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

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

  1. 1. MAKE INBOUND WORKA SIMPLE APROACH TO ENGINEERING GROWTH
  2. 2. OVERVIEW •  Habits of highly successful companies •  What it is GDD and how it works •  Three actions you can take today
  3. 3. FROM +50 CUSTOMERS Ambitious. High cost of ownership. Harder to drive then you think. How to win a race?
  4. 4. WE WANT TO HELP
  5. 5. HOW? •  Share. •  Collaborate.
  6. 6. PLAY BLINDFOLD
  7. 7. FIREMAN
  8. 8. FULL ATTACK
  9. 9. DATA PARALYSIS
  10. 10. LUCKY SHOT
  11. 11. DATA ADICT
  12. 12. THE AB GUY
  13. 13. THE HACKER
  14. 14. NO BUDGET
  15. 15. SIT AND WATCH
  16. 16. HABITS OF SUCCESSFUL COMPANIES
  17. 17. DEVELOP HABITS, ENGINEER PROCESSES AND PROMOTE A CULTURE FOR GROWTH.
  18. 18. Aristotle,  384  BCE  –  322  BCE.    
  19. 19. FROM A BUSINESS PERSPECTIVE 1.  Build an investment hypothesis 2.  Invest 3.  Measure return 4.  Learn & repeat
  20. 20. BECOME A SMARTER INVESTOR
  21. 21. GROWTH DRIVEN DESIGN
  22. 22. Traditional Web DesignImpact 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
  23. 23. Traditional Web Design vs. Growth-Driven DesignImpact 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
  24. 24. Traditional Web Design vs. Growth-Driven DesignImpact 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
  25. 25. #GrowthDrivenDesign @SavvyLuke We already have a site launched flickr.com/photos/nasamarshall/12678324214
  26. 26. #GrowthDrivenDesign @SavvyLuke flickr.com/photos/juhansonin/3703735824
  27. 27. #GrowthDrivenDesign @SavvyLuke flickr.com/photos/lash9420/7004634470
  28. 28. GDD WEBSITE HIERARCHY WHAT IS IT? A framework you can use as a path to build a peak performing site. #GrowthDrivenDesign @SavvyLuke • Provide Focus • Clear Expectations and Goals
  29. 29. GDD WEBSITE HIERARCHY #GrowthDrivenDesign @SavvyLuke Goal - Discover (and validate) what “machine” to build.
  30. 30. Goal - Build a optimized and predictable “machine” GDD WEBSITE HIERARCHY #GrowthDrivenDesign @SavvyLuke
  31. 31. Goal - Drive as many unique, qualified people into the “machine” as possible. GDD WEBSITE HIERARCHY #GrowthDrivenDesign @SavvyLuke (but this doesn’t end) (this is key. take a note.)
  32. 32. Goal - Build a optimized and predictable “machine” GDD WEBSITE HIERARCHY #GrowthDrivenDesign @SavvyLuke
  33. 33. GDD WEBSITE HIERARCHY #GrowthDrivenDesign @SavvyLuke VALUE: • Usefulness - Utility • Ease of Use - Usability • Funnel Flow - CRO • Stickiness - Return Visits • Personalization - Tailor top 4 for each persona
  34. 34. 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
  35. 35. 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
  36. 36. 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
  37. 37. 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
  38. 38. #GrowthDrivenDesign @SavvyLuke THE PROCESS.
  39. 39. Transfer Learn Develop #GrowthDrivenDesign @SavvyLuke Growth-Driven Design Plan
  40. 40. Growth-Driven Design GDD Website Hierarchy Metric to Move #GrowthDrivenDesign @SavvyLuke
  41. 41. Task Completion Homepage -> Product
  42. 42. Growth-Driven Design GDD Website Hierarchy Metric to Move Research #GrowthDrivenDesign @SavvyLuke
  43. 43. #GrowthDrivenDesign @SavvyLuke ACTION ITEM 2 ACTION ITEM 3 ACTION ITEM 4 ACTION ITEM 5 … ACTION ITEM 1 Growth-Driven Design GDD Website Hierarchy Metric to Move Research Brainstorm
  44. 44. #GrowthDrivenDesign @SavvyLuke ACTION ITEM 2 ACTION ITEM 3 ACTION ITEM 4 ACTION ITEM 5 … ACTION ITEM 1 Growth-Driven Design HIGH IMPACT MEDIUM IMPACT LOW IMPACT
  45. 45. 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
  46. 46. Develop #GrowthDrivenDesign @SavvyLuke Growth-Driven Design ACTION ITEM 2 ACTION ITEM 1 HIGH IMPACT Plan
  47. 47. Transfer Learn Develop #GrowthDrivenDesign @SavvyLuke Growth-Driven Design ACTION ITEM 2 ACTION ITEM 1 HIGH IMPACT Plan GDD Website Hierarchy Metric to Move (and/or leading indicators)
  48. 48. 22% CTR Increase HubSpot.com to Product Pages 4,600 -> 5,600 40,000 Session Sample Size
  49. 49. Transfer Learn Develop #GrowthDrivenDesign @SavvyLuke Growth-Driven Design ACTION ITEM 2 ACTION ITEM 1 HIGH IMPACT Plan GDD Website Hierarchy Metric to Move (and/or leading indicators)
  50. 50. Appendix
  51. 51. @GDrivenDesign @SavvyLuke Growth-Driven Design Evangelist #GrowthDrivenDesign
  52. 52. #GrowthDrivenDesign @SavvyLuke ACTION ITEM 2 ACTION ITEM 3 ACTION ITEM 4 ACTION ITEM 5 … ACTION ITEM 1 Growth-Driven Design GDD Website Hierarchy Metric to Move Research Brainstorm EXAMPLE Ease of Use - MTM=Task Completion -  Live Chat popup -  Explainer video -  Abandonment single ? Survey -  Contact those who abandon
  53. 53. WHERE AND HOW TO START
  54. 54. MAKE BETTER INVESTMENTS
  55. 55. BUILD GREAT HYPOTHESIS FOCUS YOUR RESOURCES AND MEASURE
  56. 56. GREAT HYPOTHESIS Experience Best practices Data based Guess
  57. 57. FOCUS EFFORT Required resources Expected Effort Expected Impact
  58. 58. MEASURE Its not about amount “data” Its about – Covering all angles – Compare and detect trends – Interpret user behavior
  59. 59. YOU NEED ABILITY TO MEASURE IN ORDER TO: BUILD BETTER HYPOTHESIS FOCUS EFFORT VERIFY IMPACT
  60. 60. THE DATA CHALLENGE
  61. 61. INCOMPLETE How many visitors? (Home, Blog, LPs,…) What are your Visitors doing?  (Heatmaps, Visitor Playback, Funnels,…)  Why they do it  (Feedback Polls, Surveys, Recruit,…).
  62. 62. 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  
  63. 63. TO MUCH DATA Installing tracking codes is not enough Configure goals, funnels, …
  64. 64. NOT FOCUSED ON ACTION
  65. 65. ADDITIONAL TOOLS Chat (intercom.io, livechat) Inbound call tracking
  66. 66. 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.
  67. 67. Ac9vity   Just  like  in  always  SALES     your  success  is  driven  by   Process   Skills  
  68. 68. NEXT STEPS 1.  Finish setup 2.  Schedule 2 x 60min meetings 3.  Repeat 3 times

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