleGrowth
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GROWTH STAGES
Problem-Solution Fit Product-Market Fit ScaleGrowth
Focus: Validated Learning
Experiments: Pivots
Terrain: Qualitative
Focus: Growth
Experiments: Optimisations
Terrain: Quantitative
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GROWTH STAGES - PRODUCT MARKET FIT
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GROWTH STAGES - PRODUCT MARKET FIT
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GROWTH STAGES - PRODUCT MARKET FIT
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How would you feel if you could no longer use my product?
XX
GROWTH STAGES - PRODUCT MARKET FIT
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GROWTH STAGES - PRODUCT MARKET FIT
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EXAMPLES OF GROWTH DRIVERS3
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GROWTH STAGES - GROWTH
Problem-Solution Fit Product-Market Fit ScaleGrowth
● Identify repeatable, scalable user acquisition channels
● Identify your must-have user experience and maximise % of users that gets there
● Develop viral loops
● Set up retention mechanics
● Focus on 1 metric and optimise 1 stage of the funnel at a time
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1) User Acquisition○ Platform Integrations
○ Embeds
○ Powered by
○ Free Tools
○ SEO (Landing Pages)
○ Affiliate Programs and Partnerships
2) Activation○ Data Driven Growth
3) Referral● Virality
4) Retention● Community
GROWTH DRIVERS
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USER ACQUISITION
Platform Integrations
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PLATFORM INTEGRATIONS
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PLATFORM INTEGRATIONS
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PLATFORM INTEGRATIONS
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PLATFORM INTEGRATIONS
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PLATFORM INTEGRATIONS
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USER ACQUISITION
Embeds
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EMBEDS
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USER ACQUISITION
Powered by
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POWERED BY
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USER ACQUISITION
Free Tools
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FREE TOOLS
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FREE TOOLS
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USER ACQUISITION
SEO (Landing Pages)
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SourceL http://blog.hubspot.com/blog/tabid/6307/bid/33756/Why-You-Yes-You-Need-to-Create-More-Landing-Pages.aspx
Companies with 10+ landing pages get 55% more signups
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Each page should be 90% unique:
•Different offers•Different customer segments•Different unique selling points
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USER ACQUISITION
Affiliate Programs & Partnerships
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AFFILIATE PROGRAMS & PARTNERSHIPS
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AFFILIATE PROGRAMS & PARTNERSHIPS
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AFFILIATE PROGRAMS & PARTNERSHIPS
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AFFILIATE PROGRAMS & PARTNERSHIPS
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ACTIVATION
Data Driven Growth
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DATA DRIVEN GROWTH
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DATA DRIVEN GROWTH
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DATA DRIVEN GROWTH
ChenLi Wang, who runs growth at Dropbox, has noted that the best indicator of
whether someone will continue using Dropbox is when they put at least one file
in one Dropbox folder.
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DATA DRIVEN GROWTH
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REFERRAL / USER ACQUISITION
Virality
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VIRALITY
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VIRALITY
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VIRALITY
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RETENTION
Community
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COMMUNITY
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90
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91
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HOW TO GET STARTED WITH THE GROWTH HACKING PROCESS? 4
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GROWTH HACKING PROCESS
Focus on one metric at a time and optimize it through a process of experimentation.
Step 3: Develop Hypotheses
Step 4: Run the Experiment
Step 5: Analyse Results
Step 6: Systemise and Repeat
Foundation 1: Identify metric to improve and develop OKRs
Foundation 2: Collect qualitative and quantitative data to understand the reason behind the bad performance
Step 1: Brainstorm ideas how to improve the metric
Step 2: Prioritize the Ideas
![Page 95: Growth Hacking Fundamentals @ Echelon Jakarta (by Growth Hacking Asia)](https://reader035.vdocuments.net/reader035/viewer/2022062401/5877eedc1a28ab20088b6ae7/html5/thumbnails/95.jpg)
EXPERIMENTATION PROCESS
Example: Hello Bar
![Page 96: Growth Hacking Fundamentals @ Echelon Jakarta (by Growth Hacking Asia)](https://reader035.vdocuments.net/reader035/viewer/2022062401/5877eedc1a28ab20088b6ae7/html5/thumbnails/96.jpg)
GROWTH HACKING PROCESS
Focus on one metric at a time and optimize it through a process of experimentation.
Step 3: Develop Hypotheses
Step 4: Run the Experiment
Step 5: Analyse Results
Step 6: Systemise and Repeat
Foundation 1: Identify metric to improve
Foundation 2: Collect qualitative and quantitative data to understand the reason behind the bad performance
Step 1: Brainstorm ideas how to improve the metric
Step 2: Prioritize the Ideas
![Page 97: Growth Hacking Fundamentals @ Echelon Jakarta (by Growth Hacking Asia)](https://reader035.vdocuments.net/reader035/viewer/2022062401/5877eedc1a28ab20088b6ae7/html5/thumbnails/97.jpg)
FOUNDATION 1: IDENTIFY METRIC TO IMPROVE
Example: Hello Bar Funnel
→ Low installation rate
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GROWTH HACKING PROCESS
Focus on one metric at a time and optimize it through a process of experimentation.
Step 3: Develop Hypotheses
Step 4: Run the Experiment
Step 5: Analyse Results
Step 6: Systemise and Repeat
Foundation 1: Identify metric to improve
Foundation 2: Collect qualitative and quantitative data to understand the reason behind the bad performance
Step 1: Brainstorm ideas how to improve the metric
Step 2: Prioritize the Ideas
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FOUNDATION 2: COLLECT DATA
Example: Hello Bar
Identify the Problem - Why don’t people install?
