GDD Webinar InboundLabs & Hubspot
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Transcript of GDD Webinar InboundLabs & Hubspot
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MAKE INBOUND WORK A SIMPLE APROACH TO ENGINEERING GROWTH
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OVERVIEW • Habits of highly successful companies
• What it is GDD and how it works
• Three actions you can take today
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FROM +50 CUSTOMERS Ambitious. High cost of ownership. Harder to drive then you think.
How to win a race?
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WE WANT TO HELP
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HOW? • Share.
• Collaborate.
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PLAY BLINDFOLD
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FIREMAN
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FULL ATTACK
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DATA PARALYSIS
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LUCKY SHOT
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DATA ADICT
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THE AB GUY
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THE HACKER
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NO BUDGET
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SIT AND WATCH
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HABITS OF SUCCESSFUL COMPANIES
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DEVELOP HABITS, ENGINEER PROCESSES AND PROMOTE A CULTURE FOR GROWTH.
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Aristotle, 384 BCE – 322 BCE.
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FROM A BUSINESS PERSPECTIVE
1. Build an investment hypothesis 2. Invest 3. Measure return 4. Learn & repeat
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BECOME A SMARTER INVESTOR
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GROWTH DRIVEN DESIGN
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Traditional Web Design Im
pact
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
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Traditional Web Design vs. Growth-Driven Design Im
pact
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
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Traditional Web Design vs. Growth-Driven Design Im
pact
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
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#GrowthDrivenDesign @SavvyLuke
We already have a site launched
flickr.com/photos/nasamarshall/12678324214
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#GrowthDrivenDesign @SavvyLuke flickr.com/photos/juhansonin/3703735824
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#GrowthDrivenDesign @SavvyLuke flickr.com/photos/lash9420/7004634470
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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
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GDD WEBSITE HIERARCHY
#GrowthDrivenDesign @SavvyLuke
Goal - Discover (and validate) what “machine” to build.
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Goal - Build a optimized and predictable “machine”
GDD WEBSITE HIERARCHY
#GrowthDrivenDesign @SavvyLuke
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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.)
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Goal - Build a optimized and predictable “machine”
GDD WEBSITE HIERARCHY
#GrowthDrivenDesign @SavvyLuke
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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
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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
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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
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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
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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
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#GrowthDrivenDesign @SavvyLuke
THE PROCESS.
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Transfer
Learn
Develop
#GrowthDrivenDesign @SavvyLuke
Growth-Driven Design
Plan
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Growth-Driven Design
GDD Website Hierarchy
Metric to Move
#GrowthDrivenDesign @SavvyLuke
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Task Completion Homepage -> Product
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Growth-Driven Design
GDD Website Hierarchy
Metric to Move
Research
#GrowthDrivenDesign @SavvyLuke
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#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
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#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
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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
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Develop
#GrowthDrivenDesign @SavvyLuke
Growth-Driven Design
ACTION ITEM 2
ACTION ITEM 1
HIGH IMPACT
Plan
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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)
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22% CTR Increase HubSpot.com to Product Pages 4,600 -> 5,600
40,000 Session Sample Size
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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)
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Appendix
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@GDrivenDesign @SavvyLuke
Growth-Driven Design Evangelist
#GrowthDrivenDesign
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#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
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WHERE AND HOW TO START
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MAKE BETTER INVESTMENTS
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BUILD
GREAT HYPOTHESIS
FOCUS YOUR RESOURCES
AND MEASURE
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GREAT HYPOTHESIS Experience
Best practices Data based
Guess
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FOCUS EFFORT
Required resources Expected Effort
Expected Impact
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MEASURE Its not about amount “data” Its about
– Covering all angles – Compare and detect trends – Interpret user behavior
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YOU NEED ABILITY TO MEASURE IN ORDER TO: BUILD BETTER HYPOTHESIS FOCUS EFFORT VERIFY IMPACT
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THE DATA CHALLENGE
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INCOMPLETE How many visitors?
(Home, Blog, LPs,…)
What are your Visitors doing? (Heatmaps, Visitor Playback, Funnels,…)
Why they do it (Feedback Polls, Surveys, Recruit,…).
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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
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TO MUCH DATA Installing tracking codes is not enough
Configure goals, funnels, …
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NOT FOCUSED ON ACTION
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ADDITIONAL TOOLS Chat (intercom.io, livechat) Inbound call tracking
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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.
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Ac9vity
Just like in always SALES your success is driven by
Process Skills
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NEXT STEPS 1. Finish setup
2. Schedule 2 x 60min meetings
3. Repeat 3 times