Growth Hacking @ Redpoint Ventures

1 twitter @meetsamir / Copyright Samir Patel
Redpoint eventures, São Paulo, Brazil

About Samir
• Founder, CEO of DoRevolution and Growth Mentor at
500Startups Silicon Valley, Optimized $1B+ in Ads.
Founder of SearchForce and pioneer to apply Wall Street Analytics
and Quantitative Trading Techniques to Advertising for Portfolio
Optimization. He raised $10M+ in financing, developed a
Cross-Channel Optimization SaaS Platform Based and took the
company to profitability.
• Patel has managed clients with some of the world largest ad
budgets such as Salesforce.com, Priceline, Experian, Oracle, AT&T
YellowPages, Progressive and Scottrade.
• Growth seminars at 500Startups, General Assembly, UC Berkeley,
TERA and at several top-tier VC firms around the world. Upcoming
book on Growth Hacking.
• MBA in Brand Marketing from Cornell's Johnson School of
Business.

Samir Patel
samir@dorevolution.com
President & CEO,
DoRevolution
Growth Mentor @500Startups
Tweet@meetsamir
Blog is at DoRevolution.com
Connect on Linkedin

DoRevolution ~ McKinsey For
Growth
• We provide Channel Management
– Google Adwords
– Facebook Ads
– Mobile Advertising
– Retargeting
– SEO : On-page & Off-page
– Analytics: Google Analytics, Mixpanel, Kissmetrics
• Growth Training for CEO’s, CMO’s and Staff
– Training Bootcamps for Startups & Growth
companies
– Moneyball for VC’s : Creating Analytics platform to
invest to get higher returns

Dave McClure Startup
Ecosystem
5
• 1,000 Bootstrap Startups ($0-10K)
• = 1,000 Parents/Garages/Basements @ $0-500/mo food+rent
• 300 Accelerator Startups ($10-100K)
• = 10-20 Accelerators @ $1-5M/yr, 20-50 co’s/yr
• 100 Seed-Stage Startups ($100K-$1M)
• = 5-10 Micro-VC Funds @ $10-30M/yr, 10-20 co’s/yr
• 30 Series A/B Startups ($1-10M)
• = 3-5 Early-Stage Funds @ $25-100M/yr, 5-10 co’s/yr
• 10 Later-Stage Companies ($10-100M)
• = 2-3 Later-Stage Funds @ $50-250M/yr, 3-5 co’s/yr
• 1-3 Mature Company IPOs ($100M+)

- McKinsey & Company

Growth Trumps All Metrics
• High growth companies return 5X more to
share holders
• Growth predicts long-term success
• SuperGrowers (growth rate >60%) when
reached $100M were 8X more likely to reach
$1B than ones <20% growth rate
• Growth matters more than margin or cost
structure. Increases in revenue growth rates
drive 2X as much market cap gains
8

ACTION
Grow Fast
or
Die Slow

A Zillion Ways to Acquire Users

Platforms 2.0
Search, Social, Mobile,
Video, Messaging
$100M+ Users
Available
~ Dave McClure

SEO is not JUST SEO
~ Rand Fishkin, Wizard, Moz

1. ACQUISITION
Homepage /
Landing Page
Product
Features
Website.com
Campaigns,
Contests
Emails &
widgets
Ads, Lead Gen, Biz Dev
Subscriptions, etc
SEO
SEM
Apps &
Widgets
Affiliates
Email
PR Biz
Dev
Campaigns,
Contests
Direct, Tel,
TV
Social
Networks
Blogs
Domains
Emails &
Alerts
System Events &
Time-based Features
Blogs,
Content
~ Dave McClure, 500Startups

14
No Silver Bullet

It's the question, Neo. It's the
question that drives us - Matrix
How much growth do we need, and how
quickly do we need it?
How much growth is left in our core
markets?
How secure are we in our core markets?
What opportunities do we have to expand
our current businesses and to generate
more cash
to invest in growth?

Identify Your Target Market
• What do your favorite customers have in
common? Who else would you like to
bring in?
• Consider:
– Which few distinct groups of people would
you like to bring in? What are their age ranges
and interests? Where do they live?
– How can your business help them?
– Would one group be more interested in trying
out specific products, a sale or a timely offer?

