Growth Driven Design (GDD) - Webinar by InboundLabs & HubSpot

MAKE INBOUND WORK A SIMPLE APROACH TO ENGINEERING GROWTH

OVERVIEW •  Habits of highly successful companies

•  What it is GDD and how it works

•  Three actions you can take today

FROM +50 CUSTOMERS Ambitious. High cost of ownership. Harder to drive then you think.

How to win a race?

WE WANT TO HELP

HOW? •  Share.

•  Collaborate.

PLAY BLINDFOLD

FIREMAN

FULL ATTACK

DATA PARALYSIS

LUCKY SHOT

DATA ADICT

THE AB GUY

THE HACKER

NO BUDGET

SIT AND WATCH

HABITS OF SUCCESSFUL COMPANIES

DEVELOP HABITS, ENGINEER PROCESSES AND PROMOTE A CULTURE FOR GROWTH.

Aristotle, 384 BCE – 322 BCE.

FROM A BUSINESS PERSPECTIVE

1.  Build an investment hypothesis 2.  Invest 3.  Measure return 4.  Learn & repeat

BECOME A SMARTER INVESTOR

GROWTH DRIVEN DESIGN

Traditional Web Design Im

pact

Time

1.5 - 2 Years

1.5 - 2 Years

H

H

1

2

3 Month Redesign

Site

Launch new site

3 Month Redesign

Launch new site

#GrowthDrivenDesign @SavvyLuke

Traditional Web Design vs. Growth-Driven Design Im

pact

Time

1.5 - 2 Years

1.5 - 2 Years

H

H

1

2

3 Month Redesign

Site

Launch new site

3 Month Redesign

Launch new site



We already have a site launched

flickr.com/photos/nasamarshall/12678324214

#GrowthDrivenDesign @SavvyLuke flickr.com/photos/juhansonin/3703735824

#GrowthDrivenDesign @SavvyLuke flickr.com/photos/lash9420/7004634470

GDD WEBSITE HIERARCHY

WHAT IS IT?

A framework you can use as a path to build a

peak performing site.


•  Provide Focus

•  Clear Expectations and Goals



Goal - Discover (and validate) what “machine” to build.

Goal - Build a optimized and predictable “machine”



Goal - Drive as many unique, qualified people into the “machine” as possible.



(but this doesn’t end)

(this is key. take a note.)

Goal - Build a optimized and predictable “machine”





VALUE: • Usefulness - Utility

• Ease of Use - Usability

• Funnel Flow - CRO

• Stickiness - Return Visits

• Personalization - Tailor top 4 for each persona

GOAL METRIC TO MOVE LEADING

INDICATORS (EXAMPLES)

USEFULNESS (utility)

Every part of the site solves some user point of pain NPS - “How useful is this ______?”

-  % Users Returning -  Bounce Rate -  Engagement

EASE OF USE (usability)

Users find exactly what they are looking for and leave happy Task Completion

-  Bounce Rate -  Time on Page -  NPS

FUNNEL FLOW (conversion rate optimization)

Reduce friction to zero in conversion funnels

End Goal Conversion Rate - Conversion rates earlier in the funnel

STICKINESS (nurturing)

Users become addicted and come back

% of users returning in a defined period

-  Subscribers -  Following social -  NPS

PERSONALIZATION (top 4 by persona)

Completely customized user experience Revisit above four metrics for a specific persona

VALUE #GrowthDrivenDesign @SavvyLuke

GOAL METRIC TO MOVE LEADING

INDICATORS (EXAMPLES)

USEFULNESS (utility)

Every part of the site solves some user point of pain NPS - “How useful is this ______?”

-  % Users Returning -  Bounce Rate -  Engagement

EASE OF USE (usability)

Users find exactly what they are looking for and leave happy Task Completion

-  Bounce Rate -  Time on Page -  NPS

FUNNEL FLOW (conversion rate optimization)

Reduce friction to zero in conversion funnels End Goal Conversion Rate - Conversion rates earlier in the

funnel

STICKINESS (nurturing)

Users become addicted and come back

% of users returning in a defined period

-  Subscribers -  Following social -  NPS

PERSONALIZATION (top 4 by persona)

Completely customized user experience Revisit above four metrics for a specific persona

VALUE #GrowthDrivenDesign @SavvyLuke


THE PROCESS.

