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Using Your Growth Model to Drive Smarter High Tempo Testing

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Sean Ellis
Sean Ellis

In this presentation, Sean Ellis highlights how to use a growth model to inform your high tempo testing efforts. It goes through the key steps for building your growth model including establishing a north star metric, and identifying your "aha moment" and the core benefit that drives retention. Finally he shows how the GrowthHackers team has used a growth model to plan our growth roadmap.

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Testing with a Growth Model Using a Growth Model for more Effective High Tempo Testing
Testing Drives Growth Twitter boosts testing tempo 20X GH boosts testing tempo 10X
High Tempo Testing Process Analyze IdeasPrioritize Test
Analyze Growth Model First Analyze IdeasPrioritize Test
Establish a North Star Metric •  Provides lens for measuring sustainable growth •  Should be correlated with value delivered to customers •  Examples: Airbnb nights booked, Facebook DAUs
Understand Your Growth Model Relationship between variables that move your North Star Metric •  Acquisitio - Sources and motivation to try •  Ac - Aha moment •  - “Must have” experience •  - User-get-user loops Acquisition Activation Retention Referral
Build Your Growth Model ? (Aha Moment) ? ? (North Star Metric) ? Acquisition Activation Retention Referral Revenue ? *simplified (Core Benefit)
LinkedIn Example Growth Model* SEO Int’l expansion Invites (Aha Moment) Create profile, 4+ connections Stay connected with work people (North Star Metric) Profile connections Acquisition Activation Retention Referral Revenue Invites *simplified (Core Benefit)
What’s Your “Aha Moment”? •  Elements of an “aha moment” –  First taste of core benefit –  Achievable on first visit –  Significantly increases likelihood of revisit •  If NO “aha moment” reached on 1st visit, unlikely to ever see prospect again
Growth Model for GrowthHackers* Invites (invites) Unique growth insights from testing (North Star Metric) Card hops SlideShareAcquisition Activation Retention Referral Revenue Twitter Sharing a great idea (Aha Moment) *simplified (Core Benefit)
Analyze to Find Leverage in Model (invites) Unique growth insights from testing Card hops Acquisition Activation Retention ReferralSharing a great idea (Aha Moment) InvitesSlideShare Twitter (North Star Metric) Revenue (Core Benefit)
“Activation” Growth Objective
Deeper Understanding of Problem No ideas added yet
High Tempo Testing Process Analyze IdeasPrioritize Test
Generate Ideas in Leverage Area Majority of new ideas should be in leverage area Activation
Formalize ideas in Experiment Doc •  Include hypothesis, research, target lever ICE Score 1 - 10 I - Impact C - Confidence E - Ease
High Tempo Testing Process Analyze IdeasPrioritize Test
Team Members Nominate Ideas Filter to focus area Sort by ICE score
Quick Team Nomination Pitches
High Tempo Testing Process Analyze IdeasPrioritize Test
Launch and Manage Testing
Integrate Your Testing Tools
Analyze Results Analyze IdeasPrioritize Test
Analyze Results
Organize Learning
Repeat Process Analyze IdeasPrioritize Test
Monitor Key Testing Inputs
Weekly Growth Meeting Agenda 15 min: KPI review & update focus area 10 min: Review last week’s testing sprint 15 min: Key lessons learned from analyzed tests 15 min: Select next tests via nominations 5 min: Check growth of idea backlog
Manage High Tempo Testing 1) Team Ideation 2) Prioritize Testing 3) Capture Learning Try GrowthHackers Projects Free Projects.GrowthHackers.com GrowthHackers Projects

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Using Your Growth Model to Drive Smarter High Tempo Testing

  • 1. Testing with a Growth Model Using a Growth Model for more Effective High Tempo Testing
  • 2. Testing Drives Growth Twitter boosts testing tempo 20X GH boosts testing tempo 10X
  • 3. High Tempo Testing Process Analyze IdeasPrioritize Test
  • 4. Analyze Growth Model First Analyze IdeasPrioritize Test
  • 5. Establish a North Star Metric •  Provides lens for measuring sustainable growth •  Should be correlated with value delivered to customers •  Examples: Airbnb nights booked, Facebook DAUs
  • 6. Understand Your Growth Model Relationship between variables that move your North Star Metric •  Acquisitio - Sources and motivation to try •  Ac - Aha moment •  - “Must have” experience •  - User-get-user loops Acquisition Activation Retention Referral
  • 7. Build Your Growth Model ? (Aha Moment) ? ? (North Star Metric) ? Acquisition Activation Retention Referral Revenue ? *simplified (Core Benefit)
  • 8. LinkedIn Example Growth Model* SEO Int’l expansion Invites (Aha Moment) Create profile, 4+ connections Stay connected with work people (North Star Metric) Profile connections Acquisition Activation Retention Referral Revenue Invites *simplified (Core Benefit)
  • 9. What’s Your “Aha Moment”? •  Elements of an “aha moment” –  First taste of core benefit –  Achievable on first visit –  Significantly increases likelihood of revisit •  If NO “aha moment” reached on 1st visit, unlikely to ever see prospect again
  • 10. Growth Model for GrowthHackers* Invites (invites) Unique growth insights from testing (North Star Metric) Card hops SlideShareAcquisition Activation Retention Referral Revenue Twitter Sharing a great idea (Aha Moment) *simplified (Core Benefit)
  • 11. Analyze to Find Leverage in Model (invites) Unique growth insights from testing Card hops Acquisition Activation Retention ReferralSharing a great idea (Aha Moment) InvitesSlideShare Twitter (North Star Metric) Revenue (Core Benefit)
  • 13. Deeper Understanding of Problem No ideas added yet
  • 14. High Tempo Testing Process Analyze IdeasPrioritize Test
  • 15. Generate Ideas in Leverage Area Majority of new ideas should be in leverage area Activation
  • 16. Formalize ideas in Experiment Doc •  Include hypothesis, research, target lever ICE Score 1 - 10 I - Impact C - Confidence E - Ease
  • 17. High Tempo Testing Process Analyze IdeasPrioritize Test
  • 18. Team Members Nominate Ideas Filter to focus area Sort by ICE score
  • 20. High Tempo Testing Process Analyze IdeasPrioritize Test
  • 21. Launch and Manage Testing
  • 28. Weekly Growth Meeting Agenda 15 min: KPI review & update focus area 10 min: Review last week’s testing sprint 15 min: Key lessons learned from analyzed tests 15 min: Select next tests via nominations 5 min: Check growth of idea backlog
  • 29. Manage High Tempo Testing 1) Team Ideation 2) Prioritize Testing 3) Capture Learning Try GrowthHackers Projects Free Projects.GrowthHackers.com GrowthHackers Projects