"the growth experimentation process" by ivan kirigin, ceo at yesgraph
TRANSCRIPT
History Growth Process Growth Ops Definite Optimism [email protected]
History iRobot Tipjoy, YC W08 Facebook Dropbox YesGraph, YC W15
1. Pick a goal 2. Build a map 3. Triage 4. Parallel experiments
1. Pick a goal 2. Build a map 3. Triage 4. Parallel experiments
1. Pick a goal 2. Build a map 3. Triage 4. Parallel experiments
1. Pick a goal 2. Build a map 3. Triage 4. Parallel experiments
1. Pick a goal 2. Build a map 3. Triage 4. Parallel experiments
Growth Ops
Talk to Customers
% Retained
Age
User Age
% Retained
Retention is King
Mapping a Mobile App 1.app store → search 2.install 3.open app & register 4.notification → reengagement
app store → search which search terms category rankings featured rankings by category search paid acquisition
install screenshots reviews & ratings title & description app size
open & register value prop copytext vs demo onboarding & education permissions prompts preview app experience form fields
notification channel: email vs push transactional vs lifecycle vs ... CTA copytext
notification —> reengagement deep link into app page degree: # days in last 7 which actions taken cycle to trigger others
Usage Convert ViralCoefficientSpread
InvitesInviters
NewInvites
NewAll Users
* * =
=* *InvitersAll Users
Mapping a Viral Flow
Triage
Triage
Experimental Doc 1.Overview 2.Hypothesis 3.Implementation Notes 4.Results & Data 5.Lessons Learn
Experimental Docs
Target 3 Experiments per week
Growth Team Org Chart
vs
Growth Team Org Chart
Become a Definite Optimist
1. Pick a goal 2. Build a map 3. Triage 4. Parallel experiments 5. Keep score
Definite Indefinite
Optimism US 50s-60s US today
Pessimism China Europe
$0.03 2030
$0.03 months
laer
solar mars ML bio to work online courses & work connected world new silicon valley