Transfer

Learn

Develop


Growth-Driven Design

Plan


GDD Website Hierarchy

Metric to Move


Task Completion Homepage -> Product



Metric to Move

Research



ACTION ITEM 2

ACTION ITEM 3

ACTION ITEM 4

ACTION ITEM 5

…

ACTION ITEM 1



Metric to Move

Research

Brainstorm


ACTION ITEM 2

ACTION ITEM 3

ACTION ITEM 4

ACTION ITEM 5

…

ACTION ITEM 1


HIGH IMPACT

MEDIUM IMPACT

LOW IMPACT

For [Marketing Mary] visiting the [Pricing Page], we believe changing

[Enterprise Pricing] into a [“Request a Quote”] will

[boost MQL conversion from this page by 10%]

Expected Impact + Effort Required + Experiment Design

HIGH IMPACT - ACTION ITEM 1

We believe this to be true because [research or previously validated assumption]

Hypothesis Statement

Develop



ACTION ITEM 2

ACTION ITEM 1

HIGH IMPACT

Plan

Transfer

Learn

Develop



ACTION ITEM 2

ACTION ITEM 1

HIGH IMPACT

Plan


Metric to Move (and/or leading indicators)

22% CTR Increase HubSpot.com to Product Pages 4,600 -> 5,600

40,000 Session Sample Size

Transfer

Learn

Develop



ACTION ITEM 2

ACTION ITEM 1

HIGH IMPACT

Plan


Metric to Move (and/or leading indicators)

Appendix

@GDrivenDesign @SavvyLuke

Growth-Driven Design Evangelist

#GrowthDrivenDesign


ACTION ITEM 2

ACTION ITEM 3

ACTION ITEM 4

ACTION ITEM 5

…

ACTION ITEM 1



Metric to Move

Research

Brainstorm

EXAMPLE

Ease of Use - MTM=Task Completion

-  Live Chat popup -  Explainer video

-  Abandonment single ? Survey -  Contact those who abandon

WHERE AND HOW TO START

MAKE BETTER INVESTMENTS

BUILD

GREAT HYPOTHESIS

FOCUS YOUR RESOURCES

AND MEASURE

GREAT HYPOTHESIS Experience

Best practices Data based

Guess

FOCUS EFFORT

Required resources Expected Effort

Expected Impact

MEASURE Its not about amount “data” Its about

– Covering all angles – Compare and detect trends – Interpret user behavior

YOU NEED ABILITY TO MEASURE IN ORDER TO: BUILD BETTER HYPOTHESIS FOCUS EFFORT VERIFY IMPACT

THE DATA CHALLENGE

INCOMPLETE How many visitors?

(Home, Blog, LPs,…)

What are your Visitors doing? (Heatmaps, Visitor Playback, Funnels,…)

Why they do it (Feedback Polls, Surveys, Recruit,…).

TOOLS How many visitors

Who are the visitors

What are visitors doing

Why they do it

User behavior

Business Metrics

Google Analy9cs

Extensive Extensive Visits / Ac9ons None None Conversions only

Hubspot Analy9cs

Simplified Limited Limited None Marke9ng centric Comprehensive

HotJar Analy9cs

Limited Limited Heatmaps, recording Surveys, tes9ng Limited None

Kissmetric/MixPanel

Limited Limited Limited Limited Comprehensive Limited

TO MUCH DATA Installing tracking codes is not enough

Configure goals, funnels, …

NOT FOCUSED ON ACTION

ADDITIONAL TOOLS Chat (intercom.io, livechat) Inbound call tracking

SUMMARY 1.  Take better, data driven decisions

2.  Focus your resources on the best Hypothesis

3.  Measure the impact.

4.  Repeat, repeat, repeat. And learn.

Ac9vity

Just like in always SALES your success is driven by

Process Skills

NEXT STEPS 1.  Finish setup

2.  Schedule 2 x 60min meetings

3. Repeat 3 times

Growth Driven Design (GDD) - Webinar by InboundLabs & HubSpot

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Transcript of Growth Driven Design (GDD) - Webinar by InboundLabs & HubSpot