growth hacking quick wins
TRANSCRIPT
GROWTH HACKING QUICK WINS29 THINGS YOU SHOULD BE DOING (BUT PROBABLY AREN’T)
@MATTANGRIFFEL
“THERE ARE NO SILVER BULLETS”
FUCK THAT. LET’S TALK ABOUT SILVER BULLETS.
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MEASURE HAPPINESS1
NET PROMOTER SCORE
“How likely are you to recommend our company to a friend or colleague?”
TWO POPULAR TOOLS TO USE
PRO TIP: ASK YOUR PROMOTERS TO
SHARE
CREATE MORE LANDING PAGES2
New
Lea
ds I
ndex
# of Landing Pages
1 to 5 6 to 10 11 to 15 16 to 20 21 to 40 Over 40
COMPANIES WITH 10+ LANDING PAGES GET 55% MORE SIGNUPS
source: http://blog.hubspot.com/blog/tabid/6307/bid/33756/Why-You-Yes-You-Need-to-Create-More-Landing-Pages.aspx
EACH PAGE SHOULD BE 90% UNIQUE
Use different offers
Target different customer segment
Highlight different unique selling points
PRO TIP: SEND PAID ADS TO TARGETED LANDING PAGES, NOT YOUR HOMEPAGE
USE PAID ADS TO TEST HEADLINES & IMAGES3
THERE ARE TWO PROBLEMS WITH TESTING LANDING PAGES
#1: THEY MAY NOT GET ENOUGH TRAFFIC
#2: THERE ARE TOO MANY THINGS TO TEST
WHAT’S THE DIFFERENCE?
MOST PAID ADS HAVE ALL THE KEY ELEMENTS OF A LANDING PAGE
Headline
Body copy
Image
USING PAID ADS FOR TESTING SAVES TIME & MONEY
+35% CTR
+18% CTR
+136% CTR
(MAKE SURE TO TURN OFF AD CONVERSION OPTIMIZATION)
PRO TIP: USE AD TARGETING TO TEST YOUR AUDIENCE
SET UP REDIRECTS FOR LINK-TRACKING4
THIS LETS YOU PROVIDE DISCOUNT CODES AND DO BETTER TRACKING
YOU CAN USE THESE DURING TALKS, IN PODCAST ADS, ON
FLYERS, AND IN PERSON
REMOVE LANDING PAGE LINKS5
REMOVE LINKS THAT DISTRACT PEOPLE FROM YOUR CALL TO ACTION
+91%
THE SAME PAGE WITHOUT THE NAVIGATION LINKS…
9% CONVERSION RATE 17% CONVERSION RATE
source: http://www.sparkpage.com/no-navigation-more-conversions/
+100%
3% CONVERSION RATE 6% CONVERSION RATE
source: https://vwo.com/blog/a-b-testing-case-study-navigation-menu/
GROUPON SHOWS A DIFFERENT PAGE DEPENDING ON HOW YOU GET THERE
DIRECT TRAFFIC: NO FOOTER
PRO TIP: TEST MINIMAL LANDING PAGES
WHAT DO THESE PAGES HAVE IN COMMON?
PRO TIP #2: ESPECIALLY ON YOUR CHECKOUT PAGES
AMAZON REMOVES NEARLY ALL LINKS DURING CHECKOUT
AMAZON REMOVES NEARLY ALL LINKS DURING CHECKOUT
(INCLUDING THIS GUY)
USE QUALAROO TO GET CUSTOMER FEEDBACK6
DISCOVER SIGNUP HESITATIONS
LEARN WHAT INFORMATION IS MISSING ON YOUR SITE
OR CUSTOMER INTENTIONS
THIS IS HOW YOU WILL COME UP WITH IDEAS TO TEST
BUY DEMOGRAPHIC DATA ABOUT YOUR USERS7
YOU GIVE THEM EMAILS, YOU GET BACK INFO ABOUT THOSE PEOPLE
SPLIT THE ASK8
Visit site Sign up
IF YOUR ASK IS TOO HIGH UP FRONT, YOU’RE ALIENATING POTENTIAL USERS
POTENTIAL USERS LOST
HIGH ACTIVATION THRESHOLD
“SPLITTING THE ASK”
Visit site Provide email Sign up
“SPLITTING THE ASK”
Visit site Provide email Sign up
Give them an incentive (eg. ebook, whitepaper, video)
Build a relationship & educate by sending
valuable content
WHY DOES THIS WORK?