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FOUNDATION 2: COLLECT DATA
Example: Hello Bar
Identify the Problem - Why don’t people install?
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Example: Hello Bar
Identify the Problem - Why don’t people install?
FOUNDATION 2: COLLECT DATA
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Example: Hello Bar
Identify the Problem - Why don’t people install?
FOUNDATION 2: COLLECT DATA
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EXPERIMENTATION PROCESS
Brainstorm
Prioritize
Develop Hypotheses
Test & Analyse
Systemize/ Iterate
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GROWTH HACKING PROCESS
Focus on one metric at a time and optimize it through a process of experimentation.
Step 3: Develop Hypotheses
Step 4: Run the Experiment
Step 5: Analyse Results
Step 6: Systemise and Repeat
Foundation 1: Identify metric to improve
Foundation 2: Collect qualitative and quantitative data to understand the reason behind the bad performance
Step 1: Brainstorm ideas how to improve the metric
Step 2: Prioritize the Ideas
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1) Test 2 different value propositions
2) Offer more installation options
3) Redesign the Hello Bar
4) …..
BRAINSTORM IDEAS
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GROWTH HACKING PROCESS
Focus on one metric at a time and optimize it through a process of experimentation.
Step 3: Develop Hypotheses
Step 4: Run the Experiment
Step 5: Analyse Results
Step 6: Systemise and Repeat
Foundation 1: Identify metric to improve
Foundation 2: Collect qualitative and quantitative data to understand the reason behind the bad performance
Step 1: Brainstorm ideas how to improve the metric
Step 2: Prioritize the Ideas
![Page 107: Growth Hacking Fundamentals @ Echelon Jakarta (by Growth Hacking Asia)](https://reader035.vdocuments.net/reader035/viewer/2022062401/5877eedc1a28ab20088b6ae7/html5/thumbnails/107.jpg)
STEP 3: DEVELOP HYPOTHESES
Example: Hello Bar
Hypothesis:
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GROWTH HACKING PROCESS
Focus on one metric at a time and optimize it through a process of experimentation.
Step 3: Develop Hypotheses
Step 4: Run the Experiment
Step 5: Analyse Results
Step 6: Systemise and Repeat
Foundation 1: Identify metric to improve
Foundation 2: Collect qualitative and quantitative data to understand the reason behind the bad performance
Step 1: Brainstorm ideas how to improve the metric
Step 2: Prioritize the Ideas
![Page 109: Growth Hacking Fundamentals @ Echelon Jakarta (by Growth Hacking Asia)](https://reader035.vdocuments.net/reader035/viewer/2022062401/5877eedc1a28ab20088b6ae7/html5/thumbnails/109.jpg)
STEP 4: RUN THE EXPERIMENT
Example: Hello Bar
New Work Flow
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Example: Hello Bar
New Work Flow
STEP 4: RUN THE EXPERIMENT
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Example: Hello Bar
New Work Flow (41.67% responded with “WordPress Plugin”)
STEP 4: RUN THE EXPERIMENT
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Example: Hello Bar
New Work Flow (25% responded with “Email my developer / web designer”)
STEP 4: RUN THE EXPERIMENT
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Example: Hello Bar
New Work Flow
STEP 4: RUN THE EXPERIMENT
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GROWTH HACKING PROCESS
Focus on one metric at a time and optimize it through a process of experimentation.
Step 3: Develop Hypotheses
Step 4: Run the Experiment
Step 5: Analyse Results
Step 6: Systemise and Repeat
Foundation 1: Identify metric to improve
Foundation 2: Collect qualitative and quantitative data to understand the reason behind the bad performance
Step 1: Brainstorm ideas how to improve the metric
Step 2: Prioritize the Ideas
![Page 115: Growth Hacking Fundamentals @ Echelon Jakarta (by Growth Hacking Asia)](https://reader035.vdocuments.net/reader035/viewer/2022062401/5877eedc1a28ab20088b6ae7/html5/thumbnails/115.jpg)
STEP 5: ANALYSE RESULTS
Example: Hello Bar Funnel
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Example: Hello Bar Funnel
STEP 5: ANALYSE RESULTS
![Page 117: Growth Hacking Fundamentals @ Echelon Jakarta (by Growth Hacking Asia)](https://reader035.vdocuments.net/reader035/viewer/2022062401/5877eedc1a28ab20088b6ae7/html5/thumbnails/117.jpg)
GROWTH HACKING PROCESS
Focus on one metric at a time and optimize it through a process of experimentation.
Step 3: Develop Hypotheses
Step 4: Run the Experiment
Step 5: Analyse Results
Step 6: Systemise and Repeat
Foundation 1: Identify metric to improve
Foundation 2: Collect qualitative and quantitative data to understand the reason behind the bad performance
Step 1: Brainstorm ideas how to improve the metric
Step 2: Prioritize the Ideas
![Page 118: Growth Hacking Fundamentals @ Echelon Jakarta (by Growth Hacking Asia)](https://reader035.vdocuments.net/reader035/viewer/2022062401/5877eedc1a28ab20088b6ae7/html5/thumbnails/118.jpg)
STEP 4: RUN THE EXPERIMENT
New Work Flow
![Page 119: Growth Hacking Fundamentals @ Echelon Jakarta (by Growth Hacking Asia)](https://reader035.vdocuments.net/reader035/viewer/2022062401/5877eedc1a28ab20088b6ae7/html5/thumbnails/119.jpg)
Brainstorm
Prioritize
Develop Hypotheses
Test & Analyse
Systemize/ Iterate
RECAP: EXPERIMENTATION PROCESS