Growth Hacking Paris #21
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This document contains the notes from a growth hacking event in Paris. It discusses various growth hacking topics including what growth hacking is, how to start growth hacking, the importance of experiments and metrics. Specific growth tactics mentioned include optimizing activation, retention, referrals and the customer journey. The notes emphasize validating the product/market fit first and then testing both free and paid acquisition channels.
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Growth Hacking Paris #21
- 2. COMING NEXT What the Fuck is Growth Hacking? Côme Courteault, Growth hacker at TheFamily @c2prods 7 behaviors you can track to personalize user experience Adrien Lafond, Growth Hacker @ ouipunk Fake it till you make it Franck Dupont, Web developper at TheFamily@
- 5. #GHPARIS WHAT THE F*** IS GROWTH HACKING? CÔME COURTEAULT GROWTH HACKER AT THEFAMILY @C2PRODS
- 6. THE ELEPHANT IN THE ROOM Growth Hacking ≠ acquisition Growth Hacking ≠ free
- 7. 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.
- 8. 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 ;-)
- 9. 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!
- 10. AND THEN WORK YOUR MAGIC (AND PAY) “Free” acquisition: SEO, BizDev, smart hacks, etc. Paying acquisition: SEM, TV, display, affiliation, etc.Or is it?
- 11. BEFORE YOU SPEND SOME $$$ What is your customer lifetime value (CLV)? average revenue per user churn rate x gross margin
- 12. THE RULE Acquisition cost < CLV So, as long as your acquisition cost is inferior to your lifetime value, it’s OK.
- 13. 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.
- 14. 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.
- 15. KEEP IMPROVING THE AARRR #1 Start here (this one is special - business-specific) #3 And here #2 Then work here #4 Finally there
- 16. ALWAYS HAVE A DASHBOARD
- 17. 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!
- 18. LET’S TALK!
- 19. 6 Visitor’s Behaviors To Personalize User Experience
- 20. Web Personalization Why ? What ? How ? What behavioral data can you use to segment ?
- 21. Why Create a Personalized Experience ? • First impression : « OK, that’s exactly what i need » • Relevant content • Desire More Conversions !
- 22. 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
- 23. How to Personalize ? • A/B testing tools like Beampulse… • Hubspot… • Cookies
- 24. What to Personalize ? • Copy ! fivesecondtest.com • Images • Menus • Modules • Forms
- 25. What to Personalize ? • Copy • Images • Menus • Modules • Forms
- 26. So what do you know about visitors ? We want to know : • Who they are • What they look for ⇒To create relevant segments
- 27. 1) Landing page tell you things Side note about Landing Pages : • Target a specific set of Keywords • Rank for Known Keywords
- 28. 1) Landing page tell you things B2B B2C
- 29. 2) Keyword used to find you tell you things
- 30. 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
- 31. 3) Utm parameters tell you things www.example.com/landingpage ?utm_campaign=health16t1 &utm_medium=facebook &utm_source=cpc &utm_content=asthma
- 32. 4) Visitor’s source tell you things • When Facebook is 1 tab away… • Partners sending traffic ⇒ Beampulse
- 33. 5) Geolocation tell you things Make marketing messages more local-‐friendly
- 34. 6) Forms tell you things Use existing forms or… Ask visitors ! • Store values with Cookies github.com/js-‐cookie/js-‐cookie
- 36. “Thanks !” Adrien Lafond Pixelmarketing.net
- 38. hi, I’m Joel!
- 41. FAKE IT ‘TILL YOU MAKE IT
- 45. AN UNIQUE VALUE PROPOSITION A CALL TO ACTION
- 46. WHY IS STRONGER THAN WHAT
- 49. TESTIMONIALS
- 50. GET YOUR METRICS
- 51. LET’S SPREAD IT
- 52. SELL BEFORE YOU BUILD
- 57. STEP 1 : THE STORY PROTOTYPE YOUR APP
- 58. STEP 2 : THE FEATURES STEP 1 : THE STORY PROTOTYPE YOUR APP
- 59. STEP 3 : THE VIEWS STEP 2 : THE FEATURES STEP 1 : THE STORY PROTOTYPE YOUR APP
- 72. KEYNOTE DOES THE TRICK!
- 73. KEEP IT SIMPLE
- 74. STOP TALKING JUST TEST IT. QUESTIONS?