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Growth hacking secrets
- 2. PS: I love you. Get your free e-mail at ???
- 3. In 1996 co-workers Sabeer Bhatia and Jack Smith planned to start JavaSoft
- 4. They were afraid their boss might read their emails
- 5. They were afraid their boss might read their emails So they built a web-based email system
- 6. ...and so was born
- 7. They raised $300,000 from investors
- 8. But Hotmail’s launch was unimpressive July August
- 9. Their growth strategy was to buy billboards and radio ads
- 10. But investor Timothy Draper had a better idea
- 11. Put ‘PS: I love you. Get your free e-mail at Hotmail’ at the bottom of each e-mail.
- 12. Within hours, Hotmail’s growth took the shape of a classic July September hockey stick curve
- 13. They started averaging 3,000 July September new users a day
- 14. Within 6 months, they were up to 1 million users July September November
- 15. Five weeks later, they hit the 2 million user mark July September November January
- 16. In one case, Bhatia sent an email to a friend in India
- 17. In one case, Bhatia sent an email to a friend in India within 3 weeks Hotmail had 300,000 users there
- 18. When they sold to Microsoft 1.5 years after launch, Hotmail had 12 million users July September November January March May July September November
- 19. When they sold to Microsoft 1.5 years after launch, Hotmail had 12 million users (There were only 70 million internet users at the time) July September November January March May July September November
- 20. This story is not an anomaly
- 27. Why did these companies succeed when everyone else failed?
- 33. What we’re going to cover today What Is Growth Hacking? Growth Hacking Best Practices
- 34. Most startups find themselves facing the same problem
- 35. They build a product that no one ends up using
- 36. Say your startup has an idea
- 37. You assemble a team and start building
- 38. Six months later, you have a product you're happy releasing
- 39. When that day finally comes, you launch and…
- 40. When that day finally comes, you launch and… nothing happens.
- 41. You get a writeup on TechCrunch and several thousand users
- 42. You get a writeup on TechCrunch and several thousand users (But most of them stop using it after a few days)
- 43. Nothing like the tremendous viral growth you were anticipating July September November January March May July September November
- 44. What do you do?
- 45. You’re in the trough of sorrow, my friend TechCrunch of Initiation Wearing Off of Novelty Trough of Sorrow Releases of Improvement Wiggles of False Hope The Promised Land! Crash of Ineptitude
- 46. Continuing to ship new features is the worst thing you can do
- 47. It compounds what the real problem was in the first place, which is that you don't know what's wrong
- 48. Enter the growth hacker
- 49. WTF is Growth Hacking?
- 50. Growth hacking is a set of tactics and best practices for dealing with user growth
- 51. Growth hacking is a set of tactics and best practices for dealing with user growth How do I get more users?
- 52. How do I increase the lifetime value of a user? How do I get more of my users to be active? What is our AHA moment? Growth hacking is a set of tactics and best practices for dealing with user growth How do I reduce churn? How do I get more users? How do I measure the effectiveness of new features?
- 54. Viral growth
- 55. Viral growth Landing page optimization Landing page optimization SEO Product management Email marketing Analytics Onboarding UX PR Behavioral economics
- 56. Most companies only track three things Traffic Users Revenue
- 57. Phase 1 Phase 2 Phase 3 Phase 4 Phase 5 Get traffic ? Get users ? Profit
- 58. Those metrics aren’t very helpful
- 59. Those metrics aren’t very helpful (The magic is what happens in between)
- 60. The key is to map out the user lifecycle for your product
- 61. ACQUISITION ACTIVATION RETENTION REFERRAL REVENUE The lean marketing framework
- 62. SEO PR SEM Viral Partnerships Email Blogs Contests
- 63. Partnerships ACQUISITION SEO PR SEM Viral Email Blogs Contests
- 64. Partnerships Acquisition = getting people to come to your site ACQUISITION SEO PR SEM Viral Email Blogs Contests
- 65. Partnerships ACQUISITION ACTIVATION SEO PR SEM Viral Email Blogs Contests
- 66. Partnerships ACQUISITION ACTIVATION Activation = getting people to sign up for anything that could lead to a repeat visit SEO PR SEM Viral Email Blogs Contests
