Growth Hacking Paris #21
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Transcript of Growth Hacking Paris #21
Wifi: TheFamily Password: lamifasisi
#GHParis
COMING NEXTWhat the Fuck is Growth Hacking? Côme Courteault, Growth hacker at TheFamily @c2prods
7 behaviors you can track to personalize user experienceAdrien Lafond, Growth Hacker @ ouipunk
Fake it till you make itFranck Dupont, Web developper at TheFamily@
youtube.com/startupfood
THANKS & LOVE
#GHPARIS
WHAT THE F*** IS GROWTH HACKING?
CÔME COURTEAULTGROWTH HACKER AT THEFAMILY
@C2PRODS
THE ELEPHANT IN THE ROOM
Growth Hacking ≠ acquisitionGrowth Hacking ≠ free
GROWTH HACKING ISN’T WHERE YOU START Before growth, do things manually. Do your users love you? Do they share?
Talk to them, learn from them and make sure you got an addictive product.
GROWTH IS AN INVESTMENT
Validate your product / market fit first! Then (and only then) invest in growth.
You can either invest time or money. Do the right thing at the right time ;-)
START WITH SPENDING SOME TIME
Be a killer at retention. Build viral loops and referral mechanisms.
And don’t forget: everything starts with activation. Onboarding is key!
AND THEN WORK YOUR MAGIC (AND PAY)
“Free” acquisition: SEO, BizDev, smart hacks, etc.
Paying acquisition: SEM, TV, display, affiliation, etc.Or is it?
BEFORE YOU SPEND SOME $$$
What is your customer lifetime value (CLV)?
average revenue per userchurn rate
x gross margin
THE RULE Acquisition cost < CLV
So, as long as your acquisition cost is inferior to your lifetime value, it’s OK.
DON’T KID YOURSELF Don’t try to artificially elongate your
customer lifetime value. Oh and btw, you’re not an accountant! Spend time on growth, not on numbers.
IT’S ALL ABOUT EXPERIMENTS
A growth hacker is someone who always try new things. There are no limits.
A growth curve is not totally flat. It’s a game of hide-and-seek to find new hacks.
KEEP IMPROVING THE AARRR
#1 Start here
(this one is special - business-specific)
#3 And here
#2 Then work here
#4 Finally there
ALWAYS HAVE A DASHBOARD
SO, GROWTH HACKING = MARKETING?
Same goals. Different tools. It’s about finding clever ways to generate revenue.Don’t be afraid to spend money: hack the
paying channels too!
LET’S TALK!
6 Visitor’s Behaviors To Personalize User
Experience
Web PersonalizationWhy ? What ? How ?
What behavioral data can you use to segment ?
Why Create a Personalized Experience ?
• First impression : « OK, that’s exactly what i need » • Relevant content • Desire
More Conversions !
Why Create a Personalized Experience ?
“People tell you who they are, but we ignore it because we want them to be who we want them to be.” Don Draper
How to Personalize ?
• A/B testing tools like Beampulse… • Hubspot… • Cookies
What to Personalize ? • Copy !fivesecondtest.com
• Images • Menus • Modules • Forms
What to Personalize ?
• Copy • Images
• Menus • Modules • Forms
So what do you know about visitors ?
We want to know :
• Who they are • What they look for
⇒To create relevant segments
1) Landing page tell you things
Side note about Landing Pages :
• Target a specific set of Keywords
• Rank for Known Keywords
1) Landing page tell you things
B2B B2C
2) Keyword used to find you tell you things
3) Utm parameters tell you things
No keyword available ?
Use existing utm params To personalize Landing Pages, and more.
www.example.com/landingpage ?utm_campaign=newyear &utm_medium=facebook
&utm_source=cpc &utm_content=message3
⇒ Google URL Builder
3) Utm parameters tell you thingswww.example.com/landingpage ?utm_campaign=health16t1 &utm_medium=facebook
&utm_source=cpc &utm_content=asthma
• testr
4) Visitor’s source tell you things
• When Facebook is 1 tab away…
• Partners sending traffic
⇒ Beampulse
5) Geolocation tell you thingsMake marketing messages more local-‐friendly
6) Forms tell you thingsUse existing forms or…
Ask visitors !
• Store values with Cookies github.com/js-‐cookie/js-‐cookie
David Hahn, LinkedIn
hi, I’m Joel!
FAKE IT ‘TILL YOU MAKE IT
AN UNIQUE VALUE PROPOSITION
A CALL TO ACTION
WHY IS STRONGER THAN WHAT
TESTIMONIALS
GET YOUR METRICS
LET’S SPREAD IT
SELL BEFORE YOU BUILD
PROTOTYPE YOUR APP
STEP 1 : THE STORY
PROTOTYPE YOUR APP
STEP 2 : THE FEATURES
STEP 1 : THE STORY
PROTOTYPE YOUR APP
STEP 3 : THE VIEWS
STEP 2 : THE FEATURES
STEP 1 : THE STORY
PROTOTYPE YOUR APP
PROTOTYPE YOUR APP
sketchapp.com
sketchappsources.com
GREAT IOS MOCKUPS
PROTOTYPE YOUR APP
marvelapp.com
KEYNOTE DOES THE TRICK!
KEEP IT SIMPLE
STOP TALKING JUST TEST IT.QUESTIONS?
