Post on 07-Jan-2017
EXPERIMENT DRIVEN MARKETING FOCUSED ON HOW PRODUCT USE CREATES GROWTH.
Yours Truly
HOW I DEFINE GROWTH HACKING
Satya Patel, 2014 Agile Marketing Meetup
TWITTER GROWTH 2010 - 2012U
sers
(MM
)
0
50
100
150
200
Q1 '10 Q3 '10 Q1 '11 Q3 '11 Q1 '12 Q3 '120.5 tests/week 10 tests/week
TESTING DRIVES GROWTH
TWITTER CASE STUDY
‘GROWTH RELIES ON OPTIMIZATION’
▸ Iterated through many homepage tests
▸ Fixed form validation error with non-Western account names leading to +80k new accounts per day
PINTEREST CASE STUDY
‘GROWTH HACKING 2015+’
▸ Optimize copy across customer communications in 30 languages
▸ Make it easy to run experiments at scale (30 languages, 15 variants each)
▸ Have experiments auto-resolve themselves
https://medium.com/@jwegan_com/how-pinterest-increased-maus-with-one-simple-trick-be424b02429d#.w1n7bpch8
Faster Tempo = More Learning More Learning = More Growth
http://collegesportsblog.dallasnews.com/2014/01/baylor-10th-overall-in-espns-way-too-early-top-25-college-football-rankings.html/
http://searchengineland.com/local-content-silos-secret-local-search-success-223371
GROWTH IS A HORIZONTAL FUNCTIONGROWTH IS A HORIZONTAL FUNCTION
ORG STRUCTURE
THE GROWTH TEAM
▸ PM Growth
▸ Analyst
▸ Growth Engineer
▸ Digital marketers
▸ Specialist(s)
Zuckerberg poses with some of his deputies at Antonio’s Nut House in Palo Alto, a popular staff hangout:Chamath Palihapitya, vice president for growth, mobile and international; Zuckerberg; Mike Schroepfer,vice president of engineering; Jonathan Heiliger, vice president of technical operations; Chris Cox,vice president of product.
IDEATE
PRIORITIZE
TEST
ANALYZE
Unbridled Ideation
Focus Prioritization
Rapid Testing of Promising Ideas
Analysis Learning
GROWTH PROCESS
GROWTH PROCESS
IDEAS ARE THE FUEL FOR GROWTH
▸ Full team participation (engineering, marketing, ops, etc.)
▸ All funnel elements (AARRRR)
▸ Ideas written as hypotheses
GROWTH PROCESS
HYPOTHESIS QUALITY DICTATES IMPACT
▸ Data and evidence based
▸ Testable
▸ Defensible
http://mrssirilla.weebly.com/scientific-methods.html
GROWTH PROCESS
FOCUS & PRIORITIZATION
▸ Growth lead owns focus (North Star, OKR, etc.)
▸ Hypotheses are scored and sized (ICE Score)
▸ Growth team nominates experiments for testing
Get access to Project @ http://project.growthhackers.com
GROWTH PROCESS
PRIORITIZE FOR IMPACT
Base Conversion
Rate
% Change vs. Control
Required Sample Size /
Variant
Test Days Required
Example A 3% 5% 72,300 72
Example B 3% 10% 18,500 18
Example C 3% 30% 2,250 2
Source: Andy Johns, WMD 2015 talk
GROWTH PROCESS
WEEKLY GROWTH MEETING
▸ Growth team participation
▸ One full hour, regimented agenda
▸ Not time for brainstorming
▸ Similar to sprint planning / retrospective meetings from Agile process
▸ Drives process, accountability, velocity
GROWTH PROCESS
GROWTH MEETING AGENDA
▸ KPI Review and Update Focus (15 min)
▸ Review last week’s testing sprint (10 min)
▸ Key lessons learned from completed/analyzed tests (15 min)
▸ Selected tests for this week (15 min)
▸ Idea backlog review and favorites (5 min)
Get a copy of agenda doc here:
http://bit.ly/growthmtg
Get our testing template here:
http://bit.ly/experimenttemplate
IDEATE
PRIORITIZE
TEST
ANALYZE
Unbridled Ideation
Focus Prioritization
Rapid Testing of Promising Ideas
Analysis Learning
GROWTH PROCESS
SOCIAL LOGIN TESTOriginal Visitors: 3151 Conversions: 605 Conversion Rate: 19.2%
Variation 1 (w/o social sign-in) Visitors: 3147 Conversions: 750 Conversion Rate: 23.8%
Result: With >99% confidence, the 24% improvement seen with Variation 1 is statistically significant.
FUNNEL TEST
Result: With >98% confidence, the 32% improvement seen with 10% variant is statistically significant. By offering 10% discount we are increasing revenue by 18.9% over control.
10% Variant Visitors: 4260 Conversions: 303 Conversion Rate: 7.11%
25% Variant Visitors: 2830 Conversions: 213 Conversion Rate: 7.53%
IDEATE
PRIORITIZE
TEST
ANALYZE
Unbridled Ideation
Focus Prioritization
Rapid Testing of Promising Ideas
Analysis Learning
GROWTH PROCESS