The mindset. The framework. The tools. Some hacks.

1. Growth Hacking
David Arnoux
@darnocks @twoodo
The mindset. The framework. The tools. Some hacks.

2. David vs. Goliath
vs.
63.6% victory!
Over the past 200 years, when small armies used unconventional
methods they won almost 2/3rds of the time

3. Vietnam War
vs.

4. Airbnb

5. Airbnb

6. Dropbox
2.8million invites sent in April 2010! 100k to 4mio users from 2008 to 2010!

7. Why Growth “Hacking”?
• Startups tend to have limited resources so they need to be
creative to grow, acquire new users and retain them
• Traditional marketing channels are expensive and
saturated
• Most startups focus heavily on product but another real
challenge is with distribution (Dave McClure)
• Growth Hackers don’t really care about “brand awareness”
they care about ROI - finding out “what works”

8. What is Growth Hacking?
Growth “Hacking”
CREATIVE
MARKETING
SOFTWARE
ENGINEERING
& AUTOMATION
GH
DATA ANALYTICS
& TESTING

9. What is Growth Hacking?
CREATIVE
MARKETING
David VS. Goliath
YOU’RE David
Know your customers by heart
Measure (almost) everything
Test by hand
then automate and code
SOFTWARE
ENGINEERING
& AUTOMATION
GH
DATA ANALYTICS
& TESTING

10. Growth Hacker vs. Digital Marketer
ACQUISITION
Digital Marketer
Sales/Product funnel
Growth “Hacker”
ACTIVATION
RETENTION
REVENUE
REFERRAL
Getting people to visit your website
Users get a great first time experience
Making sure users come back
How do we sell the product?
Users invite others
A growth hacker’s
due north is “Growth”

11. User Acquisition

12. What is Growth Hacking?
CREATIVE
MARKETING
David VS. Goliath
YOU’RE David
Know your customers by heart
Measure (almost) everything
Test by hand
then automate and code
SOFTWARE
ENGINEERING
& AUTOMATION
GH
DATA ANALYTICS
& TESTING
Growth is repeatable. With the right framework you can replicate the growth patterns of highly
successful companies.

13. User Acquisition
1.

14. ACQUISITION
CUSTOMER INTENT
FULFILMENT OF CUSTOMER INTENT
ACTIVATION
RETENTION
REVENUE
REFERRAL
Getting people to visit your website
Users get a great first time experience
Making sure users come back
How do we sell the product?
Users invite others

15. User Acquisition Channels

16. User Acquisition
(top line growth)

17. Product-Market Fit
2.

18. - Is it really time to scale?
- Have we reached
product/market fit?
- How the h*$! do I answer
these questions?
#question

19. “How would you feel if you could no
longer use my product?”
#todo

20. Vitamins vs. Painkillers
“Somewhat disappointed” “Very disappointed”

21. What is the
core user perceived value
of the very disappointed?
#todo

22. You don’t need 100000’s of
users.
You need 10+ that love it..

23. Ask these questions...
What motivated you to sign up?
What do you love about our product?
How would you describe our product in 1 sentence?
What is the most important value we bring you?
What industry do you work in and what is your role?
Where do you hang out online?
Where did you hear about us?
How could we improve the tool?
#todo

24. Talk to your users!
#tool

25. Pinpoint the
core user perceived value
Keep, store, analyze
all conversations

26. First User Experience
3.

27. Show the core value in the
first 5 seconds of a visit
“There can be as much value in the blink of
an eye as in months of rational analysis.”

28. Test your
value proposition
again and again
#todo
and again

32. Test that it works with
5-second tests.
#tool
usabilityhub.com

34. Show core perceived value in
First User Experience
#todo
= User Onboarding

35. Define steps of the ideal
First User Experience
#todo

36. User Onboarding

37. Landing page

38. Sign up

39. Download the app

40. Welcome

41. Getting started

42. Mobile app? Check out uxarchive.com

43. Best examples of user onboarding ever?

44. Measure, Test, Iterate!
drop!

45. MEASURE/TRACK
your website performance

46. HARD DATA
WHAT’s happening
on my website?

47. Your best friends
#tools

48. What to measure?

49. Read:
http://blog.twoodo.com/288/best-intro-guide-to-saas-
startup-metrics/
#todo

50. ACQUISITION
CUSTOMER INTENT
FULFILMENT OF CUSTOMER INTENT
ACTIVATION
RETENTION
REVENUE
REFERRAL
Getting people to visit your website
Users get a great first time experience
Making sure users come back
How do we sell the product?
Users invite others
+ UTM trackers
PIRATE METRICS!