- 67. Partnerships ACQUISITION ACTIVATION RETENTION SEO PR SEM Viral Email Blogs Contests
- 68. Partnerships Retention = getting users to become active ACQUISITION ACTIVATION RETENTION SEO PR SEM Viral Email Blogs Contests
- 69. Partnerships ACQUISITION ACTIVATION RETENTION REVENUE SEO PR SEM Viral Email Blogs Contests
- 70. Partnerships ACQUISITION ACTIVATION RETENTION REVENUE Revenue = monetizing active users SEO PR SEM Viral Email Blogs Contests
- 71. Partnerships REFERRAL ACQUISITION ACTIVATION RETENTION REVENUE SEO PR SEM Viral Email Blogs Contests
- 72. Partnerships REFERRAL Referral = getting active users to refer others ACQUISITION ACTIVATION RETENTION REVENUE SEO PR SEM Viral Email Blogs Contests
- 73. The lean marketing framework Partnerships REFERRAL ACQUISITION ACTIVATION RETENTION REVENUE SEO PR SEM Viral Email Blogs Contests
- 74. Let’s see it in action
- 75. You hear about Quora after your friend posts a question Acquisition from Quora to Twitter
- 76. After reading the page you decide to create an account Acquisition Activation
- 77. ...a few days go by Acquisition Activation
- 78. You get a weekly digest email with questions and links back to the site Acquisition Activation Retention
- 79. Once you’re back, Quora encourages you to read related questions Acquisition Activation Retention
- 80. And share interesting questions through Twitter and Facebook Acquisition Activation Retention Referral
- 81. Quora doesn’t currently make money Acquisition Activation Retention Referral Revenue
- 82. Each step of the LMF corresponds to a user state
- 83. The growth hacker’s job is to figure out how to move users from one state to the next ??? Creates an account Visits again later
- 84. You need to measure conversions at each step 10% 30% 30% 52 17 174 1744 Acquisition Activation Retention Revenue
- 85. Mixpanel and KISSmetrics are great for analytics
- 86. plug-and-play
- 87. Dave McClure’s example conversion metrics
- 89. At first your numbers will be really shitty 1% 18% 0% 17 3 0 1744 Acquisition Activation Retention Revenue
- 90. At first your numbers will be really shitty Focus here 1% 18% 0% 17 3 0 1744 Acquisition Activation Retention Revenue
- 91. At first your numbers will be really shitty 10% 174 10% 0% 17 0 1744 Acquisition Activation Retention Revenue
- 92. Don’t focus on acquisition if your activation rate is 1%
- 93. Growth hackers have developed tactics for optimizing the funnel
- 94. Measure the quality of traffic sources
- 95. Minimal landing pages to convert better
- 96. Onboarding to improve activation and retention
- 97. Get people to come back using email
- 98. Incentivization to get people to share
- 99. Identify companies that focus on optimizing and try to learn from them
- 101. Testing
- 102. Unbounce is an amazing tool for easily creating and testing landing pages
- 103. Optimizely is a great tool if you already have a site
- 104. Measure the lifetime effect of a change 10% 30% 30% 52 17 174 1744 Acquisition Activation Retention Revenue Version A 1744 (100%) 174 (10%) 52 (30%) 17 (30%) Version B 1670 (100%) 100 (6%) 60 (60%) 18 (30%)
- 106. Notable Growth Hacks
- 107. Acquisition: BrandYourself kept their Mashable article trending for 2 days by promoting it on StumbleUpon
- 108. Activation: OKCupid has a “tour guide” that interacts with you during the signup process
- 109. Activation: Groupon has two different pages for Google vs. Direct traffic (Footers are good for SEO but reduce conversions)
- 110. Activation: Path texts the app to your phone
- 111. Activation: Dropbox sends an email when a user signs up but never installs the software
- 112. Retention: Eventbrite sends emails if you’ve been inactive for too long
- 113. Retention: Path has your friends do it instead!
- 114. Retention: Path has your friends do it instead! (Can have a 10x higher conversion rate)
- 115. Referral: Facebook integration makes it really easy to get people to share
- 116. Referral: Dropbox, LivingSocial, and Appsumo know incentivization works well too
- 117. Referral: Quora forces people to sign up before they can read answers
- 119. Watch Dave McClure’s Startup Metrics for Pirates
- 120. Quora has boards on Growth Hacks and Growth Hacking
- 121. Andrew Chen has posted a list of notable growth hackers:
- 122. Thank you. Francisco Tomé Costa http://franciscocosta.com mail@franciscocosta.com @franciscocosta