Establish your goals
• Increase in-store sales - Increase foot traffic and
make it easier for people to find and share information
about your business.
• Increase online sales - Find new customers and
deepen relationships with people who’ll click through
and buy.
• Launch a new product - Generate excitement and
maintain momentum around a new product or service.
• Build Awareness - Express what makes your
business unique and stay top-of-mind for future
product decisions.
• Promote your mobile App - Get your app into the
hands of the right people and keep them engaged.

Let’s GO. 99 Hacks in 90 Minutes!!
Whoever gets 50+ photos
of slides and tweets it out
in next 3 hours WILL will
WIN two hours of my time
over skype which is =
Wi$n1 $0100000+ in o3f0 vMainluutees. !

ACTION
Set Clear
Quantifiable
Goals. Think
Attribution.

Hack#1 : BOTS Take Over Social
Selling

Automate Visits to Profiles

Profile Current & Clear Action

Report from 3AM this morning

ACTION # 3
Think Hustle.

8 Qualities of World Class Growth
Teams
• Possess Data-Driven Thinking
• Rapid Learners of Dynamically Changing
Marketing Channels and Growth Platforms
• Understand Growth Process
• Are Highly Product-Savvy
• Have a Hustle Mindset
• Possess a Cross-Disciplinary Skillset
• Connect Marketing to Product Development
• Possess Technical Acumen
• Hiring connections

Traffic Acquisition
Lead & Customer Acquisition
Market Research & User Feedback
Email Marketing
AB / Multivariate Testing
Competitive Research Tools Sales Intelligence

Hack#3 : Marketing Strategy

Hack#4 : Brand Experience

Hack #5 : Lean Canvas Hack

Hack#6 : Themeforest + Fiverr +
Wordpress

Hack#7 : Six Killers of Mobile
Sites
1. Unplayable videos
2. Faulty redirects
3. Smartphone-only 404s
4. App download interstitials
5. Irrelevant cross-linking
6. Page speed

Hack#8 : Wordpress +
Yoast

Hack#9 : Buzzsumo for Content
Strategy

Hack#10 : Outsource Content
Writing

Hack# 11 : Link Twitter Bio

Hack#12 : Pay Using a Tweet
Provides users access to your content,
product, or service once they’ve tweeted or
posted about it
Impact on Growth:
• Invite people to pay with a post across
major social media channels
• Measure traffic, conversions, click and
geo data

Hack# 13 : Nimble, Social Signals
Hack
Consolidates your contacts, email, social signals,
activities and follow-ups from everywhere, allowing
you to manage your relationships more effectively.
Impact on Growth:
• Easily manage contacts across multiple channels
• Tracks the complete history you and your contact
share—on every channel

Hack# 14 : Moat

Hack#15: Moz Links Explorer

Hack#16: SpyFu

Hack#17: BuiltWith
DoubleClick, Twitter Ads, AdRoll, RocketFuel, MailChimp, AppNexus, GA, CloudFront etc

Hack#18: KeywordTool.io

Hack#19: QuickSprout

Hack#20: ListBuilder
A free way to collect the email addresses of
users who visited your site.
Impact on Growth:
• Build your subscriber list and easily
download it as a CSV
• Integrates with other email services and
allows you to use your own custom email
form

Hack#21: Long Copy Hack

Hack #22: SellHack

Hack #23 : Mobile Site Killer
Hacks
• Unplayable videos
• Faulty redirects
• Smartphone-only 404s
• App download interstitials
• Irrelevant cross-linking
• Page speed

Hack #24 : Mobile SEM Hacks
1. Mobile Bid Adjustments : Need to get on top
positions because of form factor, bid higher for
location based targeting.
2. Mobile Preferred Ads : Separate mobile/desktop,
Call directly or provide a promotion based on time.
Different URL for mobile.
3. Call Extensions: Ad scheduling based on call
center, Your own number or Google’s forwarding
number
4. On Site Call Conversions: Track calls from phone
number embedded on website when users need to
reach more before they buy

Hack #25 : Exit Intent Hack

Hack #26 : Deploy Inbound
Software

Hack # 27
Keep a Growth
Hack Action
Playbook for each
person in your
team.

Hack #28 : Customer Lifecycle: 5 Steps to
Success
• Acquisition: users come to the site from various channels
• Activation: users enjoy 1st visit: "happy" user experience
• Retention: users come back, visit site multiple times
• Referral: users like product enough to refer others
• Revenue: users conduct some monetization behavior
AARRR!

