Growth Hacking 101: An Introduction To Growth Hacking Marketing
Growth Hacking - It's a process
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Growth Hacking It’s a process
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Transcript of Growth Hacking - It's a process
Growth HackingIt’s a process
The Silver Bullet
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GH: Hockey Stick Growth (?)
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● Pay Per Click (PPC)● Search Engine Optimization (SEO)● Content Marketing (Blogging)● Social Media Marketing (SMM)● Conversion Rate Optimization (CRO)● Referral
Growth Channels
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GH: Rollercoaster of Growth
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(A/B Testing)
Experiment
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Most Tests Will Fail
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The Lean Startup taught us to learn from our mistakes. It’s validated learning.
But That’s OK
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How do we do it right?
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It’s THE process
Scientific Method
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(eg. Metrics, Survey Results, etc.)
Observation
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Validate observations, e.g. qualitative data
Do Background Research
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(e.g. users abandon cart because...)
Create a Hypothesis
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Usually an A/B Test
Test it
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Analyze Results
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Hypothesis is true or false
Conclusion
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● Observation● Research● Hypothesis● Test● Analyze● Conclusion
Scientific Method
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● Backlog● Summary of Current and Past Tests● Details of Tests● Playbook
Document Types
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Backlog
● Bucket of ideas● Tests to run● Prioritized
○ Performance gain○ Traffic/Volume○ Development effort
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Current and Past Tests● What touch point● Hypothesis● Start / End Dates● Short description of versions (A, B, C)● Who owned the test● Winner● Conclusions● Link to detailed report
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● Description / Why / Goal● Full hypothesis● Metrics that will be measured● Screenshots of versions● Full details of results
○ Metrics of every step of the funnel● Conclusion● Key take-aways
Details of Test
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*Missing statistical significance & P-Value.
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● Learnings from tests● General conclusions that can be used throughout the
product or site● Useful cross-team● Company Asset● Makes transferring knowledge easier (new employees)
Playbook
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● Spend 1 to 3 month on a specific metric○ Depends on speed to get results (traffic)○ Depends on development time
Sprints
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In Summary
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Questions?
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