Stacking the Odds for Authentic Growth

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Sean Ellis

Authentic (Sustainable) Growth

Hook, Pro
mise • Understand must-have experience (MHX)
• Double down on enhancing MHX
• Calibrate hook & promise messaging
• Optimize flows to deliver MHX
Must-Have • Personalize lifecycle management
experience

Twitter @SeanEllis Startup-Marketing.com 3

Steps for Stacking the Odds

Understand Macro Micro
MHX Optimization Optimization

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Indentify Must Have Users
Understand Macro Micro
MHX Optimization Optimization

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Narrow Down Must Have Benefit
Understand Macro Micro
MHX Optimization Optimization

Additional question for “Must Have” Users

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Understand Context of MH Benefit
Understand Macro Micro
MHX Optimization Optimization

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Convert to Must-Have Experience

Understand Macro Micro
MHX Optimization Optimization

Goals
• Max % that reach MH experience
• Desire – Friction = Conversion Rate
Must-Have • Build desire, reduce friction
experience

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Understand Initial Intent/Desire
Understand Macro Micro
MHX Optimization Optimization

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Uncover Points of Friction
Understand Macro Micro
MHX Optimization Optimization

• User testing (live or online)
• Example questions to ID conversion issues

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Optimize Conversions
Understand Macro Micro
MHX Optimization Optimization

Experiment to Max % to MHX
• Combos of hooks & promise
• Address conversion issues

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Macro Optimization Improves Odds

Understand Macro Micro
MHX Optimization Optimization

Improves…
- Habit
Must-Have - Loyalty
experience - Referrals
- Sales

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Micro Optimization Last

Understand Macro Micro
MHX Optimization Optimization

Default on macro, then segment
Micro is lifecycle management (per user)
1. Enhance engagement
2. Encourage sharing
3. Drive sales

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Enhance Engagement for Converted

Understand Macro Micro
MHX Optimization Optimization

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When Ready Encourage Sharing

Understand Macro Micro
MHX Optimization Optimization

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When Ready Drive Sales

Understand Macro Micro
MHX Optimization Optimization

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Stack the Odds for Authentic Growth

Understand Macro Micro
MHX Optimization Optimization Scale
Growth

Stacking
the Odds

Product/Market Fit

Twitter @SeanEllis Startup-Marketing.com 17

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