Hack # 29 Measure Conversion Metrics
(note: *not* actuals; your mileage may vary…)
Category User Status Conv % Est. Value
Acquisition Visit Site
(or landing page, or external widget)
100% $.01
Acquisition Doesn't Abandon
(views 2+ pages, stays 10+ sec, 2+ clicks)
70% $.05
Activation Happy 1st Visit
(views X pages, stays Y sec, Z clicks)
30% $.25
Activation Email/Blog/RSS/Widget Signup
(anything that could lead to repeat visit)
5% $1
Activation Acct Signup
(includes profile data)
2% $3
Retention Email Open / RSS view -> Clickthru 3% $2
Retention Repeat Visitor
(3+ visits in first 30 days)
2% $5
Referral Refer 1+ users who visit site 2% $3
Referral Refer 1+ users who activate 1% $10
Revenue User generates minimum revenue 2% $5
Revenue User generates break-even revenue 1% $25

Hack # 30 Types of Metrics &
Measurement
• Qualitative: Usability Testing / Session Monitoring
– Watch what users do, figure out problems & solutions from small # of users
• Quantitative: Traffic Analysis / User Engagement
– Report what users do, track usage & conversion %'s for all or empirical sample #
of users
• Comparative: A/B, Multivariate Testing
– Compare what users do in one scenario vs another, see which copy/graphics/UI
are most effective
• Competitive: Monitoring & Tracking Competitors
– Track competitor activity & compare against yours; if possible compare channels,
keyword traffic, demographic targeting, user satisfaction, etc.
(see slide notes for links to tools & vendors)

Hack # 31
Think
Lifecycle.
Customer
Journeys.

63 twitter @meetsamir / Copyright Samir Patel Hack 32-40 Cultivate Qualities of
World Class Growth Hacking
Teams
32 Possess Data-Driven Thinking
33 Rapid Learners of Dynamically Changing
Marketing Channels and Growth Platforms
34 Understand Growth Process
35 Are Highly Product-Savvy
36 Have a Hustle Mindset
37 Possess a Cross-Disciplinary Skillset
38 Connect Marketing to Product Development
39 Possess Technical Acumen
40 Hiring connections

Possess Action-Driven Thinking
• Understands the
numbers
• Uses data to make
decisions
• Always favors data over
gut assumptions
• Identifies trends and
translates into actions

65 twitter @meetsamir / Copyright Samir Patel Fast Learner of Dynamically
Changing Marketing Channels
and Growth Platforms
• Deep understanding of
marketing channels
• Knows target markets
• Identifies channel-specific
opportunities

Understand Growth Process
• Constantly testing and
optimizing based on
quantitative and qualitative
findings
• Translates findings in
learnings
• Uses learnings to inform
product development and
marketing optimizations

Are Highly Product-Savvy
• Understands Growth
tools
• Has product proficiency
across all areas of
marketing – analytics,
CRO, A/B testing,
retention, etc.
• Can quickly identify
right tool for the job

Have a Hustle Mindset
• Practices process
innovation
• Finds custom
solutions to unique
problems, rather than
following stock best
practices
• Encourages culture of
Growth

Possess a Cross-Disciplinary
Skillset
• Possesses deep expertise of Growth
platforms and products across multiple
disciplines
• Has enough expertise in each area to
extract insights without relying on the
team’s specialist
• Can work unilaterally

Connect Marketing to Product
Development
• Believes marketing insights should inform
product development
• Uses market research to steer product
evolution
• Keeps development inline with market
demand

Hack 41-46 Cultivate Skills

Hacks 47-49
47.You need a Growth team.
48.Given your Growth plan,
discover your strengths and
weaknesses around the first
‘P’.
49.Find and Hire Bruce Lee’s.

Process
The
House
of
Kaizen

Hack # 50 & 51 Achieve Growth in
Five Phases and De-Risk it:
1. Establish key Channels, KPIs and
Attribution Model
2. Identify Goals & Constraints
3. Access Risk & Prioritize
4. Learning and Ongoing Investigation: The
“Five Whys” Method
5. Continuous Optimization: Using Kaizen
for Growth

~ Brian Balfour

77 twitter @meetsamir / Copyright Samir Patel Hack 52-54 Establish key
Channels, KPIs and Attribution
Model
52.Make a plan of attack
53.Identify target customers, where you’ll
find them, and how you’ll measure
success once you reach them
54.Build a comprehensive attribution model
to track behavior across channels and
through purchase funnel

Hack 55-57: Identify Goals &
Constraints
55.Ask a simple question: What are you
really trying to do?
56.Set clear goals for tests (don’t just hope
for the best)
57.Take stock of constraints and limitations
due to budgets, competition, development
resources, etc.