51. UTM Trackers
google URL builder
http://blog.hubspot.com/9-reasons-you-cant-resist-list?utm_campaign=blogpost
&utm_medium=social&utm_source=facebook
#todo

52. Which acquisition channels are working for us?

53. How are they working down the funnel?

54. Keep track of your UTM rules

55. ACQUISITION
CUSTOMER INTENT
FULFILMENT OF CUSTOMER INTENT
ACTIVATION
RETENTION
REVENUE
REFERRAL
Getting people to visit your website
Users get a great first time experience
Making sure users come back
How do we sell the product?
Users invite others
Event based tracking tools
+ ”home made tools”

56. What metrics
should we be measuring?
#question

57. Who is our customer?
What do they want to
achieve with our product?
How does this translate into
website events?
#question

58. Step 1: Define key business objective
Shoe shop
= Sell shoes

59. Step 1: Define key business objective
Airbnb
= Rent out “spaces”

60. Step 2: Define KPIs
Shoe shop
= # of shoes sold

61. Step 2: Define KPIs
Airbnb
1. # of spaces rented
2. # of spaces put up for rent

62. Step 3: Define the conversion funnel
Shoe shop
Home page > product page
> checkout > sign up > pay

63. Step 3: Define the conversion funnel
Airbnb
1. Host: Visited a page > Clicked on “list my
space” > clicked “continue” > clicked
“validate”
2. Guest: Visited a page > clicked on a place
to rent > clicked book > clicked on “make
payment”

64. Step 4: Define your segmentation criteria
Traffic source
Location
New vs. Returning
Man vs. Woman
Mobile vs. Webapp

65. Step5: Define your objectives
= sell 200 pairs
+ 20% monthly increase

66. Know where you’re losing visitors
(and money)
Visited Signed up Activated Referred

67. Know if users are retained

68. Why?
is this happening?
#question

69. SOFT DATA
WHY is this happening?

70. Why do problems occur?
= hypothesis on
how to solve

71. Talk to your users!
#tool

72. Set up “exit surveys”
#tool

73. Usability testing

74. Usability’s holy grail

75. See a drop > jump to inspectlet > hypothesis
drop!
hypothesis 50 videos at 5x speed

76. What to do with all these
hypothesis?

77. Data & Testing
(conversion rate optimization)
4.

78. AB test your sign up forms!
(source: contentverve.com)

79. 12% conversion
AB test your Value Proposition

80. AB test your Value Proposition
26% conversion

81. A/B test your copywriting
+60%

82. A/B test imagery and colors
(source: contentverve.com)

83. A/B test testimonials
(source: conversionxl.com)

84. A/B test referral pages
+200%

85. A/B test payment pages
+16% sales

86. A/B Test Usability

87. OMG so much to test!!
Buy Now? Purchase? Checkout? Add to Cart? Change the call-to-action (CTA) text on your buttons to see which word or phrase converts more visitors.
1. Try varying the location of your CTA button, making some CTAs more prominent than others.
2. Test multiple CTAs per page against one CTA per page.
3. Try using hyperlinks instead of buttons to find out which display your users prefer.
4. Find out if CTAs with text, icons, or text + icons convert more users on your site.
5. Try stripping the content off of your entire page. Replace it with a “Click Here for Free Beer!” button.
6. Test different CTA hover states to make it more obvious that buttons are clickable and create a feel of interactivity on the page.
7. Test different colors, shapes, and sizes for CTA buttons on your website.
8. Test gated content against non-gated content. Find out if your users are willing to sign-up or provide more information to access materials on your site.
9. Do site visitors crave more information about your company before signing up or making a purchase? Test adding or removing “About” content on your homepage.
10. Test gated content against non-gated content. Find out if your users are willing to sign-up or provide more information to access materials on your site.
11. Do site visitors crave more information about your company before signing up or making a purchase? Test adding or removing “About” content on your homepage.
12. TL;DR. Find out if your site visitors prefer shorter versions of headlines, taglines, product descriptions, and other content on your site.
13. Test different headline text. Try variations that are straightforward against ones that are abstract, goofy, or creative.
14. Test paragraphs versus bulleted lists.
15. Test how you frame your copy. Users may have different reactions to positive versus negative messaging.
16. Test different types images on your landing page. People versus product is a good place to start.
17. Iterate from there. If your users prefer an image of people, test gender, age, number of people in the image, etc
18. And iterate some more! How about trying a static image vs. a product video vs. a 360* product image.
19. See how a stock image stacks up up against an image of your employees or customers in action.
20. Test auto-play versus click-to-play videos.
21. See how your product videos perform against this video of a sloth hugging a cat.

88. Iz overwhelmed.

89. Identify your
most important pages
Top landing pages
Top exit pages
Highest traffic pages
Most expensive pages

90. P.I.E.S

91. Potential 1 - 10
Importance 1 - 10
Ease 1 - 10
= Sum 3 - 30

92. A/B Testing ideas

93. Test the concept
before you test the design!

94. “How we increased our retention rates by
270% in 6 weeks”
“We grew our home page conversion rate by
133%”

95. Growth Hacker tools
These have saved me from
learning to code :D

96. Be careful
• There is no point in scaling if you have not reached
product/market fit (Sean Ellis recommends 40% of users
should be “very disappointed to lose your tool)
• Some growth hacks are NOT sustainable so only apply to
very early stages
• The term “Growth Hacking” is used for everything and
anything nowadays
• It doesn’t really matter what you call it as long as it
brings growth!

97. Thanks!
Q? / A!
David Arnoux
@darnocks @twoodo