This presentation was given at the second Montreal Growth Hacking night by Alex Davis (@DavisMTL). The video recording of the presentation can be found here: http://youtu.be/lRVmOotgRbo

1. Growth Hacking
It’s a process

2. The Silver Bullet
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3. GH: Hockey Stick Growth (?)
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4. ● 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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5. GH: Rollercoaster of Growth
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6. (A/B Testing)
Experiment
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7. Most Tests Will Fail
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8. The Lean Startup taught us to learn from our
mistakes. It’s validated learning.
But That’s OK
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9. How do we do it right?
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10. It’s THE process
Scientific Method
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11. (eg. Metrics, Survey Results, etc.)
Observation
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12. Validate observations, e.g. qualitative data
Do Background Research
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13. (e.g. users abandon cart because...)
Create a Hypothesis
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14. Usually an A/B Test
Test it
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15. Analyze Results
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16. Hypothesis is true or false
Conclusion
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17. ● Observation
● Research
● Hypothesis
● Test
● Analyze
● Conclusion
Scientific Method
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18. ● Backlog
● Summary of Current and Past Tests
● Details of Tests
● Playbook
Document Types
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19. Backlog
● Bucket of ideas
● Tests to run
● Prioritized
○ Performance gain
○ Traffic/Volume
○ Development effort
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20. 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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22. ● 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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23. 23
*Missing statistical
significance & P-
Value.
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24. ● 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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25. ● 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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26. In Summary
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27. Questions?
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28. meetup.com/growth-hacking-montreal
or sorinolaru@icloud.com
For suggestions
>>wtv you would like to see in the future + feedback