This document discusses growth hacking strategies used by companies like Hotmail and Airbnb to achieve rapid growth. It defines growth hacking as using tactics and best practices to increase user growth. Some key strategies discussed include viral growth, landing page optimization, copywriting, and behavioral experiments. The document emphasizes measuring the user lifecycle funnel and testing multiple experiments to find improvements. It recommends establishing product-market fit and adopting a growth mindset before implementing funnel analytics and relentless experimentation to activate rapid growth.

1. Growth
Marketing/Hacking
How to go from 0 to Millions of
users?

2. A bit about
me…..
 Digital marketing professional for the last
20+years
 Have led various digital marketing agencies
across WPP & Omnicom
 Currently co-founder of Chalkcheese.ai and also
a consultant to startups and corporations alike.
 Trendspotter and marketing technologist
 Love Music & Driving
 LinkedIn:
https://www.linkedin.com/in/digvine/
 Twitter: @beeraajaah

3. In 1996 co-workers Sabeer Bhatia and Jack Smith
planned to start a company called Javasoft

4. And so Hotmail was born….

5. But Hotmail’s launch was unimpressive

6. Their growth strategy was buying
billboards and radio ads

7. PUT ‘PS: I LOVE YOU. GET
YOUR FREE E-MAIL AT
HOTMAIL’ AT THE BOTTOM
OF EACH E-MAIL.

8. Within Hours, Hotmail’s
Growth Took The Shape
Of A Classic Hockey
Stick Curve
They started averaging
3000 users per day

9. Within 6 months, they were up to 1
million users

10. Five weeks later, they hit the 2 million
user mark

11. In one case, Bhatia sent one
email to a friend in India
Within 3 weeks hotmail had
300,000 users in india

13. So what is Growth Hacking?

14. GROWTH
HACKING IS A
SET OF
TACTICS AND
BEST
PRACTICES
FOR DEALING
WITH USER
GROWTH
 How do I get more users?
 How do I measure effectiveness of new
features?
 How do I get more users to be active?
 What is our AHA moment?
 How do I increase LTV of a user?
 How do I reduce churn?

15. TO BE ONE…
 OBSESS OVER DATA
 Know your customer exceptionally well.
 Measure everything.
 CREATIVITY
 Think different.
 Push the limits.
 CURIOSITY
 Learn early, learn often.
 Poke around.
 DIRTY HANDS
 Get in at the code & product level.
 Make, launch and break stuff.

16. VIRAL GROWTH
LANDING PAGE
OPTIMIZATION
COPYWRITING
SEO ADVERTISING
EMAIL
MARKETING REFERRAL
PR BEHAVIOURAL
ECONOMICS
ANALYTICS

17. People want
to see
growth like
this

18. But in reality it looks more like this

19. The Startup Curve

20. Startup = Growth

21. MOST COMPANIES
ONLY TRACK THREE
THINGS

22. THOSE METRICS AREN’T VERY
HELPFUL!
(The magic is what happens in between)

23. THE KEY IS TO MAP OUT THE
USER LIFECYCLE FOR YOUR
PRODUCT

24. THE LEAN
MARKETING
FUNNEL

25. LET US SEE
IT IN ACTION

26. ACQUISITION

27. ACTIVATION

28. RETENTION

29. RETENTION

30. REFERRAL

31. EACH STEP OF THE LMF
CORRESPONDS TO A
USER STATE

33. GROWTH HACKERS
IDENTIFY TACTICS & BEST
PRACTICES

36. A/B TEST

37. CAN YOU GUESS THE RESULTS?
WINNER!
37.5%
INCREASE IN
SIGN-UPS

38. ANOTHER A/B TEST
WINNER!
102.5%
INCREASE IN
SIGN-UPS

39. UNBOUNCE AND OPTIMIZELY ARE AMAZING TOOLS FOR
EASILY CREATING AND TESTING LANDING PAGES

40. YOU OFTEN NEED TO
PERFORM 15-20 TESTS IN
ORDER TO FIND 1-2 MAJOR
IMPROVEMENTS

41. SOME QUICK WINS

42. MEASURE HAPPINESS
NPS – NET PROMOTER SCRORE
1

43. TWO POPULAR TOOLS TO USE

44. CREATE MORE LANDING PAGES
2

45. EACH PAGE SHOULD BE 90% UNIQUE
 Use different offers
 Target different customer segment
 Highlight different unique selling points
 Send paid ads to targeted landing pages and NOT your homepage

46. REMOVE LINKS FROM LANDING PAGES
3

47. THE DIFFERENCE…

49. GROUPON SHOWS A DIFFERENT PAGE
DEPENDING ON HOW YOU GET THERE

50. AMAZON REMOVES ALL LINKS ON ITS
CHECKOUT PAGE

51. 4
SPILT THE ASK

52. PUT YOUR CTA IN THE RIGHT PLACE
5

53. REPEAT YOUR CTA ABOVE AND BELOW
THE FOLD
6

54. INTEGRATE COUPONS WITHIN SIGNUPS
7

55. USE EXIT INTENT POPUPS
8

56. ADD BONUS TO YOUR OFFERING
A PRODUCT + BONUS HAS A HIGHER PERCEIVED VALUE THAN THE SAME TWO
PRODUCTS BUNDLED TOGETHER
9

57. GIVE SYMMETRIC BONUSES
10

58. OPTIMIZE YOUR REFERAL LANDING PAGE
11

59. SEND RE-ENGAGEMENT EMAILS

60. HOW TO GET STARTED?

61. ESTABLISH PRODUCT MARKET FIT

62. ADOPT GROWTH HACKING MINDSET
 Blend Product & Marketing
 Experiment Day & Night
 Commit and relentless focus on growth
 Create a growth team
 Marketer
 Product person
 Engineer
 Sales

63. INSTALL FUNNEL ANALYTICS

64. START EXPERIMENTS
Milk every experiment for what it’s worth!

65. UNDERSTAND YOUR BUSINESS NUMBERS
 And then activate your growth machine
 GROWTH can also kill a business
 “Nothing kills a bad product faster than good advertising”

66. GROWTH HACKING COULD BE OTHER
THINGS TOO…
 ZAPPOS – Insane customer service
 Sent flowers to a woman who ordered 6 pairs
of shoes due to a health problem
 Got shoes from a rival store for a woman
staying at a hotel when Zappos ran out of stock
 Overnighted a pair of shoes to a best man
 The longest customer call reported is 10 hours
and 29 minutes

67. AIRBNB CRACKS THE PHOTO CODE

68. THANK YOU!
Do reach out if you need any further info….