What's your Big Mac? Growth Hacking Presentation @Atlassian HQ

GrowthHackers

TylerWilchekGrowthHacker,BrickXConnectonLinkedInMarch15th,2016

Agenda

• Intro• TheBigTakeaways• Whoareyou?,WhoamI?• WhatthehellisGrowthHacking?• CreatingacultureofGrowthinany organisation

• Tyler’sTop5GrowthHackingDisciplines:1. AcquisitionMarketing2. CustomerInsight3. DataAnalysis4. ProductManagement5. CROandA/BTesting

• Wrap-Up

TheBigTakeaways

1. Becross-functional2. AlwaysbeTesting Learning3. FocusonaKPI

Whoareyou?

1. Early-stageStartup à Establishedcorporate2. StrongexistingcultureofGrowthà I’mpushingforastrongcultureofGrowth.

Mybackground

• 5start-ups• Sizes:Teamsof5to250• Stages:Lookingforproduct-marketfit,toestablishingtractiontoprofitablegrowth.• AcrosstheFunnel:AcquisitiontoOptimisationtoProductMarketing• Industries:eCommerce,financialservices,marketplace,software

Betthishappenedtoyou:

• Friend:“Whatdoyoudoforwork?”• Me:“I’maGrowthHacker.”*chest-out*• Friend:“Whatthehellisthat?”

TheSimple

NowAddDataAnalytics&Testing

Let’sgetsomedetails

The“Gun”inthehoodie

SeriouslySmartGrowthHacking

HarvardSays…

“EveryCompanyneedsaGrowthManager”byJeffBussgang &Nadav BenbarakHarvardBusinessReviewhttps://hbr.org/2016/02/every-company-needs-a-growth-manager

DaveMcClure

Last,Whenindoubt,Googleit:

CreatingaCultureofGrowthIfyou’retheStarGrowthHacker…

CreatingaCultureofGrowth:Yoursuccessdependsonothers

CreatingaCultureofGrowth:GrowthisaTeameffort

TheUnknowns,myhiddengems• Friend inC/S• GuywhocangettheREALdataoutoftheDWH

Across– StarsofeachDepartment

Up– Management&Executives

CreatingaCultureofGrowthHacking

1. Managerbuy-in• Accesstoresources

2. ShareinaForum• What’scoming• Results

3. Resources&KeepLearning:• ConversionRateExperts• Optimizely:Optiverse&Opticon• Conferences• GrowthHackerMeetups

Tyler’sTop5GrowthHackingDisciplines

TylerWilchekGrowthHacker,BrickXConnectonLinkedInMarch15th,2016

Tyler’s1st GrowthHackingDiscipline:

AcquisitionMarketingTylerWilchekGrowthHacker,BrickXConnectonLinkedInMarch15th,2016

#1:AcquisitionMarketingKeyConcepts• KPI• Haveone• Beatit

• A/BTesteverything• AlwaysbeLearning• More$$àmoredataàmorelearning

#1:AcquisitionMarketingStagesofGrowth:TheRocketInternetWay1. InitialTraction• Getasale,nomatterthecost.

#1:AcquisitionMarketingStagesofGrowth:TheRocketInternetWay1. InitialTraction• Getasale,nomatterthecost

2. EfficientlyScale• CostperOrder(CPO)



3. TakeMarketShare• Costtoacquireacustomer(CAC)



3. TakeMarketShare• Costtoacquireacustomer(CAC)

4. Profitability• CosttoRevenueRatio(CRR)

#1:AcquisitionMarketingGoogleSEM• DailyKPITracking• Crunchtheresults,pulllevers

• NailthePlatform• Sitelinkextensions• RLSA• Daybidding(168h/wk)

• A/BTesting• LEARNfromyouradcreatives

Tyler’s2nd GrowthHackingDiscipline:

CustomerInsightTylerWilchekGrowthHacker,BrickXConnectonLinkedInMarch15th,2016

#2:CustomerInsightKeyConcepts• BeCross-Functional• Qual&Quan

• AlwaysbeLearning• SoftwareStack

#2:CustomerInsightYinYang• BeCross-Functional• Qualitative&Quantitativedata.• Whenyouseeatrend,lookacrosstoconfirm.