Access Risk & Prioritize
• Organize and prioritize
your tests and
optimizations
• Create planning
document and provide
access to entire Growth
team
• Prioritize based on what
will have the greatest
impact right away (80/20
approach)

Continuous Optimization : Using
Kaizen for Growth
• Practice Kaizen method
for continuous
improvement
• Keep testing – improve
on what works, learn from
what does not
• Beyond tactics and
actions, maintaining
Growth Mindset is critical

Establish Objectives and Key
Results (OKRs)
• Set your objective based on what’s going to
have the greatest impact on your business
right away
• Establish a timeline for testing
• Set multiple Key Results (KRs) based on
level of difficulty:
KR 1 – 90% chance of success. You did a good job.
KR 2 – 50% chance of success. You did a great job.
KR 3 – 10% chance of success. You hit it out of the park!

Example -- Growth via Adwords:
Goal: Lower their CPA for accredited investor signups via
AdWords without a significant drop in conversion volume.
1. Focus on Search Network to drive lower CPA
2. Set timeline for 60 days
3. Three Key Results will be attempted:
• KR1 -- (90% change of success): Raise conversion volume by 10%
by focusing on strategic bid modifications RLSA audience lists.
• KR2 – (50% chance of success): Lower CPA by 20% by limiting the
keywords they buy to high performing terms only, and setting
location bid modifications by income-tier.
• KR3 – (10% chance of success): Lower CPA by 20% and raise
conversion volume by 10% by combining these two strategies.

83 twitter @meetsamir / Copyright Samir Patel Hack # 58 Run Growth
Experiments in 4 Steps

Compile Your Tests
• Create shared doc and dump all ideas for
tests here
• Doc stimulates new ideas and keeps
things organized

Prioritize
• Prioritize test ideas from “Inventory” doc
• Create “Channel” doc that keeps track of
all experiments you’ve run, are running
currently, or plan to run in the near future
• Include key results and findings from pasts
tests

Experiment
Create an “Experiment” doc for each
experiment you run. Include the following
details:
• Objective
• Hypothesis
• Design
• Resource Estimation
• Results
• Findings
• Action Items

Systemize Findings
• Create “Findings” doc for all insights and
learnings from tests
• Use this as a resource for planning future
tests (the entire process starts over at this
point)
• Create an ongoing process of up-leveling
product, advertising, and UX

Hack # 59 The Ariel and the
Microscopic View
• Schedule weekly meeting to “zoom out” as
a team to discuss findings, ask questions,
and propose actions
• Then zoom back in: Plan and run your
new tests
• Do this over and over again. Maintain
constant communication, collaboration,
learning, and improvement

Hacks # 60-62
60.You don’t need a marketing
person, you need a Data
Ninja.
61.Digital Marketing has
become Quantitative trading
with Machines & Algorithms
taking over the world.
62.Adopt a Scientific Process

Traffic Acquisition
Lead & Customer Acquisition
Market Research & User Feedback
Email Marketing
AB / Multivariate Testing
Competitive Research Tools Sales Intelligence

Hack # 63 Study Ad Revenue

Hack # 64-68 Six Pillars of
Optimization
64.Account Architecture
65.Keywords
66.Ad Copy
67.Offer & Landing Pages
68.Analytics

Hack 69-72 Calibrators
69.Audiences
70.Relevancy
71.Quality Score or Equivalent
72.Bounce Rates

Hack # 73 - 6th Pillar!