YOU LOWER YOUR ACTIVATION RISK AT EACH POINT
IT SIMPLIFIES YOUR ASK AND ALLOWS YOU TO TEST MORE
“EMAIL DOESN’T WORK FOR MY BUSINESS”
YOU’RE WRONG.
JUST GET CREATIVE
TEST WEIRD CTA COPY9
SOME CASE STUDIES SHOW THAT NON-STANDARD CTAS CONVERT BETTER THAN THE OVERUSED
"LEARN MORE" AND "SIGN UP" BUTTONS.
JUST BE WEIRDER, FOR THAT MATTER
USE A CONTRASTING COLOR FOR YOUR CTA10
PUT YOUR CTA ON THE RIGHT11
PEOPLE READ FROM LEFT TO RIGHT IN AN F PATTERN
REPEAT YOUR CTA ABOVE AND BELOW THE FOLD12
ADD REASSURANCE COPY13
VALIDATE YOUR FORMS INLINE14
INLINE VALIDATION
BOOSTS FORM COMPLETION
RATES
REMOVE YOUR COUPON FIELD15
AND NONE OF THEM WORK
SO NOW YOU FEEL DEFEATED
HERE’S HOW WE DEAL WITH THIS:
HERE’S HOW WE DEAL WITH THIS:
USE EXIT INTENT POPUPS16
ADD BONUSES TO YOUR OFFERING17
A PRODUCT + BONUS HAS A HIGHER PERCEIVED VALUE THAN THE SAME
TWO PRODUCTS BUNDLED TOGETHER
PEOPLE PREFER THIS:
$1 FREE!
TO THIS:
$1
WHAT ARE YOU GIVING PEOPLE FOR FREE?
UPSELL & DOWNSELL18
WHEN SOMEONE IS READY TO BUY ITEM X, THEY'RE MUCH MORE LIKELY TO BUY ITEM Y.
END YOUR PRICES IN 7 OR 919
SHOW PROGRESS DURING CHECKOUT20
USE A PROGRESS BAR FOR MULTI-STEP FUNNELS AND
FORMS
PRO TIP: DON’T START AT 0
ADD LIVE CHAT SUPPORT DURING CHECKOUT21
FOR EXPENSIVE OR COMPLEX PRODUCTS, LIVE CHAT CAN MEAN THE DIFFERENCE
BETWEEN A SALE AND AN ABANDONED CART
READ THE CHAT TRANSCRIPTS TO DISCOVER OBJECTIONS
THAT YOU CAN ADDRESS EARLIER IN THE FUNNEL
TEST THE 5 MAJOR SHARING THE OPTIONS22
THAT MEANS:
DIRECT URL
BULK EMAIL
(GET CREATIVE)
GIVE “SYMMETRIC BONUSES”23
THE ORIGINAL:
OPTIMIZE YOUR REFERRAL LANDING PAGE24
STREAMLINE REGISTRATION FLOW
PUT THEIR INFO IN THE FORM IF YOU ALREADY KNOW IT
DEEPLINK TO MOBILE LANDING PAGES
GIVE PEOPLE A STATUS ON THEIR INVITES25
BUT DON’T BE A DOWNER
SEND REENGAGEMENT EMAIL26
USE SEGMENT27
CHANGE LANDING PAGES BASED ON TRAFFIC SOURCES28
EXPERIMENTAL!
ADD REFERRAL CODES TO EVERY URL29
EXPERIMENTAL!
(BONUS!) DO THE OPPOSITE OF EVERYTHING I JUST TOLD YOU30
VISIT ONEMONTH.COM TO CHECK OUT OUR COURSES
APPENDIX
THE LEAN MARKETING FRAMEWORK
Acquisition
Activation
Retention Referral
Revenue