• Qualitative• UserTesting• Surveys• CustomerServiceNuggets

• Quantitative• GA• DWH• ValuableInternalReports

#2:CustomerInsightUserTesting

#2:CustomerInsightUserTesting• PrepTime:1hour• Prepare7-10tasksfortheusertest

• Cost:1day+$250• 5usertestsessionsonusertesting.com

• Post-Analysis• Lookforthemes• Transcribe,pullgreatcustomerquotes

#2:CustomerInsightSurveys• Qualaroo surveying• Powerfulstep-chainsurveys• EX:

• Q:Whyaren’tyoubuying?• A:Shipping• CouponforFreeShipping

• Knowledgeshare• Yoursupportteam

#2:CustomerInsightTools

Tyler’s3rd GrowthHackingDiscipline:

DataAnalysisTylerWilchekGrowthHacker,BrickXConnectonLinkedInMarch15th,2016

#3:DataAnalysisKeyConcepts• KPI’s• AlwaysbeTesting• Howtomeasureyourtests

#3:DataAnalysisHowtoMeasureSuccess1. Benchmark2. Forecast3. MeasureResults

• KeyAnalysis:• Marketingacquisitionmetrics• Funnelanalysis• Targetedpromotions• A/BTests• ValueAddAnalysis

#3:DataAnalysisValueAddAnalysis:TopProductsQuestion:Whatarethetop1,000products?

NOTE:Weightingsareestimatedtoshowconcept.

20

20

25

25

10

WeightbyInput

Investment- Product

BrandPower- GoogleVolume

ProductSuccess- Revenue

ProductSuccess- Views

Investment- Brand

#3:DataAnalysisForA/BTestsMeasuretheKPIclosesttoyourchange

Examples:1. CautionaryTale:SportsNavigationTest2. ClosestKPI:HomepageTest

#3:DataAnalysisStatisticalSignificanceforA/BTestsUSEASTATISTICALSIGNIFICANCECALCULATOR!

2KeyInputs1. SampleSize2. DeltaonyourCR%

Benchmark:• BaselineCR%• Trafficcomingthroughexperiment

Forecast:• LengthofTest

THEICONICHomepageTest

Control– UnisexHomepage

AbovetheFold

TEST– GenderSplit

AbovetheFold

Top3Benefits

GivingourCustomersaHeadStart

Top3Benefits

SaveTime&MoneyonUnisexAssets

Top3Benefits

MakeMoney&GrowRevenue

ResultsFunnelVisualization

Tyler’s4th GrowthHackingDiscipline:

ProductManagementTylerWilchekGrowthHacker,BrickXConnectonLinkedInMarch15th,2016

#4:ProductManagementKeyConcepts• MVPFocus• Boilitdowntotheproductfit

• Whenyouhacktoomuch…

#4:ProductManagementPrioritisation

#3:ProductManagementMustHave?OrMoneyPit:SortingAlgorithm

“Wow,greatproduct!”(FunnelStep1à 2)

“Wow,nosizes!”(FunnelStep2à Exit)

Tyler’s5th GrowthHackingDiscipline:

CRO&A/BTestingTylerWilchekGrowthHacker,BrickXConnectonLinkedInMarch15th,2016

#5:CROandA/BTesting

What’sagoodconversionrate?

#5:CROandA/BTestingHypothesisTesting• HypothesisTesting• If…Then...• If….wechangeXYZfromstatusquotomyidea,Then....Weimpact__KPI.

• LearnRatevs.WinRate• Nosuchthingasalosingtestifyoulearn!

#5:CROandA/BTestingTheBigMac

What’syourBigMac?

#5:CROandA/BTestingTheBigMac

#5:CROandA/BTestingTHEICONICBigMacToday

#5:CROandA/BTestingTheBrickXBigMacToday

#5:CROandA/BTestingCouponTest,SumGame.

Control: Variation:

NikeA/BTestforHeroSKU’s

Hypothesis

IfwechangetheNikeBannerstofeaturekeyproducts(Free&TechCapri),Thenwewill:1) IncreasePDPviewstoourTopSKU’s2) IncreaseRevenueofHeroSKU’s3) IncreaseCR%ofNike4) IncreasePDPViewsofNikeSKU’s

NikeHomepageUnisex/nike

Avg.Pageviews/Day:XX

Womens Nike/womens-nike


Women’sNikeShoes/womens-nike-shoes


Women’sNikeClothing/womens-nike-clothing


Mens Nike/mens-nike


Men’sNikeShoes/mens-nike-shoes


I’maskingfor$200,000fora1%stake

inTyler’snextventure.TylerWilchekGrowthHacker,[email protected],2016

What's your Big Mac? Growth Hacking Presentation @Atlassian HQ

Small Business & Entrepreneurship

Transcript of What's your Big Mac? Growth Hacking Presentation @Atlassian HQ