Pre-launch User Acquisition

www.growthhackingasia.com #letshackasia#growthhackasia

Country Manager Satit Chivangkur

Flipping The Success Rates of Asian Startups From

1/10 – 9/10

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PRE-LAUNCH USERACQUISITION

Workshop

“If I built it, they will come”

We’re Here!

Why Pre-Launch User Acquisition?

Growth Concept

Growth Graph

The Fastest Growing B2B SaaS Business (Maybe) Ever

Growth in Stats

Tiny SpeckGame 4 Years

Slack2012 2013 2014

December June February Start Launched Beta Launched App

15,000 Users Daily

Growth in Stats

2014February

Launched App

15,000 Users Daily

2014August

171,000 Users Daily

2014November

285,000 Users Daily

2015February

500,000 Users Daily

Research

Product Market Fit

70-80% Said they used Nothing 30% Said they used HipChat/Campfire/IRC

Available Chat ApplicationsEmail Line Whatsapp SMS Hangouts Campfire IRC HipChat

Solved Consumer ProblemsMarket Education Product Training

Define Market Space & Identify User Pain

How They Did It

Early Adopters Solves Problems Buyer Personas

Nailed Product ExperienceQuick & Quality Feedback

Used Freemium Model to Fuel WOMWord of Mouth Viral Mechanism

Slack Growth Graph

Get To Know Your Customers

Why New User Acquisition?

Who they areWhere can you reach them

What message can you convert them withAre you solving a real problem for them?

Build Database of Early AdoptersFast FeedbackWork Out Bugs

Get Insightful Testimonials

Step I

Step IITask Time!

Let’s Get Your Business Rollin’!

Pre Launch Sign Up PageStep 1

5 Elements

Unique Selling Proposition

The Hero Shot

Benefits

Social Proof

Call To Action

Sample Signup Page I

Simple Design

Strong message

Clear, contrasting CTA

Only ask for email address

Integrated video but not interrupting

Incentive for sign up

Signup Referral Mechanics

Sample Signup Page II

Simple Design

Appealing image

Clear message

Clear, contrasting CTA

Only ask for email address

Incentive for sign up

Referral Mechanics

I’m Attending Weddingful on the 27th!

Details? So small I can’t see

What do you do?

Who is this for?

Recommend moving to after sign up page

Add privacy policy

Page looks nice! Unique

Would you like help with your landing pages?

Don’t have to repeat it.

Yes, Please help me with my landing pages!

Loving the landing page!

Good headline. Identifies why I’m here in the first place.

Love the easy to read benefits

Social Proof

Nice contrasted form

How about making it super clear?

Fresh!

Massive CTA

Nice big discounts

Too much of something isn’t good. Could just make list.

Bold to emphasize Clear,

Clean Page

Social proof

Benefits: How does this benefit the visitor. Make more about connecting. Non-profits in particular rely on emotional and human connections.

Make page shorter, test 2 columns.

Title is informative. straight to point. Leads to action

Free and state how much value you are getting.

Know what you are getting.

Would test moving to under CTA

Cool icons Minimalist design / spacious

One Action

Send?.. Are u serious!? How about “Be First”, “Gimme Gimme”

Would love more contrast. Light blue is over powered by the icons

CTA Hard to read

Maybe use social Logos?

Clear simple headline

Actionable tied CTA

Benefits? Functions?

Excuse to dodge

Cute noticeable Icons

How Our Minds Work

Tunnel Vision Effect Hijack Visitors Eyes Directional Cues

Encapsulation

I Dare You to Click on Anything But The Moon

Contrast and Color

Arrows Pathways Line of Sight

Direction Ques

Lead Your User Use Frequent Objects

Pathways

Natural Instincts Curiosity

Suggestive Power of the Eye

Connection

Images of Attractive People

Blank Space Focus

White Space

Recommended Tool

Drive TrafficStep 2

New User Acquisition

Contest

QA Forum Marketing

PR & Influencer Outreach

Offline Community building

Pre Launch Platforms

Content MarketingSocial Networks

Paid Advertising

Contest

Case Study

”Wet Shave Club, a boutique box that delivers a range of wet shave goodies directly to your door every month.”

Case Study

Duration: 30 Days

Contest Distribution: Twitter, Blogs, Reddit, Facebook,

Instagram, Friends

RESULTS

Case Study - Takeaways

Have a compelling and product related prize

Integrate viral referral mechanics

Post contest engagement drives sales

Recommended Tool

Paid Advertising

Why Paid Advertising?