Hack #74- Questions to Ask
Users

Questions to Ask Users

Account Structure Pillar

Keywords Pillar

Keyword Pillar

Landing Page Pillar

Core Concept : Bounce Rate

Ad Copy Pillar

Google Analytics Pillar

Hack 75 # Mother of all Tests

Core Concept : Relevance

Quality Score Calculations

10 PPC Optimization Tips
76.Search Query Report
77.Keyword Match Types
78.Cross Pollinations: SEO and SEM
79.Ad Copy Testing
80.Segmented Reporting for Day Parting
81.Using Ad Extensions
82.Budget Adjustments
83.Competitive Terms
84.Campaign Structure
85.Device Based Bidding

AD EXTENSIONS
SELLER RATINGS
SITELINKS CALL EXT.
LOCATION EXT.
GOOGLE+

Accelerating
Growth via
Mobile
Advertising

Tell them before you tell them
• Mobile Multiple Touch Points
• Calls
• Apps
• Cross Device
• Mcommerce & Mobile Sites
• In store
• 4 Tips: Optimizing Mobile PPC

Calls
• This may sound obvious but let's not forget
smartphones facilitate an action that is native
to the device itself: phone calls. Customers
sometimes prefer to purchase by phone.
• how a spontaneous party was made possible
with purchases made via phone calls.

Apps
• Mobile App Economy is 29.5B Gartner, 50B
downloaded, 1M apps, 190 Countries
• Apps are a great way to enrich your
relationship with your customers. App
downloads and transactions that happen
within your apps are two important sources of
value from mobile.
• When consumers download your app, it
creates new opportunities for conversions.

Open An Existing App

App Downloads

New App Ads
• New Installations: Mobile App promotions
across search, display and YouTube.
• Extract and suggest keywords based on Google
Play and Google Seach
• Target Customers based on apps they use,
frequency of use and in-app purchase history
• Reengagement: Ads that redirect inside of
apps already installed, Deep Linking
• Conversion Measurement: Installation,
Reengagement & In-App Purchases

Smarter ads optimized for varying
user contexts

Cross Device
• Consumers often use multiple devices to
make a purchase, starting by researching on
mobile and then waiting until they are on
another screen to complete the transaction.
• A product purchased on a laptop originated
with research done on a smartphone.

Mcommerce & Mobile Sites
• A mobile-friendly site is the cornerstone of
any mobile strategy and makes it easier for
your customers to purchase directly from
their smartphones.

Hack # 86 Tools
• Google Think - MultiScreen: Everything
Google + Mobile
• PageSpeed Insights
• Mobile Site Development : MoovWeb, Mobify

Hack # 87
Adwords is a
every changing
Beast. Tame it
with Process.

Hack # 88 - 95 Landing Page Best
Practices
Top Landing Page Audit Checklist:
95. Landing page is digestible in under 5 seconds?
96. Ads going to the most relevant landing page?
97. All offers seen in ads are current and prominently featured
on landing page?
98. Pricing on landing page consistent with advertising offers?
99. Pricing is highly visible, as are discounts and promotional
offers?
100.Landing Page Contains a Strong Headline?
101.Landing Page Contains Clear Call-to-Action?
102.Landing Page makes next step in buying funnel easy to
find?

Hack # 103-110 Design & Layout
Hacks
Best Practices:
103.Focus on three primary areas: Behavior,
engagement / activation , conversion / revenue
104.Prioritize optimizing to conversion rate (CRO)
105.Identify clear goals for tests
106.Keep track of external variables
107.Highlight calls-to-action / value proposition
108.Break down data by channel / demographic
109.Establish list of key findings
110.Learn from your tests!

Hack # 111 A/B Testing
Best Practices:
• Test one element at a time
• Develop clear timeline for testing
• Prioritize tests based on what will make the biggest difference right
away
• Be clear about KPIs for testing (don’t get bogged down by
secondary and tertiary performance metrics)
Primary Tools:
• Google Content Experiments
• Optimizely

Hack # 112 Pay Attention to Mobile
Advertising and Websites
Why Mobile Matters:
• As of May 2013, 63% of adult cell owners use their phones to go online.
• 34% of users consider mobile to be their primary method for going online.
• 92% of users use their smartphone to access the internet every day
• 46% of users have completed a purchase on their smartphone
• 34% of users say they’re using their smartphones more now than six
months ago
• 1.4 billion smartphone users in 2013
• Mobile will generate 400 billion in revenue by 2015, compared with 139
billion in 2012
• The majority of internet searches will come from mobile by early 2015

Samir Patel
samir@dorevolution.com
President & CEO,
DoRevolution
Growth Mentor
@500Startups
Connect on Linkedin

Growth Hacking @ Redpoint Ventures

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