Generate signups

Test Pitch or Tagline

Test New Feature Ideas

Test Value Propositions

Case Study – Mint.comCase Study

Case Study – Mint.com

Paid Advertising1

Paid Advertising2

Paid Advertising3

Paid Advertising4

Paid Advertising5

Paid Advertising6

Case Study - Groupon

Key Takeaways

Use Paid Channels to:

Test FeaturesA/B Test

Track Cost/Conversions & OptimizeUse Highly Targeted Keyowords

Social Media

Social Networks

(competitor followers)

STEP I : Manual Following

Ok Approach Good Approach Best Approach

Social Networks

STEP II : Interaction

Post Tips

Post Every Day! (Normal Tweets)

Treat Lead-Gen Tweets Differently

Minimize Hashtags

Don’t Be Boring!

Space Out Link and Image in Lead-Gen Tweets!

Find Out What Makes your Tweets Tick and Optimize

Social Automation

Content

Case Study

Strategy

Content Marketing – Mint.com

Build content rich personal finance blog targeted at young professionals

Results20 – 30k+ Email List

Became #1 Financial Blog. More Traffic than all Financial blogs combined by time of launch.Cost Per Acquisition < $1

How They Did ItUser Generated Guest Posts

Blogger Interviews

Email Signup after each post

Infographics

Guest Posts

PRE-LAUNCH PLATFORMS

Prelaunch Platform

Q&A FORUM MARKETING

Quora for Business

Approx. 500 views

48.5% conversion from Quora to page views

20% conversion from page view to signup

50 conversions

30 minutes of searching and writing

Cost: $0

Results

Ask & Answer Questions

Answer & Ask Questions

Ask People to Answer Questions

Vote on answers

Find Topics

Private message

Thank People Who Answer or Ask

www.growthhackingasia.com #infographicbykissmetric #letshackasia

Strengthen Customer Experience

Research on Competitors

Connect with Press

Embrace Long Term Dialogue

Expand Your NetworkEstablish Expertise

Shorten the Learning Curve

Connect with Influencers

Mine for Hot Topics

OFFLINE COMMUNITY BUILDING

OFFLINE COMMUNITY BUILDINGMEETUP.COM

PR & INFLUENCER MARKETING

www.raspberrypi.org/

“Hack your startup outreach with tools like @ahrefs @compete & @similarweb to see where competitors had success”

Competitor Research Tools

www.woorank.com

www.spyonweb.comwww.alexa.com

siteanalytics.compete.com

marketing.grader.comwww.simplymeasured.com

adwords.google.com/KeywordPlanner

www.thesearchmonitor.com

www.ispionage.com

www.quicksprout.com www.spyfu.com

“You have to build relationships with bloggers and influencers before you

need them, not when you need them!”

Outreach and Relationship Building

Examples

www.growthhackingasia.com #letshackasia#growthhackasiawww.growthhackingasia.com #letshackasia#growthhackasia

Example

PR & INFLUENCER MARKETING

How relevant is the audience

How much traffic are they likely to send

Have you developed and maintained a good relationship

UTM Parameters

That’s Just the First Part!End of User Acquisition

Optimize

Optimize Optimize

RESULT: SUSTAINABLE GROWTH

Pirate Metrics

Don’t make Viddy’s mistake

Viddy is a social video application that enables its users to capture, edit, and share videos, photos, and collages

with friends.

Sole Focus on User Acquisition

No Activation, No Retention – No Growth

Thank YouQuestions?

BackgroundJob? Career Path? Family?

IdentifiersDemeanor? Communication preferences?

Demographicm/f? age/ income? location?

Persona Name-

ChallengesPrimary/secondary challenge

What can we do?… to help out persona achieve goals?...… to help personas overcome their challenge?...

GoalsPrimary/Secondary Goals

Common ObjectivesWhy wouldn’t they buy your product or service?

Real QuotesAbout goals, Challenges etc.

Elevator PitchSell your persona on your solution!

Marketing MessageHow should you describe your solution to your persona?

WHO WHAT

WHY HOW

New User Acquisition

Contest

QA Forum Marketing

PR & Influencer Outreach

Offline Community building

Pre Launch Platforms

Content MarketingSocial Networks

Paid Advertising

Pre-launch User Acquisition

Business

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